Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. Chat with us Please leave your feedback. The case explores the circumstances that led to Cadbury accepting Kraft's offer and provides a detailed account of the deal. According to industry experts, globally, the combined group would be number one in the chocolate and confectionery segments and number two in the high growth gum segment.

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Case study: Kraft takeover of Cadbury

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The takeover of Cadbury by US food and beverages company Kraft, generated a great deal of emotional outpouring by its workers and the media. Alex Miller cuts through the tension to analyse what the deal really meant. You actually need to look back several years prior to this, to when billionaire investor-come-activist shareholder Nelson Peltz got involved with the UK chocolate producer. Before Peltz began agitating the Cadbury management into life, he considered Cadbury to be a directionless conglomerate; albeit one which included a healthy confectionery operation, candy business and Cadbury Schweppes, its beverages operation.

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