Case | HBS Case Collection | 1995 (Revised from original 1995 version)

Kraft General Foods: The Merger (B)

by David J. Collis and Elizabeth Wynne Johnson

Abstract

Discusses the recent decision to blend the previously separate Kraft and General Foods units into one operating company with a focus on the creation of a single massive sales force.

Keywords: Mergers and Acquisitions; Salesforce Management; Corporate Strategy; Consumer Products Industry; Food and Beverage Industry;

Format: Print

3 pages

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Citation:

Collis, David J., and Elizabeth Wynne Johnson. "Kraft General Foods: The Merger (B)." Harvard Business School Case 795-153, May 1995. (Revised from original April 1995 version.)

The first ten pages of this case are comprised of the company's history, from 1923 to 2001. The Walt years are described, as is the company's decline after his death and its resurgence under Eisner. The last five pages are devoted to Eisner's strategic challenges in 2001: managing synergy, managing the brand, and managing creativity. Students are asked to think about the keys to Disney's mid-1980s turnaround, about the proper boundaries of the firm, and about what Disney's strategy should be beyond 2001.

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