Essays on International Business: Cadbury Dairy Milk Case Study

Download full paperFile format: .doc, available for editing

The paper "International Business: Cadbury Dairy Milk" is a perfect example of a case study on business. Dairy Milk is the ultimate brand that has been performing with excellence in the UK and even in international markets. It is the long-term and clear vision of the management team which has allowed the brand to prosper successfully and prosperously in the world. In order to maintain an edge in the market, the company has shifted its focus to customers. Every suggestion of the customer is given importance because, in the end, they are the primary stakeholders of the firm.

Moreover, the consistency in taste and quality of Cadbury Dairy Milk globally is the key driving force of its victory. As sustaining a competitive advantage in the business world is challenging, it is recommended that Cadbury Dairy Milk undertakes few initiatives. The foremost thing required is to exploit the virtual platforms so that they can penetrate deeply into online avenues. Then, it should consider the option of introducing a unique product line for health-conscious customers. Furthermore, it needs to organize events for kids and adults so that both target groups are provided beneficial information and can avail these occasions for enhancing their experience with the brand.

Even a separate web page for kids can be created so that it can enhance their knowledge and learning power. Hence, it can be said that Cadbury Dairy Milk is doing a marvelous job globally but it still needs to undertake few measures to strengthen and sustain its competitive edge in the industry. Introduction of Cadbury Dairy Milk One of the leading chocolate brands which have achieved global success is Cadbury Dairy Milk and it is among the astonishing achievements of Cadbury.

The introduction of this chocolate opened a range of unexploited avenues for the company and the product has become the major driving force of all of its latest offerings (Cadbury, 2014). In order to present the customers with a consistent level of offerings, it is crucial for the organizations to develop their business plans strategically (KPMG, 2012; Pesjali, 2011). According to Afuah (2009), competitive advantage is the skills, capabilities, tools, assets, competencies, or resources which are solely possessed by a firm and this source of competitiveness is challenging for the rivals to copy or acquire.

Thus, the enterprises have to make sure that they remain well-informed about market changes so that their basis of competitive advantage is in alignment with the modified business paradigm (Handerson, 2011).

References

Afuah, A., 2009. Strategic Innovation: New game strategies for competitive advantage. UK: Routledge.

Al-Alak, B.A. and Tarabieh, S.A., 2011. Gaining competitive advantage and organizational performance through customer orientation, innovation differentiation and market differentiation. International Journal of Economics and Management Sciences, 1(5), pp. 80-91.

Barney, J.B. and Hesterly, W.S., 2010. Strategic management and competitive advantage concepts. Boston, USA: Pearson Education International.

Barreto, I., 2010. Dynamic capabilities: A review of past research and an agenda for the future. Journal of Management, 36(1), pp. 256-280.

Bratic, D., 2011. Achieving competitive advantage through SCM. IBIMA Business Review, 2011, pp. 1-13.

Breznik, L., 2012. Can Information technology be a source of competitive advantage? Economic and business review, 14(3), pp. 256-269.

Cadbury, 2009. Cadbury World: A case study. [Online] Available at: [Accessed 11 April 2014]

Cadbury, 2014. Cadbury Dairy Milk. [Online] Available at: [Accessed 11 April 2014]

Cheng, C.C. and Krumwiede, D., 2011. The effects of market orientation on new service performance: the mediating role of innovation. International Journal of Services Technology and Management, 16(1), pp. 49-73.

Chernev, A. and Kotler, M., 2012. Strategic Marketing Management. 7th ed. USA: Cerebellum Press.

Diaconu, L., 2012. Business strategies of the Multinational Corporations. CES Working Paper IV, 2, pp. 141-151.

Dibrell, C., Craig, J. and Hansen, E., 2011. Natural environment, market orientation and firm innovativeness: An organizational life cycle perspective. Journal of Small Business Management, 49(3), pp. 467-489.

Hamidizadeih, M.R. and Taheri, M., 2013. A comprehensive literature review in competitive advantages of businesses. Asian Research Consortium, 2(6), pp. 76-97.

Hana, U., 2013. Competitive advantage achievement through innovation and knowledge. Journal of Competitiveness. 5(1), pp. 82-96.

Hazen, B. and Byrd, T., 2012. Toward creating competitive advantage with logistics information technology. International Journal of Physical, Distribution & Logistics Management, 42(1), pp. 8-35.

