Growth Destroyed Brand Value

Starbucks Corporation is an international coffee and coffeehouse chain based in United States. It is currently the largest coffeehouse in the world. However, in 2007, a leaked internal memo written by founder Howard Schultz has revealed that the brand value of Starbucks was no longer as good as it was when in the golden age of the company in customers and has faced a series of problems. (media. corporate-ir.net)

As a consequence, I now have been assumingly appointed by the senior manager to be in charge of the case, which requires me to identify the problems the company has faced and provide consequent recommended solutions; and authenticated to provide strategies in order to recreate and restore the brand value in customers, which needs me to point out the current stakeholders of Starbucks and offer the better approach to make connection and communication with them.

The case is responsibly investigated and the report related to the case is presented by me who assumed to be assigned by the senior manager of Starbucks to be in charge of the case. * Identification of the problems and presentation of the analysis report on the reasons of issues by acquiring and assessing the diverse types of information and knowledge through various sources. Inadequacies and weaknesses within the organization are included in the report. Problems identified are as follows.

First, it was hard to maintain the glory of Starbucks as before and there was a tendency to the loss of Starbucks’ brand value. Moreover, Starbucks’ customer traffic has a slowdown therefore profits of Starbucks tend to decline to 28%, according to the previous sales revenue. To an extent, the brand culture of Starbucks was at the bottleneck, as customers cite that the company is focused on maximum profit earning instead of brand value. Reasons to these problems can be analyzed as following.

First, the buildup of infrastructure which supports Starbuck’s growth resulted in bureaucracy. (media. corporate-ir. net) This could be the reason why Starbucks found that it is hard to maintain the glory as old times. Information can be found through the type of quantitative information such as Starbucks’ annual financial reports which issued to Starbucks Official Website on the Internet as formal information source. It is therefore a secondary research which has been conducted by using the Internet.

Second, it is because the lost the focus on the customer. It is the reason that Starbucks has a slow traffic on its customers. In other words, the customers were declined. This happened due to, first; the early customers who adapted and valued Starbucks’ atmosphere and relaxing over quality coffee recognize themselves as a group of minority that the company mainly focused on those grabs and go type of customers; second, there are too many new products introduced; third, new stores opening and new products launching made superficial growth. (blogs. hbr.org)

The types of information which relates to the reason could be identified as the service and past information, through which the trend of customer traffic can be clarified. The information can be acquired through the sources of primary and customer information. Lastly, fail to commit to the continuous and creative enhancement of the Starbucks Experience. Reasons for brand value loss, which is an identified problem, from Starbucks could be found. As the identification through various information types, strategic and future information can be the types that used to clarify how the problem is there.

These two types of information can be gathered from the sources of internal and unofficial secondary information data.  Alternative solutions for solving the problems. The solution currently taken by Starbucks is to “transform Starbucks for the future by embracing our rich heritage and renewing our focus on coffee as our core. ” (media. corporate-ir. net) It involves “introducing new, exciting products and programs to our partners, and store enhancements to increase our focus on the customer. ” (media. corporate-ir.net)

Furthermore, the solutions taken involves the closure of 600 Starbucks stores in the US. (blogs. hbr. org) However, as the problems identified are not only limited to those solutions as previously mentioned, there could be an expansion to those solutions for solving the problems in a more flexible approach. Therefore, Starbucks could be suggested to review and rebuild the Starbucks Experience program for its customers. Even the focus of the company is on coffee as a fundamental one, innovations still need to be done in relation to customers.

New products and experiences would be debuted in Starbucks’ coffeehouse for customers to actually get the feeling that it’s all for them and made enjoyment through it. As a result, initiatives of recalling the creativity of the company should therefore be taken as customers and partners are reminded such step the company taken. Recommendations for future improvement to Starbucks relating to information and knowledge management. It is recommended that, in order to make future improvement of the company, Starbucks could consider these following methods of information and knowledge management as their candidate options.

Given the current ability of how Starbucks deal with information, the information system which could be used to improve Starbucks’ information accessing abilities is the Management Information Systems (MIS). The MIS provides a chance for Starbucks to transform data from internal and external sources into information. For Starbucks, in a board meeting in which the CEO, Howard Schultz, has been questioned about the lack of profitability, he has cited the importance of such system by saying, “… we’re going to keep losing money until we can do three things.

We need a computer information system sophisticated enough to keep track of sales in hundreds and hundreds of stores. ” (www. mhhe. com) For that reason, by applying the MIS, the expectation of such computer system can be fulfilled that enable the management incorporate appropriate information into decision making processes. Another additional method for the company can be the implement of the Decision Support Systems (DSS). The DSS is beneficial when there is a lack of interpersonal communication or the company is becoming less competitive in its business. For Starbucks, 2. The decisions and recommendations have been adopted by Starbucks.

They planned to retain customer loyalty and respond to rumors by improving customer service. Therefore, the job of me is listed as follows. * Identification of the personnel, including customers, stakeholders and other contacts, with the relevance to business relationship of Starbucks. Starbucks’ stakeholders can be identified as employees, customers, suppliers, farmers, shareholders, governments, community members, environmental groups, activists and so on. These stakeholders of Starbucks have been specified as follows. – Employees: According to the record, Starbucks has approximately 137,000 employees worldwide.

Their jobs are not solely keen on the coffee shops’ operations which are located around the globe; moreover, they participated in a series of voluntary programs. For example, as the 2005 struck of Hurricane Katrina in New Orleans, United States, employees of Starbucks participate in the reconstruction of New Orleans. They worked on various projects, including houses, planting trees and an urban garden. (en. wikipedia. com) Their efforts helped Starbucks to make a positive effect on its public relations in business. – Customers: These are the people who constantly visit the store of Starbucks.

Enjoyment of their trip could be of extraordinary importance to the company. As for the nature of customers, Starbucks provided different kind of methods for them in order to make contact more easily and effective with them, such as phone, regular mail or e-mail services. These could be used as feedback channels for monitoring the company’s performance as a fundamental method to Starbucks’ business. – Suppliers: It is essentially important that to make sure Starbuck’s suppliers fully aware of the needs required by the company and keep a permanent and positive relationship with qualified ones.

Therefore, the Starbucks Coffee Sourcing Guidelines (CSGs) are issued, which have ended the company’s previous two-year pilot. The CSGs basically “aim to set standards for producers, which, if achieved, guarantee a premium price for their coffee crop. ” (www. greenbiz. com) As a result, in order to successfully get the premium price, the suppliers must make sure that they have made the checking on their own to meet the requirements of the Guideline, which also includes additional taste tests by Starbucks.

