Chocolate Fortunes, Chapter 3: Cadbury, One Billion Consumers

Chapter 3 follows CadburyAÆs China market entry step-by-step during the first half of the 1990s. It explores the perils and consequences of overconfidence and taking a dogmatic approach toward building a consumer product business in China. It shows how missteps with setting up their manufacturing infrastructure, and distribution and sales operations, led this once top brand to suffer a leadership crisis that ultimately resulted in a diminishing chocolate business within ChinaAÆs high-growth chocolate market. CadburyAÆs story demonstrates the unforgiving nature of ChinaAÆs value-conscious, quality-obsessed consumers since the company has yet to recover from its early missteps in the market.