Engaging stakeholders in a business
A Cadbury Schweppes case study

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Page 1: Introduction

Cadbury Schweppes is one of the UK's best-known companies. It was formed in 1969 by a merger between two companies with distinguished histories: Cadbury and Schweppes. It is a major public limited company(plc).

Since 1969, Cadbury Schweppes has grown into an international confectionery and beverages company, selling chocolate, sweets, gum and beverages around the world. It is constantly extending its product range by developing both new and existing products whilst also buying other companies and using its expertise to develop those companies' established brands.

Like any other company, Cadbury Schweppes has to make profits as this helps to generate wealth for the economy - funding taxes, employment and pensions. It also has to provide a return for those who have invested in the company. It does this by successfully continuing to offer consumers a range of products that they want to purchase. Cadbury Schweppes' core purpose is 'working together to create brands people love' and some of its best-loved brands in the UK include:

  • Cadbury Dairy Milk (100 years old in 2005)
  • Bassett's range including Liquorice Allsorts, Fruit Allsorts and Jelly Babies
  • Flake
  • Roses
  • Trebor Mints
  • Maynards range including Wine Gums and Sours.

In December 2004, in a survey of major UK-based business leaders, Cadbury Schweppes was voted 'Britain's Most Admired Company'. The award was voted for by other leading Financial Times Stock Exchange (FTSE) businesses who rated companies against nine criteria - quality of management; financial soundness; quality of goods and services; ability to attract, develop and retain top talent; value as long-term investment; capacity to innovate; quality of marketing; community and environmental responsibility; and use of corporate assets.

This case study looks at how Cadbury Schweppes interacts with its stakeholders, acknowledges its responsibilities towards them and looks to balance their various interests.

Cadbury Schweppes | Engaging stakeholders in a business