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Cadbury Schweppes - Coggle Diagram
Cadbury Schweppes
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2- MARKET ENTRY
- Cadbury Schweppes had three 'route to market' options to consider in order to respond to Poland's market needs.
- To protect local industry the Polish government established import duties which were particularly high on goods such as confectionery.
- Cadbury Schweppes evaluated the leading Polish confectionery companies to assess their suitability for acquisition or joint venture
- Cadbury Schweppes decided to explore local manufacture as the most appropriate route into the Polish market.
3- MARKET STRATEGY
- Cadbury chose to manufacture products from its existing range which would particularly suit the Polish taste.
- It also decided to manufacture a range of budget-priced products under the name of Piasten Cadbury Schweppes' brand in Germany.
- 1993:Cadbury Schweppes took the decision to invest more than £20m in building a factory and developing a new confectionery business on a greenfield site in Poland.
4- IDENTIFYING THE SITE
- Cadbury Schweppes began by visiting Poland to evaluate sites in several locations
- Cadbury Schweppes would be joining a local community and would work closely with the local mayor and his staff at Kobierzyce, who welcomed the new investment.
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7- COMMUNITY BENEFITS
- One of the benefits derived from this project was that the funds generated by the sale of land to Cadbury Schweppes helped to enable a new school to be built in Kobierzyce.
- Cadbury Schweppes is also committed to actively contribute to the communities in which it operates and to improve the environment in which people live and work.