Critical Essay

Kraft’s Acquisition of Cadbury: A Case Study of Controversy

2 pages | 480 words

This essay looks at the controversy surrounding Kraft's 2010 acquisition of Cadbury, one of the world's leading chocolatiers. Critics accused Kraft of being motivated by short-term financial gain rather than long-term strategic vision, and the merger resulted in job losses and factory closures. There was also criticism of the way in which Kraft was integrating the two companies, with some employees feeling that Kraft was more interested in imposing its own culture on Cadbury rather than respecting the heritage of the British company.