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- May 2020
- Teaching Note
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
Teaching Note for HBS Case No. 519-076. 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...
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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;
Food and Beverage Industry;
Food and Beverage Industry;
United States;
North America
- 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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- December 2017
- Supplement
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands (Vegemite—the iconic Australian spread,...
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Keywords:
Mergers ＆ Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Diversification;
Consumer Goods;
Iconic Brands;
Australia;
Corporate Finance;
Bidding Strategy;
Cross Border;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Food and Beverage Industry;
Food and Beverage Industry;
Food and Beverage Industry;
Australia;
United States
- 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
- 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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- 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;
Food and Beverage Industry;
United States
- 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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- 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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