Launching a new product into a developed market
A Cadbury Schweppes case study

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Page 3: An overview of Cadbury Schweppes

Cadbury Schweppes is a global business which manufactures, markets and distributes branded products in over 200 countries. It aims to provide pleasure, taste and enjoyment through the manufacture and marketing of a wide range of beverage and confectionery brands sold to consumers of all ages.

Cadbury Schweppes employs over 40,000 people worldwide. The Group's strategy is to increase profitability, brand strength and volume on a global basis in its two business streams, beverages and confectionery, through a combination of internal growth, targeted acquisitions and joint ventures. In the beverages business, Cadbury Schweppes is currently No 3 in global soft drinks, where it licenses its brands to bottling partners in 92 countries and has its own or joint venture bottling operations in a further 14 countries.

In the confectionery business, Cadbury Schweppes is the world's fourth largest supplier of chocolate and sugar confectionery. The Group has manufacturing plants in 25 countries and sales in a further 165. Cadbury Limited is Cadbury Schweppes' UK confectionery operation and it is responsible for the production of all of Cadbury's best-known UK brands.

Cadbury Schweppes | Launching a new product into a developed market