Cadbury Market Research

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Recommended: Types of research methodology

According to the American Market Research Association, market research

is … “the systematic gathering, recording, and analysis of data about

problems relating to the marketing of goods and services”. There are

number of key words that are identified in the above definition. They

are:

* Systematic- this means using an organised and clear system

* Gathering- this means knowing what you are looking for (e.g.

target audience) and collecting appropriate information

* Recording- this means keeping clear and organised records of what

you discovered

* Analysing- this means putting the information in order and making

sense of your information in order to identify the relevant trends

and finding out the conclusion.

* Problems relating to the marketing- this involves dealing with

questions which, will help you to understand better both your

customers and other information about the marketplace (e.g.

competitors’ products and services)

Market research is necessary to all organisations because, without it

they would not able to identify customer requirements as well as the

activities of its competitors. Also, organisations such as, Cadbury

Schweppes need to use market research to find out these information

before; they can develop their marketing strategy.

The use of market research

Market research can be used for many purposes. It can be used to

collect information about the market. Examples of information about

the market include the following: analysing the market potential for

existing products; forecasting future demands for existing products;

assessing the market potential for new products; studying the market

trends; analysing competitor’s behaviour and performance; and

analysing the market shares.

Market research can be used to collect information about the product.

Examples of information about the product include the following:

finding out customer’s acceptance or rejection of new products; making

a comparison of existing product in the market; forecasting new uses

for existing products, finding out the technologies that may threaten

existing products; and new product development.

Market research can be used to collect information about the pricing

in the market. Examples of information about the pricing in the market

include the following: estimating and testing the price elasticity of

de...

... middle of paper ...

...n about their rival competitors, for example information

about their products.

Market research companies

There are number of market research companies that provide useful

information. For example, Mintel (www.mintel.co.uk) is a commercial

research organisation which, sell monthly journals containing reports

or consumer markets, for example, bread, confectionery, beverage, and

financial services.

I have collected my secondary data from the following sources:

* I got general company information from www.cadbury.co.uk and

www.cadburyschweppes.com.

* I got some company information sent to me through the post

* I got my statistics from the internet at

http://www.cadbury.co.uk/EN/CTB2003/information/market_review/

* I also got information about the company and Cadbury Time Out from

www.cadbury.ie

I have designed and produced my own questionnaire (see page ) to find

out what people thought about different flavoured bars, etc. Then I

have produced my results for my questionnaire and identified the main

findings (see pages ). Next, I have explained the secondary data of

Cadbury products and found out the main findings of each graph (see

pages ).

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