DUBLIN--(http://www.researchandmarkets.com/research/rvw2lt/cadbury_losing) has announced the addition of the "Cadbury: Losing brand value after acquisition by Kraft?" report to their offering.)--Research and Markets (
“Cadbury: Losing brand value after acquisition by Kraft?”
Kraft's CEO, Irene Rosenfeld announced that the company wanted to broaden its position within the confectionery industry as a global leader. In 2010 Kraft's offer of $19.5bn (£11.5bn) was accepted, causing uproar in Britain. This case study examines the affects the acquisition has had on Cadbury's brand name by using examples of established and emerging markets.
Features and benefits of this report
- Describes topics such as innovative products, business models, and significant company acquisitions.
- Fact-based and presented in an accessible style, this report explains the rationale of commercial decisions and illustrate wider market and economic trends.
In 2012 Kraft confirmed that the UK chocolate firm Cadbury generated sales of £257m ($400m) since the takeover. The CEO of the company confirmed that the strong performance helped the company meet its synergy cost earlier than expected.
Kraft CEO, Irene Rosenfeld said that the company would be spending heavily in countries such as India and China with the aim that certain countries will generate revenues of around $1bn.
Concerns remain that Kraft and Cadbury are two very different entities and it will therefore take some time for the companies to combine and operate as one.
Your key questions answered
- Has Cadbury lost brand value after acquisition by Kraft?
- Has Cadbury enjoyed success in emerging markets?
- What difficulties has the acquisition caused for Cadbury?
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