Helfat, C., Finkelstein, S., Mitchell, W., Peteraf, M.A., Singh, H., Teece D. and Winter S., 2007. Dynamic capabilities: Understanding Strategic change in organizations. New York: Blackwell Publishing.

Hemmatfar, M., Salehi, M. and Bayat, M., 2010. Competitive advantages and strategic information systems. International Journal of Business and Management, 5(7), pp. 158-169.

Henderson, S., 2011. The development of competitive advantage through sustainable event management. Worldwide Hospitality and Tourism Themes, 3(3), pp. 245-257.

Huggins, R. and Izushi, H., 2012. Competition, competitive advantage and clusters: The ideas of Michael Porter. USA: Oxford University Press.

Jimenez-Jimenez, D. and Sanz-Valle, R., 2011. Innovation, organizational learning and performance. Journal of Business Research, 64, pp. 408-417.

Keller, K., 2012. Strategic Brand Management: Building, measuring and managing brand equity. 4th ed. USA: Pearson Education.

Keller, S. and Price, C., 2011. Beyond Performance: How great organizations build ultimate competitive advantage. 1st ed. USA: John Wiley & Sons.

KPMG, 2012. The chocolate of tomorrow: What today’s market can tell us about the future. [Online] Available at: [Accessed 11 April 2014]

Kraaikenbrink, J., Spender, J.C. and Groen, A.J., 2010. The resource-based view: A review and assessment of its critiques. Journal of Management, 36(1), pp. 349-372.

Kumar, V., Jones, E., Venkatesan, R. and Leone, R.P., 2011. Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75(1), pp. 16-30.

Macik, R., Jozwik, B. and Nalewajek, M., 2012. E-marketing activities and perceived competitive advantage in the context of globalization: Study of Lublin regional firms. Management, Knowledge and Learning International Conference 2012, pp. 741-749.

Magretta, J., 2011. Understanding Michael Porter: The essential guide to competition and strategy. USA: Harvard Business Review Press.

Massa, S. and Testa, S., 2009. A knowledge management approach to organizational competitive advantage: Evidence from the food sector. European Management Journal, 27, pp. 129-141.

McGrath, R.G. and Gourlay, A., 2013 The end of competitive advantage: How to keep your strategy moving as fast as business. USA: Harvard Business Review Press.

Moreno, E., Lorente, J. and Rio, J., 2012. Environmental human resource management and competitive advantage. Management Research: The Journal of the Ibero-American Academy of Management, 10(2), pp. 125-142.

Pesalj, B., 2011. Competitive advantages of Multinational companies – A review of theoretical approaches. Konkurentske prednosti multinacionalnik kompanija, MP 2, pp. 237-259.

Putsis, W., 2013. Compete smarter, not harder: A process for developing the right priorities through strategic thinking. 1st ed. USA: John Wiley & Sons.

Raynor, M.E. and Ahmed, M., 2013. The Three rules: How exceptional companies think. New York: Portfolio/Penguin.

Ren, L., Xie, G. and Krabbendam, K., 2010. Sustainable competitive advantage and marketing innovation within firms: A pragmatic approach for Chinese firms. Management Research Review, 33(1), pp. 79-89.

Romero, I. and Martine-Roman, J.A., 2012. Self-employment and innovation: Exploring the determinants of innovative behaviour in small businesses. Research Policy, 41(1), pp. 178-189.

Rumelt, R., 2011. Good Strategy, Bad Strategy: The difference and why it matters. USA: Crown Business.

Teece, D.J., 2009. Dynamic capabilities and strategic management: organizing for innovation and growth. USA: Oxford University Press.

Twarowska, K. and Kakol, M., 2012. International Business Strategy: reasons and forms of expansion into foreign markets. Management, Knowledge and Learning International Conference 2012, pp. 1005-1011.

West, D., Ford, J. and Ibrahim, E., 2012. Strategic Marketing: Creating competitive advantage. 2nd ed. USA: Oxford University Press.

Zhou, K., Brown, J. and Dev, C., 2009. Market orientation, competitive advantage and performance: A demand-based perspective. Journal of Business Research, 62, pp. 1063-1070.

Download full paperFile format: .doc, available for editing
Contact Us