AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY

Yıl 2019, Sayı: 25, 153 - 164, 25.10.2019

Duygu Hıdıroğlu

https://doi.org/10.18092/ulikidince.579949

Öz

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. 

Anahtar Kelimeler

Endüstri, SWOT, İçsel, Dışsal, Analiz

AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY

Öz

This paper provides
analysis on Cadbury, Inc and confectionery industry. The paper analyzes the external and internal forces
affecting the company, the industry it operates and its business level strategies. Considering the situational features such
as opportunities and threats when designing the environmental analysis and making
realistic marketing plan is very crucial because a company will benefit from its
own strengths, eliminate its weaknesses, benefit from environmental opportunities
and protect itself from environmental threats. On
the simple basis of product quality and taste, Cadbury proves to be superior to
other commercially available chocolate even with the seeming similarities in
texture.

This paper deals with two main
research flows: environmental analysis and situational factors which allows organizations
to compose an effective marketing plan. This study provides a framework that implement
a common consensus on these research flows by specifiying some important issues
for future research and by making effective strategy analysis in the confectionery
industry.

Anahtar Kelimeler

Industry, SWOT, Internal, External, Analysis

Kaynakça

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