This is an endeavor made by Starbucks in its business that to keep the constant high quality on its brand through suppliers. – Farmers: Fair trade has played an important role in this kind of stakeholders. As a matter of fact, Starbucks purchases coffee from farmers in 29 different countries. Once farmers have achieved multiple qualifications which set down by the Fair Trade Foundation and Starbucks practices, the company will therefore buy their coffee at a higher than market price and make sure of the contentious purchases in the future. (www.treehugger. com)

Resulting from this, the farmers get more stability and security on whether or not their crops will be sold and, as mentioned previously, they are able to get the premium price if they followed the Starbucks Coffee Sourcing Guidelines. This is not only for making sustain supplies in Starbucks’ business, but also for farmers’ benefits and their motivation on supplying quality coffee corns. – Shareholders: Starbuck’s shareholders will be given dividends and they have the right to vote on the company’s initiatives. – Governments:

Issues of Starbucks sometimes need the support of municipal governments. – Community members: “Every Starbucks is a part of community. ” (www. starbucks. com) This is a belief held by the company. In other words, Starbucks believes that being good neighbors and helping them thrive would be the commitment wherever we do business. – Environmental group: As we all are living on the same and only planet, ecological considerations must be taken. There are indeed some customers of Starbucks who care about environments ask about the paper cups used.

In struggling with reducing environmental impacts by the company, these questions could be answered, not only for the customer in the business but also for the earth we live in where we run business. Therefore, in order to accurately and adequately spend the time and money on environmental issues, it requires the partnership of the environmental groups for support. – Activists: Consumer activists are the people who could give the up-to-date information on Starbucks activities through a range of Internet communication tools, such as Facebook, Twitter, MySpace and other online communication services.

Development of business networking, by appropriate methods, from the contact made with the identified sources. – Business networking with stakeholders can be formulated as shareholders meeting. By definition, a meeting is “a group of people coming together for the purpose of resolving problems and making decisions. ” (Management 2004: 502) As for Starbucks, the shareholders’ meeting, as always, is organized by the company that encourages attendances of its shareholders every year. (www. starbucks.com)

The meeting can either be attended on-spot at a chosen place by the company or as convenient as logging on to a webcast of the meeting on the Internet, wherever you are. In this way, shareholders of Starbuck are given the chance to acquire a review of the company’s recent performance, vote on some business proposals and ask some questions they have in mind with answers given. – Business networking with stakeholders could be formed through Internet by the Starbucks Digital Network.

The Starbucks Digital Network, in partnership with Yahoo!, The Economist, ESPN Insider and other websites yet to be established, create the opportunity that, by serving up a collection of news, entertainment, lifestyle and other channel contents, a dynamic and flexible way to make a business network. (www. sjrtmdl. org) In spite of a series of channels which are included in the network, a section called My Starbucks Idea virtually made the innovation endeavors to anyone, who can use Internet and are interested in Starbucks business, to participate with their spear time favorably fulfilled and their valuable ideas given for the company.

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Farmers Union Iced Coffee, Advertisement

Farmers Union Iced Coffee was launched in 1977 by a group of dairy farmers who were creating a new recipe for the Royal Adelaide show. The milk beverage is Australia’s largest selling flavored milk and each year Australians consume in excess of 27 million litres of the beverage each year. There are a few ideas and issues that are raised in the text that I can point out. I think that the idea of having an ad about the worlds history and issues while showing normal every day Australians playing out the roles and then able to hide the real message is a sensational advertisement.

The general idea in any advertisement is to try and increase the sale and popularity of a product. I have probably seen the Farmers Union ad a thousand times and never really paid much attention to it honestly not really knowing what they were going on about, but until I had actually taken the time to break it down and really think about it did I understand and give credit for how clever it was.

I had an experience where I was in a shop with a mate who was looking to buy a drink, while looking at his options I pointed out a Farmers Union Iced Coffee and told him how I finally figured out what they were talking about on the television ad and explained it all out to him. When I told him each and every detail he came up with the decision to buy one, which then occurred to me that the ad was successful because when I saw the product it reminded me about how good the ad was which then led to me telling my friend who bought the product. I do believe that the ad does have a negative side to it.

Some of the scenes in the advertisement could be offensive to some viewers, for example, the Apollo 1 disaster in which all three of the crew aboard were killed in the fire, the feminist push in the 1970s where a man is seen burning a bra instead getting into the game of cricket which is on the TV. I think that it was a gamble to put these in the ad, they are only minor but could have received a fair bit of controversy towards the past and times where people would not like to have been reminded. Having said that everyone will have their own interpretation about the ad and how it is portrayed.

The genre of this advertisement would in my opinion be comedy, mainly due to the fact that the way the ad is produced and I believe that the laid back culture of Australians most people could maybe have a laugh. I get this because of the narrators voice, it almost brings out the way in which we may have acted during those times, like the underarm incident in the 1980s, I think the general action now would be something along the lines of “What he did was stupid, but look at how we all reacted” of course if I had lived through the particular time that is how I would be looking at it now.

I think that they could probably get away with a bit more than they could because the culture in Australia is seen as a friendly and laid back place, sure times are bad but here we get over them and look back at them while having a laugh. There is a higher representation of males throughout the whole of the ad. There are only two females showed, one being a minor character who doesn’t get much attention paid to her and another who represents Cathy in 2000.

Also neither of the females is drinking the beverage, in each clip where someone is drinking the Iced Coffee it is always a male which could give the stereotype that usually only males consume the product because they work out in the hard conditions sweating under the sun. I don’t think that it would cause much of a stir or would anyone really realize it, but it’s something I picked up while watching closely.

The dominant reading when someone firsts sees this ad I think would definitely be just going along with what the narrator is saying and possibly being confused at what is going on, but still giving it the attention to make sure they tune in next time to the advertisement to be able to fully understand it. It would also probably be easier for someone that would have lived through these times at which the events all occurred or have learned about them through education or interest in areas such as sport or travel to space in order to pick up the disguised meanings.

The Alternative reading would be getting the ad for its real backgrounds meanings which are disguised through normal looking people, but representing world wide issues. Someone would have to be pretty switched on throughout the adverts between their programs to pick it up. I do not think someone could have figured out each event the first time they saw the ad, it would probably take someone a few times to see the ad then work it all out.

