Case study 10: A sweet deal: Cadbury leads Kraft into emerging markets

Lara Spiteri-Cornish

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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?

Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
EditorsDilip S Mutum, Sanjit Roy, Eva Kipnis
PublisherSpringer Verlag
Number of pages6
ISBN (Electronic)9783642368615
ISBN (Print)3642368603, 9783642368608, 9783662511237
Publication statusPublished - 1 Dec 2014

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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