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.

CEO and Managing Partner, vonGammCom Global Institute for Change Dr. Christoph von Gamm is working as Enterpreneur, Investor and Business Angel in the intersection between business, culture and technology. He is recognised as an innovative, entrepreneurial and strategy driven senior business development and operational leader with over 20 years of global and pan-European experience that includes successfully turning around performance of large organisations, establishing key functions from scratch, and pioneering major global outsourcing initiatives. Track record transforming country teams into integrated global matrix units and closing high profile, multi-million dollar deals. Demonstrated ability to identify and win major new business from blue chip clients. Possess polished interpersonal skills to develop and maintain profitable client relationships, favourably influence key stakeholders and build and manage high performance teams of up to 500 personnel. Created vast network with extensive experience abroad in Switzerland, France, UK and USA.