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

Lara Spiteri-Cornish

Research output: Chapter in Book/Report/Conference proceedingChapter

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?

Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
EditorsDilip S Mutum, Sanjit Roy, Eva Kipnis
PublisherSpringer Verlag
Pages93-98
Number of pages6
Volume9783642368615
ISBN (Electronic)9783642368615
ISBN (Print)3642368603, 9783642368608, 9783662511237
DOIs
Publication statusPublished - 1 Dec 2014

Fingerprint

Emerging markets
Middle East
Asia-Pacific
Food
Analysts
Global business
Eastern Europe
East Africa
Latin America
Grocery

ASJC Scopus subject areas

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

Cite this

Spiteri-Cornish, L. (2014). Case study 10: A sweet deal: Cadbury leads Kraft into emerging markets. In D. S. Mutum, S. Roy, & E. Kipnis (Eds.), Marketing Cases from Emerging Markets (Vol. 9783642368615, pp. 93-98). Springer Verlag. https://doi.org/10.1007/978-3-642-36861-5_14

Case study 10 : A sweet deal: Cadbury leads Kraft into emerging markets. / Spiteri-Cornish, Lara.

Marketing Cases from Emerging Markets. ed. / Dilip S Mutum; Sanjit Roy; Eva Kipnis. Vol. 9783642368615 Springer Verlag, 2014. p. 93-98.

Research output: Chapter in Book/Report/Conference proceedingChapter

Spiteri-Cornish, L 2014, Case study 10: A sweet deal: Cadbury leads Kraft into emerging markets. in DS Mutum, S Roy & E Kipnis (eds), Marketing Cases from Emerging Markets. vol. 9783642368615, Springer Verlag, pp. 93-98. https://doi.org/10.1007/978-3-642-36861-5_14
Spiteri-Cornish L. Case study 10: A sweet deal: Cadbury leads Kraft into emerging markets. In Mutum DS, Roy S, Kipnis E, editors, Marketing Cases from Emerging Markets. Vol. 9783642368615. Springer Verlag. 2014. p. 93-98 https://doi.org/10.1007/978-3-642-36861-5_14
Spiteri-Cornish, Lara. / Case study 10 : A sweet deal: Cadbury leads Kraft into emerging markets. Marketing Cases from Emerging Markets. editor / Dilip S Mutum ; Sanjit Roy ; Eva Kipnis. Vol. 9783642368615 Springer Verlag, 2014. pp. 93-98
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