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How To Write An Expository Essay
How To Write An Expository Essay
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How To Write An Expository EssayHow To Write An Expository Essay
Analysis of the Kraft Food- Cadbury Merger
Table of contents
I.Introduction4
II.The case5
III.Analysis: competitive assessment6
1)Confectionery sector overview.7
2)Relevant product market9
3)Relevant geographic markets11
4)Unilateral Effects 11
IV.Our results: pro collusive effects and efficiency gains.14
V.Conclusions15
Bibliography16
I.Introduction
Kraft is a worldwide food and beverage company active in more than 150 countries with
annual revenues of $48 billion while Cadbury is a worldwide producer and seller of
chocolate and sugar confectionery products in over 60 countries. As stated by the
European Commission: Both Kraft and Cadbury are strong players in the chocolate
confectionary business in the European Economic Area. With its ... Show more content on
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In addition, the parties have a combined aggregate worldwide turnover of more than
EUR 5 billion, moreover, each of them has a communitywide turnover in excess of EUR
250 million but none of the two has more than two third of their aggregate
communitywide turnover within one and the same Member State. For these reasons, the
case was considered to have a Community dimension and therefore, to be relevant.
The commission was not concerned about the entire activity of the two groups, but
focused its attention on the chocolate confectionery market and to a lesser extent, on the
sugar confectionery and chocolate drinks, where the two parties presented overlapping
activities, large market shares, and in some Member States, namely Romania and
Poland, the two were brands were regarded as close substitutes and no other similar
products were registered in the reference market.
The commission based its decision on the results on various economic analysis and
market research undertaken with the explicit purpose of assessing the market power of
the two group before and after the merger.
On 7 December 2009 Kraft Food proposed a first commitment package in order to render
the
Hamlet, Prince of Denmark
Hamlet, Prince of Denmark
By William Shakespeare