The use of intertextuality in the advertisement of Farmers Union shows Australian tradesmen and hardworking sweaty men drinking it while they are working. It would give the message that this sort of beverage is for big, strong and tough men and is not for the light hearted. It also shows that if you are in a bad situation, the best Iced Coffee in Australia will get you through it and it already has through some of the good and bad times shown throughout the advertisement.

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Bru Case Study

All information in the case has been garnered from sources in the public domain. This case has been developed for purely academic purposes, and is not in any way the intended or actual plan of Bru World Cafe Comstrat 2011 Visit us at www. draftfcbulkacomstrat. com Page 0 About the Category/ Brand and Market Trend . BRU is India’s largest coffee brand in terms of volume, with a portfolio of instant and roasted & ground (filter) coffee, Ice and Hot Cappuccino and out of home vending.

BRU was the first coffee brand to go national with a variety of offerings suited for the varied and distinct taste palette of the Indian consumer. BRU Green Label Roast & Ground is the largest brand in the conventional coffee segment. BRU’s Hot Cappuccino and Ice Cappuccino are innovative products specially designed for the cafe going youth – to enjoy a great cup of cappuccino even at home. ? The brand enjoys very strong equity in the south and its awareness and associations in the non-south part of the country emanate from its roots as the authentic south Indian coffee brand.

BRU strives to stimulate conversations over coffee livening up every shared moment . A key trend, which has fuelled coffee consumption in India is “rise in conversations over coffee”, which means a direct correlation with increase in out of home consumption for coffee as there is an increasing trend to socialize in cafes (especially in 10 lakh plus towns).  With more than 1500 coffee cafes in the country, up from 175 in 2002 (of these around 1000 have opened in the last 5 years), coffee has emerged as the most happening beverage category, estimated to be around 1000Crs (in End Consume Price (ECP) terms) in 2011. Valued at around US$185 million, the organized cafe market in India is estimated to be growing at a compound annual rate of 25%. Players from Barista Coffee Co. to Cafe Coffee Day are opening outlets practically every weekend. In the past couple of years we have also seen the entry of new players like Cafe Mocha and Gloria Jeans in the premium category. ? The growth of cafes has been triggered by rising youth spending, paucity of alternative hang-outs and an increasing number of new office complexes and colleges.

The market has the potential to touch US$800 million to US$900 million with a total of 5,000 cafes by 2015. Comstrat 2011 Visit us at www. draftfcbulkacomstrat. com . This provides a unique opportunity to leverage the strength of well established brands in HUL’s beverage portfolio to create a service model that would allow building preference for these brands while also adding a sizeable turnover to HUL’s Foods business. Given the size and opportunity of the coffee cafe segment, BRU became the natural choice for leveraging this opportunity. ?

With entry into cafes, BRU plays across the coffee category definition becoming a complete in-home and out-of-home coffee brand and also proactively drives “coffee experience” with direct consumer engagement. This is also an approach for the brand to contemporarise and premiumize by driving imagery through a futuristic segment. ? “Coffee Experience” model is an opportunity which can be utilized to deliver the dual objectives of : Building expertise and coffee credentials for BRU in the coffee category and get an imagery rub-off on the in-home consumption portfolio. Another important value driver identified for the category is, “Bringing out of home experiences in-home”. Cafes will provide a unique space and an exclusive retail channel to drive this opportunity. ? This segment holds immense potential given that the coffee consumption in India is still very low as compared to the rest of the world and the Indian market is just starting to heat up with international players like Starbucks and Dunkin Donuts announcing their entry here. BRU World Cafe Theme Great coffee is an experience. We bring it alive.

When you step into BRU World Cafe, you step into the world of coffee – an experience that is visual, aural, olfactory and gustatory. Name Tagline : BRU World Cafe : Discover the World a cup at a time Cafes today are not about coffee. This theme lets us bring the coffee back to the cafe. It helps us to establish the coffee credentials and in future we can easily translate the out of Comstrat 2011 Visit us at www. draftfcbulkacomstrat. com Page 2 home experience in home. The consumer takeout after a visit to World Cafe: BRU knows coffee like no other.

Identity for the Cafe Target Audience Description Demographics: SEC A/B1 18 years + An audience on the move, who is looking for a unique experience while enjoying their favorite cup of coffee. And cafes also double up as their hangout joints or meeting places. Along with being an ardent coffee lover they are used to the good things in life, are welltraveled or well-read and exposed to the cultures and offerings of the world at large. Experience and Ambience BRU World Cafe is a traveler’s and coffee connoisseur’s haven.

The coffee is served in many traditional styles evoking the palettes of coffee lovers. BRU scours the world to bring the finest coffees from a few prized plantations and stays true to their authenticity by brewing and serving them right. Additionally it provides a relaxed atmosphere with great coffee and vast menu offerings. On entering BRU World Cafe, you leave the hustle-bustle of the city behind. The interior is contemporary and bright, almost Mediterranean in its look and feel  nippets of music one would hear while traveling the globe whether it is the music of the Balkans, country music from the European greens of Italy and Spain or the Tibetan chants. Browse through the eclectic collection of books that give you insights & quaint facts about exotic destinations across the world or just switch off and chill out over your favorite pick from the comic series of Aestrix and Tintin. Coffee facts, stories, legends and myths and the interesting collage of visuals make up the way coffee arrives to you, becoming an integral part of the experience.

It is a place for telling, sharing and creating your own personal story. The Business Challenge There are 7 BRU World Cafes which have opened as part of a pilot run in Mumbai across the western suburbs (Andheri (W), Malad, Bandra, Juhu and Versova) and another 3 are expected to go live within this year. The first cafe went live in February 2011 and the consumer response over the last 5-6 months across outlets has been very encouraging and very positive in terms of the overall experience, ambience, service and differentiation on providing an international coffee experience (best suited to Indian taste palette).

