Understanding Customer Relationship

Abstract

This piece of study aims to talk about the importance of understanding customer relationships for Cadbury, after the merger of Kraft and Cadbury. The motive here is to lime light the major issues of the merger that took place between Kraft and Cadbury, from the view point of a Marketing Assistant. Moreover, this study also aims to outline the role and importance of two key stakeholder's groups that are most likely to affect by the merger. Further, it is also included in the report that why Kraft will need to maintain its relationships with these groups if the smooth running of the company is to be maintained. The possible causes of the conflict that can occur as a result of this merger are also discussed. In the end, recommendations are given regarding how two promotional tools could be used to inform and reassure the affecting groups of stakeholders by the merger.

Introduction

Kraft Foods Inc. is a food and beverage conglomerate and a multinational confectionary, operating in America. There are almost 170 countries in which the brands of Kraft Food Inc. are getting market. On the other hand, Cadbury is also a confectionary company that is now owned by Kraft Foods Inc. It is the second largest confectionary company in the global industry after Mars Incorporated. The story of this merger started in the year 2009, when the United States food company Kraft Foods Inc. announced to launch a hostile bid for the famous chocolate maker, UK listed Cadbury. In order to allow Kraft Foods Inc. not to split and rather restructured, Cadbury was seemed to be the final acquisition that was necessary. This fact became clear almost two years in August 2011, after the start of the merger's story.

Discussion

Question 01: Importance of TWO key stakeholders groups affected by the merger

The ...