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- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,...
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Keywords:
Brand Management;
Brand Value;
Brand Equity;
Marketing Roi;
Brand Storytelling;
Intangible Assets;
Brand Valuation;
Marketing;
Marketing Strategy;
Brands And Branding;
Management;
Corporate Strategy;
Consumer Behavior;
food;
Marketing Communications;
Advertising;
Private Equity;
Consumer Products Industry;
food And Beverage Industry;
United States;
North America
Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.)
- December 2017
- Case
Mondelēz International
By: David Bell, Kerry Herman and Amram Migdal
Mondelēz International is a packaged foods company competing primarily in “snacks” around the globe. The case describes how and why the Kraft Inc. CEO, and later Mondelēz CEO, Irene Rosenfeld, created Mondelēz and how she positioned it as a growth company at a time...
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Keywords:
Agribusiness;
food;
Growth And Development Strategy;
food And Beverage Industry;
Europe;
Asia;
China;
Latin America;
Middle East
Bell, David, Kerry Herman, and Amram Migdal. "Mondelēz International." Harvard Business School Case 518-051, December 2017.
- November 2017 (Revised August 2018)
- Case
Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy
By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman
The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,...
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Keywords:
Snack Food;
Snack;
Global Snacking;
Packaged Food;
Consumer Packaged;
Kraft Foods;
kraft;
Agribusiness;
Change;
Change Management;
Corporate Strategy;
Transformation;
Geography;
Geographic Scope;
Global Strategy;
Leadership;
Leadership Style;
Leading Change;
Management;
Business Or Company Management;
Growth And Development Strategy;
Management Style;
Marketing;
Brands And Branding;
Demand And Consumers;
Consumer Behavior;
Organizational Change And Adaptation;
Planning;
Strategic Planning;
Strategy;
food And Beverage Industry;
Illinois
Sadun, Raffaella, David J. Collis, Amram Migdal, and Kerry Herman. "Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy." Harvard Business School Case 718-403, November 2017. (Revised August 2018.)
- May 2017
- Case
Battle for the Soul of Capitalism: Unilever and the Kraft Heinz Takeover Bid (A)
By: William W. George and Amram Migdal
This case describes Kraft Heinz Company’s (KHC) February 2017 unsolicited $143 billion takeover offer to acquire Unilever. The offer was made to Unilever CEO Paul Polman by KHC chairman Alexandre Behring, who was also co-founder and CEO of Brazilian-based 3G Capital...
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George, William W., and Amram Migdal. "Battle for the Soul of Capitalism: Unilever and the Kraft Heinz Takeover Bid (A)." Harvard Business School Case 317-127, May 2017.
- November 2005 (Revised August 2007)
- Case
ConAgra Foods: The Next Chapter
By: Ray A. Goldberg and Mary L. Shelman
In 2005, CEO Bruce Rohde has almost completed the integration of ConAgra Foods' collection of 90 independent operating companies into a focused, value-added firm and was beginning to think about his successor. ConAgra had become the second largest food company and No....
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Keywords:
Change Management;
Corporate Strategy;
Leading Change;
Management Succession;
Strategic Planning;
Brands And Branding;
food;
Agribusiness;
Product Marketing;
Management Teams;
Transformation;
Customer Focus And Relationships;
food And Beverage Industry;
Agriculture And Agribusiness Industry;
United States
Goldberg, Ray A., and Mary L. Shelman. "ConAgra Foods: The Next Chapter." Harvard Business School Case 906-409, November 2005. (Revised August 2007.)
- November 1998 (Revised October 2003)
- Case
Mike Winsor: A Career in Marketing
By: Robert J. Dolan
An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing.
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Dolan, Robert J. "Mike Winsor: A Career in Marketing." Harvard Business School Case 599-065, November 1998. (Revised October 2003.)
- April 1995 (Revised May 1995)
- Case
Kraft General Foods: The Merger (B)
By: David J. Collis and Elizabeth Wynne Johnson
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.
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Keywords:
Mergers And Acquisitions;
Salesforce Management;
Corporate Strategy;
Consumer Products Industry;
food And Beverage Industry
Collis, David J., and Elizabeth Wynne Johnson. "Kraft General Foods: The Merger (B)." Harvard Business School Case 795-153, April 1995. (Revised May 1995.)
- November 1994
- Case
Kraft General Foods - Risk Management Philosophy
By: Ray A. Goldberg
Goldberg, Ray A. "Kraft General Foods - Risk Management Philosophy." Harvard Business School Case 595-046, November 1994.
- June 1991 (Revised June 1995)
- Teaching Note
Kraft General Foods: The Merger (A) and (B), Teaching Note
By: David J. Collis
Teaching Note for (9-391-139) and (9-795-153).
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Keywords:
food And Beverage Industry
- March 1991 (Revised May 1995)
- Case
Kraft General Foods: The Merger (A)
By: David J. Collis
Describes Philip Morris' acquisitions of General Foods in 1985 and Kraft, Inc. in 1989, focusing on the integration of Kraft and General Foods that forms a $30 billion food subsidiary. Details the steps required to merge these two large companies, emphasizing the...
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Keywords:
Mergers And Acquisitions;
Business Subsidiaries;
Business Or Company Management;
Managerial Roles;
Business Processes;
Cooperation;
Integration;
food And Beverage Industry
Collis, David J. "Kraft General Foods: The Merger (A)." Harvard Business School Case 391-139, March 1991. (Revised May 1995.)
- January 1989 (Revised February 1989)
- Case
Kraft Foodservice
By: John A. Quelch
Quelch, John A. "Kraft Foodservice." Harvard Business School Case 589-041, January 1989. (Revised February 1989.)