Cafe revenue per day is calculated as number of bills in a day multiplied by the value per bill. So far the overall average bill value is 50% more than the assumptions made as per business case construct, however, the number of bills per day (very critical to ensure long term sustainable business) is only about 30% of the assumption (average of 30 to 40 bills per day per store – taken at an average across stores) 1. How do we increase footfalls (and therefore bill productivity) across the current set of Bru World Cafes without incurring extensive marketing spends? Suggest a marketing model for BRU World Cafe which involves not more than Rs. lakh of annual spend including above the line and local store marketing and production/ fabrication cost of these activities. Prioritize the channel mix with spends break-down and a calculation of return on marketing spend? How can this be made into a sustainable and repeatable model once BRU WORLD CAFE extends into other cities with increasing returns of spends.Given the proposition of BRU World Cafe, which is the one key marketing initiative, in-line with the BRU World Cafe identity which will be clearly differentiated from others and which will help further strengthen the BRU World Cafe differentiation. Comstrat 2011

The success of the pilot in Mumbai will determine future expansion of the BRU World Cafe mix so getting the above objective right is critical. Assume that all other levers of the business case construct are in place. The Communication Challenge Young people today have a far higher disposable income than about a decade ago. Quite naturally then every category these days is vying for their attention. And hence as a target audience youth are the most spoken to today by brands across a plethora of categories from chocolates to denims to mobile phones to fast food chains.

Therefore the challenge of communication is to stand out of the clutter of youth brands and be heard by them. The Communication Task From a brand point of view it is important for BRU World Cafe to appropriate a strong positioning & differentiation to counter competition from the category and beyond. The task also includes resonating with him/her to make BRU World Cafe his/her cafe of preference. This is critical to increase footfalls and repeat visits which are ultimately crucial factors while considering future scaling up and expansion.

The Communication Strategy Your task is to provide a comprehensive communication strategy that details what BRU World Cafe should do to build its brand & gear up for growth in an increasingly crowded cafe space. The strategy document must provide solutions in the following key areas:  Identify key challenges for the brand and its communication. Sharply define who the target consumers should be and their key characteristics.  Identify the key consumer insights in the target group and how BRU World Cafe should work its offerings in line with the consumer needs.

Identify the right positioning and messaging platform for the brand.What should be the brand voice across its offerings?  Identify the right communication message for the brand.  Identify the appropriate media vehicles to reach the target audience. Complete with channel mix, spends and detailed description on mechanics wherever necessary. Outline the complete strategy for the use of new age media like social media, CRM, mobile phones, mobile applications etc. to be leveraged to resonate with this audience .Cafe visits and study of the current consumer marketing and consumer engagement initiatives by existing players and evaluate them for effectiveness and efficiency. Establish key learning from best practices of competitors on spends and returns, driving awareness and footfalls in India (CCD, Barista, Costa Coffee, Gloria Jeans etc. ) and internationally e. g. – Starbucks. Study of non-conventional media channels and relevance and use to drive the above objective. Study of trend and media methods to drive consumer awareness and engagement in the service and retail world which can be applied in this case.

Depth of understanding of successful marketing techniques in this space Innovativeness of the “idea” and/ or “marketing approach” and the ability to create “buzz/ talkability”. Practical application and relevance (ease of execution) to reality. Impact and achievability within the given constraints

Two stages of this event: Stage I: Submission of the written case solution. Stage II: Power point presentation of the shortlisted cases. Stage I: Process and rules for submission of the written case:  DraftFCB+Ulka Comstrat is a contest for Communication Strategy; hence students are requested to focus on the same.  Creative renditions are not necessary and will not be judged. A detailed Media plan is also not required and will not be judged.  A synopsis of the case solution should be submitted as a word document in a minimum font size of 11 points and single line spacing.

The last date for receipt of the submission is 6 pm on 23rd November 2011. A shortlist of six teams shall be arrived at by evaluating the case solutions received.  The shortlist shall be declared on 28th November 2011 and posted on the website www. draftfcbulkacomstrat. com and communicated to K. J. Somaiya Institute of Management Studies and Research. . The six shortlisted teams will be invited to make a power point presentation to a panel of judges on 10th December 2011 in Mumbai.  Synopsis to be submitted as word document only. Font size should be minimum 11 The document should not exceed 15 pages The document should have a single line spacing Synopsis should be submitted on or before 6 pm on 23rd November 2011 Stage II: Final power point presentation of the case:  Shortlisted teams are requested to reach the venue on 10th December 2011 at 12 noon sharp for the set-up and dry run.

Please get your power point presentations on a CD/Pen drive, rest of the equipment shall be provided at the venue. The time limit for each presentation is 20 minutes and the students are requested to strictly adhere to the time-limit. A warning bell will ring after 15 minutes. 4. At the end of 20 minutes the team will be asked to stop the presentation. Students are requested not to indicate their institute’s name on the slides or anytime during the presentation.  Stay and travel arrangements have to be made by the participants themselves.

The Comstrat is a contest for Communication Strategy; hence students are requested to focus on the same. 8. In the case presentation, creative renditions are not necessary and will not be judged. 9. Media plan for the same is also not required and will not be judged. 10. The solution must have only one approach and not multiple options. Key Dates to remember: Last date for written submission ? Shortlist of 6 teams for power point presentation .

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Emerging Businesses in Declining Industries

The consumption of distilled spirits increased across the Unites States. This could be due to both rise and fall in economy during the period, since alcoholic consumption tends to increase in both good and bad times. According to Ataman Aksoy and John Christopher Beghin, “nationwide, sales of distilled spirits increased 6. 1 percent to more than $2. 3 billion in 2002. ” The HEB grocery store chain—one of the largest grocery chain stores with over 300 outlets in Texas, Louisiana, and Mexico—reported that beer and wine topped their charts of beverage sales where over 33 percent of all beverages sold was beer and wine.

They claimed that “soft drinks were the second-most popular beverage, making up 28 percent of sales. Milk made up 21 percent, juices 14 percent, bottled water 3 percent and sports drinks 2 percent. ” And coffee, well it was somewhere down the line! There was also a big increase in the sale of soft drinks from the year 1970. This factor could be largely attributed to the eating habits of people. Fast-food or quick-eats have become very popular over the period of time both due to the non-availability of time and the convenience factors.

Soft drinks go well with these types of salty snack foods and so almost every fast-food eatery started having a counter selling soft drinks. Aksoy and Beghin report that “In 1970, the annual per capita of soft drinks in the United States was 86 liters; in 1999 it exceeded 200 liters according to the U. S. Department of Agriculture. ” Consumption of bottled water was on the increase among people, and the sale of bottled water continued to shoot up the charts. A survey undertaken by Beverage Marketing Corp. , a New York-based organization, sale of bottled water continued to rise in the past decade.

For example, in the year 2001 about $6. 5 billion worth of water was sold and this figure was a rise of 11 percent when compared to the previous year sales. There was an increasing awareness about maintaining good health, and this could be the reason for this sale. Another factor that points to increasing consciousness among people about maintaining good health was the increasing sale of fresh juices. On an average, juice consumption increases by two to three percent in the United States every year. Sale of sports drinks, soy drinks, milk substitutes, and other health beverages continued to rise since the 1970s.

