Ansoff’s Matrix
Cadbury-Schweppes plc was founded by a merger in 1970 between the traditional
British chocolate firm and a British producer of fizzy soft drinks. Since then the
business has grown worldwide, helped by takeovers such as the purchase of 7Up and
Dr Pepper in America in 1995. By the year 2000, Cadbury’s had become one of the top
3 chocolate producers worldwide and Schweppes was still an important supplier of
fizzy drinks.
1. Label the matrix
Ansoff’s Matrix for Cadbury Schweppes
2. Plot these Cadbury takeover bids onto the matrix:
a) Aquire the Snapple (fruit-based soft, non-fizz drink, US-based) brand, bought for
£900 million in 2000
b) Slush Puppie (frozen soft drink) bought for £7.5 million in 2000
c) Cadbury aquire their first chewing gum company – Dandy (main brand Stimerol,
Europe-based) bought in 2002 for £200m.
d) Adams chewing gum (brands: Trident, Dentyne, US-based) bought in 2002 (after
Dandy) for £1.5 billion
e) Cadbury buy Green & Blacks (premium-priced organic chocolate, UK-based) bought
in 2005 for £25 million
f.) In 2007 Cadbury brings back the Wispa bar that it discontinued in 2003.
g.) In 2008, Cadbury sell Trebor Bassett to Tangerine Confectionery for £58 million
h.) In August 2008 Cadbury announce that they will now be sourcing their cocoa beans
from fair trade sources
i.) In 2009 Cadbury launch their “Gorilla’ advertising campaign for Cadbury Dairy Milk.
This increases sales of Dairy Milk by 9%
j.) Cadbury launch Crunchie Rocks in the UK. A combination of their Crunchie and
Cluster brands in 2010
k.) In 2012 Cadbury announce the launch of Cadbury Bubbly, a product set to rival
Nestle’s Aero
l.) In March 2012 Cadbury enters the Indian biscuit market with the launch of its
parent company Kraft’s product Oreo