A Business Model For The 21st Century: The Joint Venture Between Cadbury-Schweppes, Ülker, and Sekem
Seminar paper from the year 2007 in the subject Business economics - Company formation, Business Plans, grade: 70/A (Excellent), Leeds Metropolitan University, course: Managing International Partnerships, 25 entries in the bibliography, language: English, abstract: The natural and organic food and drinks market is experiencing a boom in popularity around the world, as healthy eating messages start to make an impact on consumers. The food and drink industry must now respond to increased consumer health awareness, sophistication, experimentation and interest in new flavours and textures, with innovative new products. Cadbury Schweppes recently announced that they want to split up their beverages and confectionery businesses in order to focus more on their food sector. Hence, the time might be right to think about expanding into markets with growth opportunities. A new strategy starts with a vision, and should include as key elements considerations about sustainability, distinctiveness, and competitive advantages. The vision for Cadbury Schweppes is derived from its shifting environment in which they operate. The idea is to form an alliance were Cadbury Schweppes is able to learn from its partners and consequently maintain its position as a global leader in the 21st century. 2 Aims and objectives The aim of this report is to provide a detailed overview about the potential of a joint venture between Cadbury Schweppes, the Ülker Group, and the Sekem Group. For this purpose environmental factors will be considered in the third section, followed by a current market analysis. In the next section both potential partners will be introduced. The final section provides the business proposal with analysis of strategy, operational structure, and value chain innovation. It should be pointed out that only the most significant factors of several frameworks are examined. Further details as well as the theory are described in the appendices. Moreover, the appendices should support and confirm the statements given in this work and assist the reader to get a clearer picture about the potential of the proposed business idea.
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Accessed 6th Ansoff Matrix bargaining power beverages billion biodynamic Brand Innovation Business Insight buyers Cadbury Schweppes chocolate Cola Turka Communication Activities company’s competitive advantages Competitive Rivalry confectionery company confectionery market shares Confectionery revenue growth Consumer Trends Cost Leadership countries Cultural differences Danone Datamonitor Differentiation Economic EMEA Entrants environment ethnic Europe executives rated Factors for Success Figure firm seeks Global Confectionery Market global organic food Hodgetts & Luthans Homepage Available http://www.strategicassets.co.uk/ansoff_matrix.htm Igor Ansoff Innovation and NPD investing Istanbul joint venture Key Factors Long-Term Orientation market is forecast market segments Marketing and Communication Middle East MNEs obesity OECD organic food industry organic food market PepsiCo Porter’s Five Forces position Power Distance power of suppliers Product Development Reacting to Consumer Scholes & Whittington Socio-cultural soft drinks Source strengths strong performance SWOT-Analysis synergies Technological threat of substitute Turkey Turkish U.S. dollar Ülker Group Value chain Innovation weak Wit & Meyer www.ulker.com.tr