Dairy Milk in France - A marketing investigation of the situational environment

Demetris Vrontis, Claudio Vignali

    Research output: Contribution to journalArticlepeer-review


    This report aims to investigate the internal and external environmental forces for Dairy Milk in France. It seeks to provide the reader with the relevant organisational and industrial information that is required for the development of a SWOT analysis. The analysis of the environment and the consideration of the situational factors, when designing marketing planning, is critical as it would allow Dairy Milk to capitalise on organisational strengths, minimise any weaknesses, exploit market opportunities and avoid, as far as possible, any threats.

    Original languageEnglish
    Pages (from-to)291-296
    Number of pages6
    JournalBritish Food Journal
    Issue number4
    Publication statusPublished - 1 May 2001


    • Cadbury
    • Dairy Milk
    • France
    • International marketing
    • Situation analysis


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