The Capps’ report states that “Americans are drinking more reduced-fat and skim milk than whole milk. ” This desire for looking out for health and nutritional values in food consumption wrote the fate of the beverage industry in the following years. The decline in coffee consumption can be attributed to the concern about the caffeine content in coffee. It is reported that about 75% of caffeine consumed in the United States is through coffee. Several medical studies on the benefits and bad effects of coffee in the health of men, women, the old, the young, and on various other groups of people have been done in the last thirty years.

Coffee is universally accepted as a stimulant that enlivens a person mentally. However, studies on its long-term effects are often varied in their findings. Susan Aldridge reports that “Too much coffee may have an adverse effect, but it appears that, whatever its mechanism, moderate consumption may slow down cognitive decline. ” Another study reported in the journal, Neurology, reports that “Drinking more than three cups of coffee a day may decrease a woman’s rate of cognitive decline associated with age, but offers no such benefits for men.

” Such reports influenced the decisions that people made on their choice of beverage. Many of the reports that linked various health problems to coffee have been ambiguous and unconvincing. There hasn’t been any definite report to prove that coffee drinkers are more prone to heart diseases, cholesterol, high blood pressure, or any other harmful effects. The decline in coffee consumption merely indicates the anxiety that such reports induced on the consumers. Another factor that proves this point is the increase in sale of specialty coffee that had lower levels of caffeine.

Positive messages influence positively and negative messages have a negative impact on the consumers. Here’s a chart that details the opinions of coffee consumers: Source: National Coffee Drinking Trends Study It can also be argued that caffeine exposure doesn’t just come through coffee. Iced-beverages, cocoa-based drinks, soda, and other chocolate-based foods are rich in caffeine content. To back this theory, another reason reported by Lucio Cassia, Michael Fattore, ; Stefano Paleari will be effective. Cassia, Fattore, and Paleari blame the quality of coffee produced during the period for the decline in consumption.

They say that one of the reasons for decline in coffee consumption in the United States “at least before the 1980s, was the progressive worsening of average coffee quality, obtained at the time as mixtures of different varieties, called ‘blends. ’” Competition between different coffee toasters such as General Foods’ Maxwell House and Procter ; Gamble’s Folgers and Nestle drastically increased in the USA since the mid-1950s. Their focus was mainly on price, and they were forced to reduce cost “thus continually introducing more of the cheaper ‘robust’ quality into the mixture.

The final products were definitely less expensive with a bitter and less savory taste. ” They had to maintain constant stock to meet demands. In such a scenario, attention to freshness was put on the backburner, and large-scale production and distribution were given priority. Not every brand that was sold in the market could claim to be the finest coffee. Coffee quality deteriorated with the increasing churning out of instant coffees and other cheap varieties. Many small companies morphed into international companies claiming to make coffee from the best beans in the world.

Such false claims and the decline in the quality of coffee were definitely other factors that kept away coffee lovers from their cups. With a decline in quality, coffee consumption became less attractive, as consumers had other options such as soft drinks and other ready-to-drink beverages readily available to them to experiment with and to get accustomed to. Conclusion To keep up with competition and to keep up the habit of coffee consumption, different types of coffee such as latte, espresso, mocha, cappuccino, and other flavored varieties have emerged. These, however, never led to an overall increase in the consumption levels.

The reason for this can be that the person who tastes one of these varieties is not tempted to go back to it on a regular basis. Flavored coffees, on the hand, can boost consumption levels. For example, a person who tastes one flavor and enjoys it, might experiment with another flavor. They might then go on to try different roasts and may be finally led to consuming regular coffee. Regular coffee is now available in many different forms—we get specialty blends, double-roasted varieties, and others. Due to the changing lifestyles, coffee also seems to be consumed away from home.

This has increased the demand for specialty coffee. Coffee shops offering a variety have kept up consumer interest and coffee consumption levels have been shooting up in recent times. ?

Works Cited

1. M. Ataman Aksoy ; John Christopher Beghin, Global Agricultural Trade and Developing Countries, World Bank Publications, 2005, ISBN 0821358634, 9780821358634, http://books. google. com/books? id=Fm3bqFbXIEIC 2. Judy Putnam ; Shirley Gerrior, Trends in the U. S. Food Supply 1970-97, http://www. ers. usda. gov/publications/aib750/aib750g. pdf 3. http://www. econ. iastate. edu/classes/econ496/lence/spring2004/coffee.

pdf 4. Susan Aldridge, Moderate Coffee Consumption is Linked to Lower Level of Cognitive Decline, European Journal of Clinical Nutrition, 61: 226-32, February 2007. 5. K. Ritchie, I. Carriere, A. de Mendona, F. Portet, J. F. Dartigues, O. Rouaud, P. Barberger-Gateau, ; M. L. Ancelin, The neuroprotective effects of caffeine – A prospective population study (the Three City Study), Neurology, 69: 536-45, 7 August 2007. 6. Lucio Cassia, Michael Fattore, ; Stefano Paleari, Entrepreneurial Strategy: Emerging Businesses in Declining Industries, Edward Elgar Publishing, ISBN 1845421973, 9781845421977, 2006.

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Penetration of the Chinese market

Penetration of the Chinese market must be one of the hardest plans that Starbucks had ever made to continue their business expansion. Everyone must be aware that tea has been part of the culture of this country and selling coffee may risk the whole business plan of the company that would introduce caffeine products to China. In a country that considers tea as the regional drink made it hard for the Starbucks to sell their products which have been considered as prohibited from wholly owning the stores.

Apparently, the company had to develop a strategic marketing plan to persuade the Chinese to patronize the products that have already established a good position in the global market. Aside from the fact that coffee selling is a problem in this region, the Chinese government had also implemented a regulation that enforces he foreign investors to open stores through partnership with local business firms.

Since coffee was not a popular drink in China, the Starbucks did not aimed for the total acceptance of the market of coffee products; in fact, the company considered offering more kinds of tea with little offering of company’s original items. However, Starbucks ended up with the plan to capture the attention of the target market by offering tea and start the coffee education once the market was already captivated (Wall Street Journal, 2006). As a rule, the company needed to have partnerships with local business firms in order to operate in the said country.

