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Kraft Foods, Inc. in India — The Cadbury Acquisition

Author

Listed:
  • V. S. Pai

    (Kirloskar Institute of Advanced Management Studies, India)

  • Ram Subramanian

    (Montclair State University, USA)

Abstract

When the United States-based Kraft Foods, Inc. (KFI) acquired the United Kingdom-based Cadbury plc, KFI got entry into the Indian market. KFI CEO, Irene Rosenfeld had targeted the developing markets as key for the company to achieve a 5% organic growth rate and the strong position of Cadbury India augured well for expanding KFI's presence in that market. However, after nearly a year since the acquisition, KFI was moving slowly in India and appeared content to consolidate Cadbury's market presence. Anand Kripalu, President of KFI South Asia and Indo-China and Managing Director of Cadbury India was to meet his superiors to present his strategic plan for the India operations. He had a critical decision to make regarding whether to continue consolidating the Cadbury brand in India or use Cadbury's strong market presence to launch brands from KFI's global portfolio.

Suggested Citation

  • V. S. Pai & Ram Subramanian, 2014. "Kraft Foods, Inc. in India — The Cadbury Acquisition," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 18(02), pages 371-399.
    • Handle: RePEc:wsi:acrjxx:v:18:y:2014:i:02:n:s021892751450014x
    DOI: 10.1142/S021892751450014X
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