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Cadbury Crunchie

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by Bianca Ortega on 17 March 2011

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Transcript of Cadbury Crunchie

Cadbury Crunchie:
A Candy of the United Kingdom

Bianca Ortega
MGT 3300
March 17, 2011
Conventional long name: United Kingdom of Great Britain and Northern Ireland. (Great Britain consists of England, Scotland, and Whales.)

Government Type: Constitutional Monarchy and Commonwealth Realm.

Chief of state: Queen Elizabeth II

Head of government: Prime Minister David Cameron

Constitution: unwritten; made up of both statutes
and common laws and practices.

Capital: London

Population: 62,698,362 Religious Preferences: Christian (Anglican, Roman Catholic, Presbyterian, Methodist) 71.6%, Muslim 2.7%, Hindu 1%, other 1.6%, unspecified or none 23.1%.

Recognized Languages: English, Scots, Scottish Gaelic, Welsh, Irish, and Cornwall.

Literacy Rate: 99%

Ethnic Groups: white (of which English 83.6%, Scottish 8.6%, Welsh 4.9%, Northern Irish 2.9%) 92.1%, black 2%, Indian 1.8%, Pakistani 1.3%, mixed 1.2%, other 1.6% (2001 census)

Area: 243,610 sq km, which is about the size of the state of Oregon.

80% of the United Kingdom is urbanized.

Natural Resources: coal, petroleum, natural gas, iron ore, lead, zinc, gold, tin, limestone, salt, clay, chalk, gypsum, potash, silica sand, slate, arable land

GDP Per Capita: $35,100 (2010 est.)

Currency: Pound Sterling Key Facts (Continued) Key Facts about the United Kingdom History of Cadbury & the Cadbury Crunchie 1824 - A Quaker named John Cadbury opened his first shop in Birmingham, where he sold fine cocoa and drinking chocolate.
1897 - The original Cadbury milk chocolate hit the shelves in the United Kingdom.
1919 - J.S. Fry & Sons Company merges with Cadbury!
1929 - Together the companies launched the Crunchie Bar! What is Crunchie? Cadbury Crunchie is a chocolate bar consisting of honeycomb dipped in Cadbury milk chocolate.
Since its release, Cadbury Crunchie's slogan has been "Get that Friday Feeling!"
The Cadbury Crunchie is available in all shapes and forms including snack-sized Crunchie bars, bited-sized Crunchie Rocks, and even Crunchie Blast ice cream bars! All Kinds of Cadbury Crunchie! Current Availability of Cadbury Crunchie United Kingdom
Ireland
India
Canada
Australia
New Zealand
South Africa USA
Malaysia
Singapore
Philippines
Hong Kong
Malta
Cyprus Saudia Arabia
Panama
Sri Lanka Proposed Market #1: Poland Why market Crunchie in Poland? In September 2010, Cadbury moved Crunchie production from the United Kingdom to a plant in Skarbimierz, Poland.
Since the Crunchie is already produced in Poland, it would lead to little to no cost for shipping and transportation of the candy.
Polish people enjoy snacking on candies and other sweets.
Since Cadbury has built ties with Poland for production, communication barriers have already been assessed and since they haven't posed problems for the production of the Crunchie in Poland, I would expect there to be little problems with establishing sales of the product in Poland.
Cadbury's new ties to Poland should be expanded to include the sale of Cadbury Chocolate in Poland. Potential Issues with Poland Exchange Rate 1 GBP = 4.6538 Polish Zloty
With over 4 Polish Zloty needed to meet 1 Pound Sterling, the great difference in currency may cause issues for profitablity.
Candy might need to be priced higher in order to make a profit in terms of British currency. Language Barriers Although Cadbury may have overcome the Polish language barrier enough to conduct production in Poland, marketing a product in a country of a different language could be difficult.
Crunchie wrappers would need to be written in Polish.
All advertisements and promotion would need to be translated to Polish in order to effectively market the product to the Polish community. Potential Market #2:
Scotland Why Market Crunchie in Scotland? Scottish people enjoy eating honeycomb candy, which they typically call "puff candy."
Scottish people often make "puff candy" at home, but Crunchie would offer a convenient, inexpensive way for them to fill their "puff candy" craving!
Scotland is a member of the United Kingdom, so there shouldn't be any trade barriers or issues.
A majority of Scottish speak English in addition to traditional Scots.
Scotland uses the British Pound Sterling as their currency.
Scotland shares a border with England, allowing for easy trade and transport. Potential Issues with Scotland Similar Products May Be Available Since Scots really enjoy "puff candy," there may be similar products already available. Language Barrier in Traditional Regions In many traditional communities, Scottish people speak Scottish Gaelic, so there may be issues marketing in those regions.
If marketing in the urbanized areas, language shouldn't cause any problems. Get That Friday Feeling with Cadbury Crunchie!
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