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

Lara Spiteri-Cornish ()
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Lara Spiteri-Cornish: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 93-98 from Springer

Abstract: 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?

Keywords: Middle East; Supply Chain Network; Compound Annual Growth Rate; Increase Market Share; Emerge Market (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-642-36861-5_14

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