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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Excerpts
Background Note
Cadbury
The origins of Cadbury can be traced backed to 1824, when John Cadbury (John), a Quaker , opened a shop in Birmingham, central England, to sell drinking chocolate alongside coffee and tea...
Kraft
The history of Kraft can be traced to three entrepreneurs in the late 19th and early 20th centuries – L. Kraft (James), C.W. Post (Post), and Oscar Mayer...
The Bidding War
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In July 2008, Carr replaced Sunderland as Cadbury's chairman. As chairman, Carr set some financial goals for the company which included increasing profit margins by 2011...
The Final Deal
After Cadbury rejected two hostile bids from Kraft, Rosenfeld decided to increase the cash portion of the original bid...
The Rationale
According to Kraft executives, a tie-up with Cadbury, which is the world's second largest confectioner, would create a global powerhouse with annual sales of around US$ 50 billion (£31.1 billion)...
Excerpts cont..
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