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Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets

In: Marketing Cases from Emerging Markets

Author

Listed:
  • Lara Spiteri-Cornish

    (Coventry Business School, Coventry University)

Abstract

February 2010 saw the acquisition of Cadbury, one of the two major confectionary players in the world, by USA-based Kraft Foods Inc.. Analysts believe that the acquisition of Cadbury was the final step in a strategy designed to enable Kraft to be restructured and split into two companies by the end of 2012: a grocery business worth around $16bn; and a global snacks business worth approximately $32bn global. Cadbury was pivotal in providing the scale that Kraft needed to strengthen its snacks business, providing it with the sought-after foothold in emerging markets, defined here as Latin America, Middle East, Africa, Eastern Europe and Asia Pacific. But how was Cadbury able to do this?

Suggested Citation

  • Lara Spiteri-Cornish, 2014. "Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets," Springer Books, in: Dilip Mutum & Sanjit Kumar Roy & Eva Kipnis (ed.), Marketing Cases from Emerging Markets, edition 127, pages 93-98, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36861-5_14
    DOI: 10.1007/978-3-642-36861-5_14
    as

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