Wrigley vs Cadbury Schweppes: The Competitive Strategies in chewing Gum Market
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Code : COM0109
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Region : USA
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Introduction:The Wrigley Company, headquartered in Chicago, Illinois, is the world's largest manufacturer and marketer of chewing gum. In 2005, it constituted 50% of the US gum market and is the sole market-leader in Europe with shares of 80% or higher in 18markets. It has a presence in 180 countries worldwide and has a mission - "To be 'woven into the fabric of everyday life, around the world". Throughout its history, Wrigley has introduced innovative gum products and dominated the chewing gummarket. On the other hand, UK - based confectioners, Cadbury Schweppes, entered the chewing gum market in 2000 and became a major competitor to Wrigley. "Wrigley faces a rival that is not onlymore than double its size, but is also a diversified confectioner." In 2005, Cadbury Schweppes commands a 26% share in the global gum market, compared with Wrigley's 35.4%. Meanwhile, Wrigley has also diversified into the healthcare arena and Cadbury Schweppes' core business of confectionery. |
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