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Primary File

Kraft Foods: Krafting the Deal for Cadbury

Hsia, S., Coyle, A., Brummett, D, and O’Rourke, J.S. (Editor)
February 15, 2018
SKU:
BUS-004117
Region: 
North America
Topic: 
Strategy & General Management
Length: 
12 pages
Keywords: 
corporate communication, mulit-billion dollar deals, investor, merger, shareholders
Student Price: 
$4.00 (€3.54)
Average rating: 
0

During a tumultuous time that began at the end of 2009, Perry Yateman of Kraft Foods led her corporate communication team through two multi-billion dollar deals, including the hostile takeover attempt of the iconic British brand Cadbury. The complexities of managing two cross- cultural deals, while Jim Cramer places your CEO on his “Wall of Shame” and the world’s best- known investor, Warren Buffett, releases personal statements against a possible merger, could water down your message and take focus away from the main audience, the shareholders.

Learning Outcomes: 
  1. To give students the opportunity to apply a strategic framework to corporate communications, in a foreign context, with a multi-national brand.
  2. To identify the power institutional shareholder and illustrate how, why, and when a corporation is vulnerable to the actions of its largest shareholders.
  3. To illustrate the importance of public perception across multiple cultures.
  4. To identify preventive actions to avoid a corporate communications crisis.
  5. To promote the impact of globalization and how international markets make effective, relevant, and proactive corporate communications strategy extremely relevant.
  6. To illustrate how local problems quickly take on global significance if handled poorly.
  7. To show how cultural context and norms make optimal strategies for crisis communication management different in the United Kingdom versus the United States.