Kraft's Takeover of Cadbury
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Case Details:
Case Code : BSTR388
Case Length : 24 Pages
Period : 2008-2010
Pub Date : 2011
Teaching Note :Not Available
Organization : Cadbury Plc, Kraft Foods Inc
Industry : Consumer Packaged Goods
Countries : UK, US, Global
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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American food major takes over British icon
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Cadbury was the second biggest confectionery group in the world. The company manufactured and marketed mainly three kinds of confectionery products - chocolate, gum, and candy. The company's largest brands were Diary Milk in chocolate, Trident in gum, and Halls in candy. Other important brands included Creme Egg, Flake and Green & Black's (organic chocolate line), Hollywood, Stimorol, Dentyne, Eclairs, Bubbaloo, Clorets, Flake, Hollywood, Stimorol, and Trident.
Kraft was the world's second largest food company and manufactured and marketed packaged food products, including snacks, beverage, cheese, convenient meals, and packaged grocery products. Some of its
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well-known brands were Kraft cheeses and dressings, Nabisco cookies and crackers, Oreo cookies, Jacobs and Maxwell House coffees, Philadelphia cream cheeses, Toblerone and Milka chocolates, LU biscuits, and Oscar Mayer meats.
According to some industry observers, the Kraft-Cadbury deal would unite the iconic brands of both the companies to create a global confectionery giant. While the deal would help Kraft in increasing its market share and overseas growth, it would enable Cadbury to reach new markets and establish its presence in the US confectionery market. According to Kraft, the economies of scale provided by the Kraft and Cadbury combination would allow it to increase sales and distribution, and deliver about US$1 billion (£640m) in revenue synergies.
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