The Effects of Globalization on Cadbury Schweppes - Dissertation Example

The growth directions of Cadbury’s since its inception 200 years ago justifies an evaluation of the impact of globalization on the organization. As we have already discovered, Cadbury’s started out as a coffee shop of sorts and today it is an entirely different company. It went from serving ready-to-make drinks to manufacturing chocolates. This research intends to discover the extent to which globalization impacted the expansion of products and how those products have been marketed globally.

This research will therefore look at Cadbury’s progression on global markets over the years. Special attention is paid to the external environment and the corresponding changes in Cadbury’s product placement and marketing strategies.Cadbury is one of the world’s largest and most successful family businesses (Chaston 2009). Moreover, it manufactures and markets confectionery and beverages globally. Their products are branded and remain competitive and unique. Cadbury markets its goods in 200 countries globally and employs 45,000 employees worldwide (George 2011).

Cadbury’s is particularly interesting because it is demonstrative of an organization that begins with a relatively minimal start-up and demonstrates how small beginnings can lead to larger global undertakings. Cadbury’s began in 1824 when John Cadbury opened a coffee shop on Bull Street, Birmingham. From that shop, John Cadbury sold coffee and tea as well as chocolate drinks that he himself prepared for customers (Birminghamuk.com, n.d.). At the time, chocolate was considered a privileged beverage and item and could only be afforded by the wealthy.

John Cadbury capitalized on that concept and he commenced an aggressive campaign strategy with the result that his shop became popular and his business flourished. By 1840, Cadbury was operating in a factory and he partnered with his brother Benjamin Cadbury. By 1850, the government reduced import taxes on cocoa and the Cadbury brothers were able to import cocoa in greater quantities and were therefore in a position to expand the production of their products (Birminghamuk.com).