Kraft Foods, Inc. in India — The Cadbury Acquisition

V. S. Pai () and Ram Subramanian
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V. S. Pai: Kirloskar Institute of Advanced Management Studies, India
Ram Subramanian: Montclair State University, USA

Asian Case Research Journal (ACRJ), 2014, vol. 18, issue 02, 371-399

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.

Date: 2014
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DOI: 10.1142/S021892751450014X

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