商务英语企业兼并收购案例分析.

1、组长：李佳乐组长：李佳乐组员：朱莲婷组员：朱莲婷 包孝花包孝花 王宁王宁 王斌超王斌超 陈坚军陈坚军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 decis

2、ion 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. Now its China mainland headqu

3、arter (总部总部) 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.CadburyCadbury Birmingham, a veteran(资格老资格老的的) British candy ma

4、nufacturer founded in 1824, was ever the worlds second largest confectionery company with a total of 2500 types of products and an annual turnover(营业额营业额) over 1 billion in the UK . After the merger of a drink company Schweppes(玉泉玉泉) in 1969 , the company named Cadbury.Why there was such a case1What

5、 it brought out to both companies2What implications for other organizations3The motivation of this acquisitionn 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 integrat

6、ing the distribution system and developing new products.n 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 neednt to make many efforts to build famous brand, weave sales network. All these wil

7、l be made after the acquisition. n To reduce the risks of Krafts asset management For the acquisition enterprises, hybrid mergers can achieve diversification, so that it can disperse(分散分散) the management risks.n To avoid bankruptcyFor Cadbury, to join Kraft is beneficial to its business development.

8、 It helps reduce the risks to avoid its bankruptcybenefitsproblemsinfluence1.2.3. Cadbury can learn Krafts marketing experience in developing countries continue to expand their candy kingdom. Enhance Krafts strength in newly-born market Help Kraft step into the candy market to seize the higher groun

9、d 1.2.3.The employees are faced with the redundancyMay lead to contradiction (抵触抵触) among the employeesFaced with the problem of personnel restructuring It is not the strongest of the species that survive, but the one most responsive to change: Only with a sense of change, can the enterprises surviv

10、e in the competition. The companies need proper management. Properly regard the acquisition and catch every possible chance for development.Implications:Kraft will make their own food a giant to become even more powerful on its road Kraft: at all costsFor The Kraft, once successful, its global position will surpass the Nescafe, becoming the worlds bigge