During the time when Starbucks penetrated the China’s market, there were only three outlets owned by the three Chinese franchisees. Starbucks, on the other hand, was required to get franchise fee according to the agreement that they have signed prior to the market penetration. The start of twentieth century had given Starbucks opportunities to grow. The company was able to negotiate for more outlets in the Chinese government, making them operate with more than one hundred stores in China today. Basically, Starbucks used Licensing and franchising as the entry strategy in the China’s market.

In licensing and franchising, the organization needs to process the legal documents to get permission from the China’s government in setting up the business in the said country. In this strategy, the company was able to use the manufacturing, processing, trademark, and other skills which will be provided by the licensor. Licensing and franchising is a good way to start an operation in a foreign market because of its low risk manufacturing relationship; however it has a limited form of participation to specific product, trademark, or process, and agreement just like what happened to Starbucks.

In every outlet that the company needs to build in China, Starbucks has to consider the agreement and the location in order to reach the anticipated market share. In China, Starbucks maintains the unique character of serving the finest coffee in the world and high quality globally appreciated food. While continuing to offer the best coffee, it is also leading in China in spreading coffee knowledge and expertise, and creating a coffee culture in a traditional tea-drinking society.

The Starbucks store atmosphere is one which is similar to the old teahouse of China – a gathering place and a community living room (Starbucks Corporation, 2007). Starbucks has been successful in the China’s market; in fact, the company’s way of educating the Chinese to buy and drink coffee products have been very effective. Starbucks was able to build more stores in the said country and continue to expand globally (Yeh, 2006). Through franchising, Starbucks was able to penetrate the market with strong culture orientation; however, the company operated with a strict agreement with the government.

It is a manifestation that Starbucks has the capability to expand the business regardless of the conflict that the company faces along their way to success. Reference Wall Street Journal. “Starbucks Calls China Its Top Growth Focus. ” The Wall Street Journal 14 February 2006: 1 Yeh, Andrew. “Starbucks aims for new tier in China CAFES. ” Financial Times [Asia Edition] 14 February 2006: 17 Starbucks Corporation. Starbucks In China. 2007. 7 August 2007 <http://www. starbucks. com. cn (Flash Navigation > English > About Starbucks > Starbucks In China)>

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Nescafe coffee from nestle company

Table of contents

SUMMARY:

– Nescafe is one of the world’s top-selling brand of instant coffee, made by Nestle. It comes in the form of many different products. While the Nescafe brand was created for the original soluble coffee, it has subsequently been used as an umbrella brand on a number of instant coffee products, including, in the UK, ‘Gold Blend’ and ‘Blend 37’ freeze-dried coffees. Nestle also intends to make Nescafe a globally known brand. Research has shown that coffee consumption in the U. S. continues to decline.

Yet, specialty coffees, as served in Starbucks continues to slowly rise up. Drinkers increased to 4. 9 percent this year, as compared with 3. 3 last year, and 1. 7 in 1995.

DESCRIPTION:

– Nestle France, a subsidiary of the Switzerland-based agrifood giant, manages the company’s grocery division in France. This involves the transport of dry groceries or controlled temperature products sold under the Nescafe, Maggi, Guigoz, Mousseline and other brand names. Third-party logistics (3PL), as a sector within the transportation industry, is growing exponentially as manufacturers try to cut supply chain costs.

In recent years, co-operation between shippers and service providers has become more long-term in nature and has been combined with a high level of integration in the organisational structures and informatics, according to a European Commission study published earlier this year. For the last six years, Nestle France centralised its pre- and post-production transport in order to reduce costs. According to Geodis, Nestle next decided it wanted to focus more on reducing its over all transportation costs, rather than continuing to negotiate prices with selected carriers.

In 2004 Nestle chose Geodis to do a preliminary study of its supply chain flows in order to identify potential areas for improvement. After six months, Geodis submitted a report recommending a flow coordination system that would enable costs to be pooled. Following the preliminary study, Nestle decided to appoint Geodis as lead logistics provider over the next three years for all its transport flows. In return Geodis has made performance guarantees relating to quality, optimisation and total cost reduction.

Geodis will be looking to improve Nestle’s transport and supply chain flows, logistics, management of service providers and invoice checking, among other factors. Under the agreement, Geodis will manage all pre-production flows for the six Nestle France factories. The flows involve 17,000 transport orders every year from 250 foreign and 182 French suppliers. Geodis is also mandated by Nestle France to coordinate all distribution flows to the country’s six national major retailers. The task involves coordinating transport of goods to 125 delivery points in France with an annual volume of 860,000pallets.

The transporters themselves are selected by Nestle France, and will remain contractually tied to the manufacturer. They will invoice Nestle directly. Geodis will receive the orders and monitor their execution. Under the contract Geodis has the option to operate on the transport on its own behalf up to a maximum of 15 per cent of the total volume. The company says its systems interface with existing tools used by the customer, other transport and logistics providers and raw materials suppliers.

On average, logistics costs account for 10 per cent to 15 per cent of the final cost of a finished product. The European Commission estimate includes costs such as transportation and warehousing. Logistics covers the planning, organisation, management, control and execution of freight transport operations in the supply chain. Nestle estimates that on average, some 3,000 cups of Nescafe are drunk every second around the world, but if the nationwide roll out of Nescafe proves a success, the impact of the massive leap in consumption this could entail would be significant.

But in a market where Maxwell House is so strong, and where coffee shops are so abundant, persuading consumers to drink another brand of instant coffee will be a tall order. Until now, that is. The US is the world’s largest coffee-drinking market, and Nestle USA has finally decided to launch Nescafe on a nationwide basis. But rather than focus on its mainstream instant coffee brand, the company has opted to start with Nescafe Frothe, an instant coffee drink which comes in six different flavours: Divinely Mocha, Enchanting Vanilla, Captivating Caramel, Mystical Hazelnut Mocha, Silky White Chocolate and Nestle Butterfinger.

Bruce Handler, managing director of the Handler Design Group and design director at Nestle from 1984 to 1987, explained that from the 1950s to the late 1970s, Nescafe enjoyed steady but slow growth in US, and consumer awareness of the Nescafe brand name was high. Nut this changed in the mid 1980s, when Nestle reformulated the line of Regular and Decaf coffee’s, expanding the line to five different SKUs and switching to European names. Read about 

NESCAFE continues to be the largest brand of instant coffee in the Indian market.

