Global-level Strategies The involvement of Cadbury Schweppes in the international market has proved to be successful. From being an unsuccessful small-scale company in the 1970s, it has established a foothold in the global market ranking third in the soft drink business and topping the non-cola producers. This resulted from the company's successful two-fold penetration of the American market. First, large companies have been given licenses to produce its products and to license them to bottlers …showed first 75 words of 992 total…

…showed last 75 words of 992 total…for instance, is not that intense. This may explain why the company, despite having been in the business for over a century, has achieved a small part of the market pie. In addition, though the company has pioneered in alternative beverages (i.e., non-cola drinks), it has failed to maximize its capacity in research and development. This, however, when capitalized by Cadbury Schweppes may provide competitive advantage in answering to the market's dynamic preference changes.