... February 2000, p.32). This will prove a formidable task in the 21st Century, as the market is becoming more static and the market shares of major competitors are stabilising. Innovation in products and marketing techniques will need to be rigorously employed in order to sustain competitive advantage. Cadbury Schweppes has already made headway in this area through targeting the healthier lifestyle through the introduction of 'Flyte' and by advertising Fry's Turkish Delight as 92% fat free. The other most significant strategic decision undertaken was to sell off its beverage brands in 160 markets to Coca Cola, enabling Cadbury Schweppes to concentrate on its core products and markets, and further develop its competences. Cadbury Schweppes already benefits from agreements to distribute its products in the U.S., the worlds largest soft drinks market and these sales do not appear to have harmed the Groups' performance. Cadbury Schweppes has also benefited from the sharing ...

See this essay or coursework document in full right now