During the year the Company re-launched NESCAFE SUNRISE coffee-chicory blend after it was renovated with superior grade of plantation beans to provide better coffee taste and aroma and competitive advantage. During the year the Company continued to innovate and renovate and in early 2006, launched New NESCAFE 3 in 1 with the right balance of coffee, dairy creamer and sugar and especially formulated to suit the taste profile of the youth who wish to move to the more trendier coffee habit, especially in the tea drinking areas.

Thus Nestle Group savings initiatives mainly Operation Excellence that focused on raw and packing materials, energies, manufacturing processes and optimization of line efficiencies/occupation etc. , helped mitigate the adverse impact of input costs and in controlling other costs throughout the year.

References:

1. Nestle plan Compaign in U. S. for Nescafe brand by Whitman janet from business international in 1999. Publication: wall street journal. Europe.

2. www. foodanddrink. europe. com

3. en. wikipedia. org/Nescafe

4. www. foodproductiondaily. com

5. economictimes. Indiatimes. com

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Kraft Foods’

Table of contents

Kraft Foods’ recent merger with Cadbury is referred to by Marino (2010) as “one of the biggest hostile deals ever in the food and beverage sector and the deal brings with it  a number of opportunities for further M&A (Mergers and Acquisitions)”. This paper aims to analyze the merger and acquisition of Kraft and Cadbury by using the 10 step acquisition process as well as answer several during the analysis in relation to the merger.

The Acquisition Process

Kraft wants to acquire Cadbury since the latter has exhausted its status as a stand alone organization. Waldie (2009) reports that in a meeting with the Chairman of Cadbury PLC, Roger Carr, the Chief Executive Officer of Kraft Foods, Irene Rosenfeld bluntly made it clear that Cadbury could no longer make it as a standalone company and that a merger with her company would be the best alternative for Cadbury which is a confectionary based in Britain that has nearly existed for 200 years.

The Business Plan

McKeever (2008) describes a business plan as a written assertion that describes and analyzes a business and gives specified projections about its future. The plan also covers the financial characteristics of starting or expanding the business, the amount of money needed and how it will be paid back.

Kraft’s plan revolves around four strategies which are:

  1. To build a high-performance organization by recognizing employees as the driving for their success and putting local business units at the heart of the company so that decisions are made close to the consumer.
  2. Reframing of categories by ensuring that their products make the consumers happy through building a global power house that makes snacks, confectionery and quick meals more delicious than ever.
  3. Exploitation of sales capabilities whereby Kraft takes full advantage of their size and broad reach. It possesses one of the largest and most powerful forces in the food industry therefore having an advantage over competitors. In developing markets, they are expanding their distribution in smaller customary outlets.
  4. Reduction of costs without compromising the quality of the products with the purpose of investing more in delicious products that they are known for.
  5. Cadbury has a plan that focuses on the strategy to exploit the strength of their leadership positions with the aim of continuing to grow their market share and therefore considerably increasing the margins and returns.

Kraft Foods Inc is a company that is diversified in its brands. It has featured brands which are Lu, Tiger and Easy Mac. Lu has a prominent presence in France but it is also popular in other European markets as well as the United States. It has 14 brands under it.  Tiger is a popular in South East Asia particularly countries such as Indonesia, Malaysia, Philippines and Vietnam. Easy Mac was launched in 2006 and is a popular brand that has more than a 10 percent share in the macaroni and cheese category. It has various flavors which include Original, Triple Cheese, Alfredo, White Cheddar and Cheesy Pizza.

Kraft has a variety of largest brands, one of which is Kenco. Kenco is one of the UK’s leading brands of coffee. It was established in 1923 by a cooperative of Kenyan Coffee growers who set up the Kenya Coffee Company to distribute high quality coffee beans to Britain. A new range of three single-origin coffees has been introduced from Brazil, Colombia and Costa Rica. These have all been licensed by the Rain Forest Alliance which is an independent, non-profit organization and a global leader in sustainable farming practices.

Cadbury is the company which is associated with sweets. Its first sweet was the milk chocolate developed in 1897. Two years later, the first chewing gum was launched. It was known as Dentyne. Its purpose was to promote oral hygiene. Several brands have been launched since then such as Dairy Milk (1905), Maynards Wine Gums (1909), Milk Tray (1915), Bassett’s Jelly Babies (1918) and Cadbury Flake (1920). It was in the mid-1920s that Dairy Milk gained its brand leader status in the United Kingdom and has enjoyed it since then.

Additional Synergy made by the Kraft Cadbury Deal

Ziyal (2010) reports that Cadbury has contributed to instant consumption conduits such as gas stations and cornershops whereby Cadbury products have made their way into these locations in many countries whereas Kraft products are more concentrated in supermarkets and groceries which display lower margins. Together, these two organizations will experience an increase in overall distribution and margins.

It is also reported that these two organizations will benefit from each other whereby Kraft products will become known in countries like Mexico, South Africa and Turkey where Cadbury has big business. In turn, Kraft will help Cadbury in Brazil and China (Ziyal, 2010).

These two companies will therefore complement each other with their portfolios when their products are introduced in many markets thus resulting in enjoyment of the advantages of larger and well balanced products.

Porter’s Five Forces Model for both Companies

Hill and Jones (2009) state that a manager has the task of analyzing competitive forces in the industry so as to identify the opportunities and threats. They research that the developer of the five forces model, Michael E. Porter created it to help the manager with the analysis. These five forces that shape competition within an industry are:

  • The possibility of rivalry between established organizations within the industry
    Scribd (2009) gives information about the possibility of rivalry between Cadbury and its competitors Mars, Hershey and Nestle whereby price wars would occur if consumers were to shift from chocolate to healthy snacks.
  • Waldie (2009) reports on the rivalry between Kraft and other companies by participating in a bidding war to acquire Cadbury. The announcement made by Kraft led to a rise in stock prices in companies such as H.J. Heinz Co., Campbell Soup Co., Kellogg Co. and General Mills Inc.

The possibility of entry by potential competitors. It is also asserted that “healthy” snacks are the potential competitors to the Cadbury products. This would mean that they would replace the role of the former’s products in satisfying customers worldwide (Scribd, 2009).

Closeness of substitutes to an industry’s products. The healthy snacks are also the closest substitutes to Cadbury products since it is stated that the company should take note of the consumer buying trend whereby a perception has been made that consumers might change from chocolates to “healthy snacks (Scribd).

The bargaining power of buyers. Ganesh (n.d.) illustrates that in countries like China, Russia and India, populations are growing thus consumer wealth and demand for confectionery products is increasing. Therefore the bargaining power of buyers will create a major force in competition intensity (p. 13).

