TY  - JOUR
T1  - AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY
TT  - AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY
AU  - Hıdıroğlu, Duygu
PY  - 2019
DA  - October
DO  - 10.18092/ulikidince.579949
JF  - Uluslararası İktisadi ve İdari İncelemeler Dergisi
JO  - IJEAS
PB  - Kenan ÇELİK
WT  - DergiPark
SN  - 1307-9832
SP  - 153
EP  - 164
IS  - 25
LA  - en
AB  - This paper providesanalysis on Cadbury, Inc and confectionery industry. The paper analyzes the external and internal forcesaffecting the company, the industry it operates and its business level strategies. Considering the situational features suchas opportunities and threats when designing the environmental analysis and makingrealistic marketing plan is very crucial because a company will benefit from itsown strengths, eliminate its weaknesses, benefit from environmental opportunitiesand protect itself from environmental threats. Onthe simple basis of product quality and taste, Cadbury proves to be superior toother commercially available chocolate even with the seeming similarities intexture. This paper deals with two mainresearch flows: environmental analysis and situational factors which allows organizationsto compose an effective marketing plan. This study provides a framework that implementa common consensus on these research flows by specifiying some important issuesfor future research and by making effective strategy analysis in the confectioneryindustry.
KW  - Industry
KW  - SWOT
KW  - Internal
KW  - External
KW  - Analysis
N2  - Buçalışma, Cadbury A.Ş. ve şekerleme endüstrisi analizlerini kapsamaktadır.Çalışma, SWOT analizi yardımıyla Cadbury A.Ş.’nin içinde bulunduğu sektörü veişletme düzeyinde stratejileri etkileyen dış ve iç kuvvetleri analizetmektedir. Çevrenin analizi ve şirketin pazarlama planı tasarlanırken durumsalfaktörler göz önünde bulundurulduğu gözlenmiştir. Cadbury A.Ş.’nin örgütselbağlamda sahip olduğu güçlü yönlerden faydalanırken; zayıf yönlerin olumsuzetkilerini en aza indirgemeye yönelik çeşitli stratejiler kurduğu görülmüştür.Şirketin bu stratejileri, pazar fırsatlarından yararlanmasına ve herhangi birtehditten kaçınmasına fayda sağlayacağı için oldukça önemlidir. Cadbury A.Ş.’ninürünleri yüksek fiyatla ithal edilen atıştırmalık ve yiyeceklere kıyasla dahauygun fiyatlı ve eşit derecede rekabetçi bir alternatiftir. Cadbury A.Ş.’ninşirket stratejilerinin aynı sektörde yer alan diğer şirketlerden daha üstün vebaşarılı olduğu sonucuna ulaşılmıştır.Çalışma,şirketi etkileyen dış güçleri, bulunduğu sektörü ve şirketin çevresini analizetmektedir. Böylelikle şekerleme endüstrisinin geleceği hakkında gerçekçiöngörüler sunulmakta ve sektörün dinamikleri hakkında önemli bilgilereulaşılmaktadır. Bu çalışma gelecekteki araştırmalara şekerleme endüstrisindekifirmaların çevresel analizi için önemli alanları vurgulayan kavramsal birçerçeve sunmaktadır.
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UR  - https://doi.org/10.18092/ulikidince.579949
L1  - https://dergipark.org.tr/en/download/article-file/835831
ER  -