Cadbury Schweppes - Time to refocus its Strategy?

Seminar paper from the year 2000 in the subject Business economics - Offline Marketing and Online Marketing, The Open University (Open University Business School), language: English, abstract: Cadbury Schweppes Plc., a soft-drinks and confecitonary manufacturer and marketer, is on its crossroads from an international growth perspective. A snapshot provided in the report thereafter shows that with its revenues going into billions it is too large to be just a regional niche player but aswell, it is way too small to really compete equally with it key global compeitiors, such as Coca-Cola and Pepsico on the one side of her business and Mars, the world’s leading confectionery manufacturer or Unilever’s chocolate and ice cream manufacturer on the other side. But still, the way forward for Cadbury Schweppes is “grow or go”. “Go” - this would mean a partial divestiture of its operations - would just be a last resort. Thus, in order to get into the “grow”-mode, Cadbury Schweppes needs to find its own way to expand internationally. This report suggests that it should look at the world not only from a regional perspective as it does today but re-assemble its unique capabilities - Confectionery and Soft-Drinks - put it together and start segmenting its operations from a new, segmental focused business perspective.