The study presents the strategic planning process preliminary to preparation of a marketing strategy of Kraft/Cadbury. Study gives business definition, segmentation and positioning of Kraft/Cadbury after its merger on February 2010. A macro-environmental analysis is…
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ance and future prospects; Kraft core capabilities and assets; Strategic position assessment; recommendation and limitations of the study are also obtained to form part of the process.
Cadbury Schweppes is a confectionery manufacturer that has been known for its English heritage. Established in 1824, the company managed to stay on top of the big confectionery manufacturers and has become as third world leading manufacturer of confectionery in the world. It has established business units in Britain and Ireland, Middle East and Africa, North America, South America, Europe, Asia and Pacific.
Kraft Food is a manufacturer of packaged food products, including snacks, beverages, cheese, convenient meals and various packaged grocery products. Its products are sold to consumers in 160 countries and had operations in more than 70 countries and products made at 159 manufacturing and processing facilities globally.
The key segments covered by Cadbury are chocolate and candy brands. Its chocolate brands are Cadbury Dairy milk, Crème Egg, Flake and Green & Black. Its gum brands are Trident, Hollywood, Stimorol, Dentyne, Clorets and Bibbaloo. Candy Halls, Maynards, Cadbury Eclairs and Natural Confectionery Co. (Cadbury Plc description)
Kraft segment covers cheese, dinners and dressings. Portfolio of products include nine brands, including Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House and Jacobs coffee; Nabisco cookies and its Oreo cookie brand; Milka chocolates and LU biscuits.
Together, these two companies formed a formidable company thru a merger done in February 2010 that made Kraft/Cadbury the second largest confectionery in the world. The merger move, according to Kraft CEO, is a transformation for future growth prospects both for Kraft and Cadbury to become the world’s number one confectionery manufacturer (Zendrian, 2010). Projected status of Kraft/Cadbury in the industry as a result of merger is portrayed in
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