Case Name :      Pursuing Cadbury A

Authors :           Stewart Thornhill, Ken Mark

Source :             Ivey Publishing

Case ID :            W12976

Discipline :        General Management

Case Length :    21 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Keith Palmerston, managing director at PKG Capital, is thinking about what to do with his firm’s holdings in Kraft Foods. In early 2010, Kraft, primarily a grocery products firm, is trying to acquire Cadbury, a well-known U.K.-based chocolate manufacturer. Palmerston is trying to determine if Cadbury is a good fit for Kraft’s operations and if the transaction will generate value for shareholders. This case can be used in a strategy course as part of a negotiations module for strategic analysis, and to discuss the topic of valuation..