Kraft Foods also declares that it is expanding its distribution to smaller customary outlets thus applying the bargaining power of buyers.

The bargaining power of suppliers. Ganesh (n.d) also asserts that competitive pressures from other national and global suppliers would lead to potential price wars in the developed markets. Here the bargaining power of suppliers applies. Kraft Foods states that it drives down costs without compromising the quality of their products. This is where the bargaining power of suppliers applies.

Kraft Foods SWOT Analysis

WikiSWOT provides the following analysis for Kraft Foods’ Strengths, Weaknesses, Opportunities and Threats:

Strengths

  • Scale & positioning in key food groups.
  • Fiscal strength and business scale.
  • Varied range of chief brands.
  • Strong Research and Development focus.

Weaknesses

  • Trouble launching fresh brands.
  • Most of the growth is reliant on acquisitions or expanding into new markets.

Opportunities

  • Functions in numerous rapid growing categories.
  • International markets.
  • New categories, products which are organic and health focused.
  • Value in leading brands.

Acquisition Plan

DePamphilis (2007) states that the acquisition plan presents details required to effectively implement the organization’s business strategy. It describes the objectives that are to be achieved by the management when an acquisition is completed. Therefore Value Expectations (2008) states that the acquisition was branded as a move to build an international powerhouse in snacks, confectionery and quick meals.

Searching

DePamphilis (2007) suggests that during the search process, it is better to employ a small number of criteria such as the industry and the size of the transaction (p.183). Kraft considered Cadbury because it is a company that is in the food industry and they both specialize in almost the same types of products.

Screen

DePamphilis (2007) here states that screening is a refinement of the search phase whereby it involves the application of more criteria in order to reduce the number of candidates that come up during the search stage (p. 212). Kraft Foods did the screening and discovered during a conference call with analysts that Cadbury was one of the few standalone companies in the industry (Waldie, 2009).

First Contact

The method in which a probable acquirer initiates contact with the targeted organization depends on the size of the target and the availability of mediators with highly placed contacts within the target organization. If there is interest expressed, then a Letter of Intent is drafted formally describing the reasons for the agreement, responsibilities of the two firms and expiration date (DePamphilis, 2007). The CEO of Kraft Foods approached Chairman of Cadbury PLC, a person of high authority and expressed interest in the company.

 Negotiation

DePamphilis (2007) describes this as the most crucial stage in the acquisition process. He further states that the decision to buy or walk away is as a result of continuous repetition in the four activities in this phase. If the deal is ultimately finished then the price paid for the target company is determined in this stage. Dorfman (2010) reported that the two were discussing a deal value at 840 to 850 pence per share for Cadbury in comparison to Kraft’s offer of 769 pence per share.

Integration Plan

The excitement associated with the successful completion of the acquisition fades quickly once the challenge of ensuring the two firms perform directly in line with what was predicted in the business and acquisition plans becomes apparent. Hughlett (2010) reports that the challenge of incorporating Cadbury into Kraft will be a tremendous one as  has been the case in all mergers.

Closing

DePamphilis (2009) states this phase is where all necessary shareholder, regulatory and third party consents are obtained. In addition, the completion of the ultimate agreement of purchase and sale is done. Hughlett (2010) reports that Kraft Foods Inc. announced that it has won support from 71.7 percent of the shareholders of Cadbury PLC, thus allowing the food giant to control the world’s largest publicly-traded confectionary company.

In integration the actual execution of plans is done. Marino (2010) reports that Kraft foods had made some divestures. DePamphilis (2009) states that evaluation criteria can include market size, growth rate and profitability.  Marino reports that the Kraft Foods CEO had said that a meaningful entry into India, Mexico and growing markets like Turkey and South Africa is expected. She also said that the merged company should considerably grow itself in Brazil, Russia and China as well.

In conclusion, Waldie (2009) reported that the Chairman of Cadbury had not been convinced by Rosenfeld’s offer and days later the offer had been rejected. However, later the merger happened and therefore profits are expected since Kraft plans to create a powerhouse in snacks, confectionery and quick meals.

References

  1. Cadbury (2010). Retrieved April 6, 2010, from http://www.cadbury.com/Pages/Home.aspx
  2. DePamphilis, D.M. (2007).Mergers, acquisitions, and other restructuring activities. 4th ed. San Diego: Academic Press.
    DePamphilis, D.M. (2009). Mergers, Acquisitions, and Other Restructuring Activities: An Integrated Approach to Process, Tools, Cases, and Solutions. 5th ed. San Diego: Academic Press.
  3. Dorfman, B. (2010, Jan18). Reuters.
    Ganesh (n.d.) SWOT Analysis of Cadbury. Dhruva College of Management.
    Hill, C. ; Jones G. (2009). Strategic Management Theory: An Integrated Approach. 9th ed. Ohio: Cengage Learning.
  4. Hughlett, M. (2010, Feb 2). Cadbury shareholders OK Kraft’s $19B takeover. Chicago Breaking Business.
  5. Kraft Foods. Retrieved April 6, 2010. From http://www.kraftfoodscompany.com/home/index.aspx
  6. Marino, J. (2010, Jan 19). Kraft-Cadbury Merger Will Spur More Deals. IDD Magazine.com. Retrieved April 6, 2010. from http://www.iddmagazine.com/news/kraft-cadbury-merger-will-spur-more-deals-201983-1.html
  7. Mckeever, M. (2008). How to write a business plan. 9th ed. Nolo.
  8. Scribd (2009). Cadbury. Retrieved April 6, 2010.  From http://www.scribd.com/doc/12785098/Cadbury
  9. Value Expectations (2009). Kraft Foods Inc (NYSE:KFT) acquisition analysis of Cadbury Plc (NYSE:CBY) Retrieved April 6, 2010. from http://www.valueexpectations.com/blogs/kraft-foods-inckft-acquisition-analysis-cadbury-plc-cby09102009
  10. Waldie, P. (2009). Why Kraft wants Cadbury’s secrets. Globe and Mail.
  11. WikiSWOT. Retrieved April 6, 2010, from http://www.wikiswot.com/SWOT/3_Consumer_Packaged_Goods_%28CPGs%29/Kraft_Foods.html
  12. Ziyal, T. (2010). Where the “synergy” lies in Kraft Cadbury deal? . Retrieved April 6, 2010 from http://www.getfoodnews.com/index/where-the-synergy-lies-in-kraft-cadbury-deal-

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