ŞEKERLEME ENDÜSTRİSİNE YÖNELİK STRATEJİK PLANLAMA SÜRECİNDE DURUM ANALİZİ UYGULAMASI: CADBURY, A.Ş. ÖRNEĞİ
Bu çalışma, Cadbury A.Ş. ve şekerleme endüstrisi analizlerini kapsamaktadır. Çalışma, SWOT analizi yardımıyla Cadbury A.Ş.’nin içinde bulunduğu sektörü ve işletme düzeyinde stratejileri etkileyen dış ve iç kuvvetleri analiz etmektedir. Çevrenin analizi ve şirketin pazarlama planı tasarlanırken durumsal faktörler göz önünde bulundurulduğu gözlenmiştir. Cadbury A.Ş.’nin örgütsel bağlamda sahip olduğu güçlü yönlerden faydalanırken; zayıf yönlerin olumsuz etkilerini en aza indirgemeye yönelik çeşitli stratejiler kurduğu görülmüştür. Şirketin bu stratejileri, pazar fırsatlarından yararlanmasına ve herhangi bir tehditten kaçınmasına fayda sağlayacağı için oldukça önemlidir. Cadbury A.Ş.’nin ürünleri yüksek fiyatla ithal edilen atıştırmalık ve yiyeceklere kıyasla daha uygun fiyatlı ve eşit derecede rekabetçi bir alternatiftir. Cadbury A.Ş.’nin şirket stratejilerinin aynı sektörde yer alan diğer şirketlerden daha üstün ve başarılı olduğu sonucuna ulaşılmıştır. Çalışma, şirketi etkileyen dış güçleri, bulunduğu sektörü ve şirketin çevresini analiz etmektedir. Böylelikle şekerleme endüstrisinin geleceği hakkında gerçekçi öngörüler sunulmakta ve sektörün dinamikleri hakkında önemli bilgilere ulaşılmaktadır. Bu çalışma gelecekteki araştırmalara şekerleme endüstrisindeki firmaların çevresel analizi için önemli alanları vurgulayan kavramsal bir çerçeve sunmaktadır.
AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY
This paper provides analysis on Cadbury, Inc and confectionery industry. The paper analyzes the external andinternal forces affecting the company, the industry it operates and its business level strategy. Further, it givesdetailed information about the SWOT analysis of the company. Considering the situational features such asopportunities and threats when designing the environmental analysis and making realistic marketing plan isvery crucial because a company will benefit from its own strengths, eliminate its weaknesses, benefit fromenvironmental opportunities and protect itself from environmental threats. On the simple basis of productquality and taste, Cadbury proves to be superior to other commercially available chocolate even with theseeming similarities in texture. This paper deals with two main research flows: environmental analysis andsituational factors which allows organizations to compose a realistic and effective marketing plan. This studyprovides a framework that implement a common consensus on these research flows by specifiying someimportant issues for future research and by making effective strategy analysis in the confectionery industry.
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- ISSN: 1307-9832
- Yayın Aralığı: Yılda 4 Sayı
- Başlangıç: 2008
- Yayıncı: Kenan ÇELİK