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