Kraft Foods, Inc. in India — The Cadbury Acquisition
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.
Year of publication: |
2014
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Authors: | Pai, V. S. ; Subramanian, Ram |
Published in: |
Asian Case Research Journal (ACRJ). - World Scientific Publishing Co. Pte. Ltd., ISSN 1793-6772. - Vol. 18.2014, 02, p. 371-399
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Publisher: |
World Scientific Publishing Co. Pte. Ltd. |
Saved in:
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