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Global-level Strategies The involvement of Cadbury Schweppes in the international market has proved to be successful From being an unsuccessful small-scale company in the 1970s it has established a foothold in the global market ranking third in the soft drink business and topping the non-cola producers This resulted from the companys successful two-fold penetration of the American market First large companies have been given licenses to produce its products and to license them to bottlers and distributors Through this the company was able to introduce its products to the market at a minimal cost and risk However this practice may bring in a potential threat Coca-Cola for example as a licensee in the American market having seen that Cadbury Schweppes products are fit to the changing lifestyle of the population may copy the manufacturing process and alter some of them to stay away from patent-related infringement and thus creating a new product which would closely rival the licensed product Thus Cadbury must take in preventive measures to secure and prevent the latter forecast from happening Another mode of entry of the company in the international market is its series of acquisitions of companies such as AW Brand and Canada Dry Through this the company was able to instantly acquire a foothold in the market Its recent acquisition of Dr Pepper7UP attests that the company is taking serious steps to acquire a larger share of the pie This move presents mutual benefits to the acquired and acquiring company In the case of Dr Pepper with its merger with Cadbury Schweppes it can now exploit the international distribution system of Cadbury and as a result its longed international expansion has been remedied Corporate-level Strategies Unlike any other soft drink business Dr Pepper7 Up fully licensed the bottling of its syrups and concentrates to local bottlers and distributors after it has sold its bottling facilities due to its financial instability This has become beneficial to the company
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