“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Cadbury Plc

Cadbury Plc (Cadbury) is one the leading global confectionery company with a portfolio of chocolate, gum and candy brands. The company has global operations spread across Europe, Americas, Asia Pacific and Africa. It is headquartered in London, the UK and employs about 46,517 people.