商务英语企业兼并收购案例解析.ppt

Now its China mainland headquarter (总部) is in Shanghai. It owns many well-known food brands, including peace, Oreo, lots of interest, fun, Trakinas, Tang, Maxwell House, Singles, Philip, Toberone, Planters, delicious, Kraft Miracle Whip, and the European Bismarck. The motivation of this acquisition To get an economy scale When Kraft and Cadbury join their hands, it helps to expand the scale of production and sales to reduce the cost. They both want to increase the revenue by integrating the distribution system and developing new products. To promote the market competitiveness and dominant force For Kraft, this acquisition is a way of the least input, largest gains and fastest effective. Kraft needn’t to make many efforts to build famous brand, weave sales network. All these will be made after the acquisition. To reduce the risks of Kraft’s asset management For the acquisition enterprises, hybrid mergers can achieve diversification, so that it can disperse(分散) the management risks. To avoid bankruptcyFor Cadbury, to join Kraft is beneficial to its business development. It helps reduce the risks to avoid its bankruptcy Kraft: at all costs 组长：李佳乐 组员：朱莲婷 包孝花 王宁 王斌超 陈坚军 NetEase January 20: with 186-year history, the British confectionery brand Cadbury yesterday announced the acceptance that Kraft Foods (Kraft) purchased Cadbury with the improved price of 117 million pounds ($ 19 billion) and defended for their decision of selling Cadbury to this American group, saying that it is the cost of globalization. Kraft Foods Kraft , who produces coffee, candy, dairy products, is now the worlds second-largest food company. In 1982 and 1984, it entered into Taiwan and China mainland market. Cadbury Cadbury Birmingham, a veteran(资格老的) British candy manufacturer founded in 1824, was ever the world’s second largest confectionery company with a total of 2500 types of products and an annual turnover(营业额) over ￡ 1 billion in the UK . After th