Kraft Food’s Corporate Strategy: Acquisition and Mergers

Kraft Food’s corporate strategy has included the acquisition and mergers of most its brands. Some of the brands that Kraft acquired were over 100 years old such as Minute, Oscar Mayer, Planers, Jell-O, Baker’s chocolate, etc. A great deal of these brands were added during 1988-2007 when Philip Morris owned Kraft. Philip Morris began spinning off some of its businesses such as Kraft; thus, Kraft becames independent in 2007. Kraft continued to acquire food related businesses. In 2008, Kraft decided to spin off its post cereals and it also sold the North American pizza business to Nestle. These divestitures were followed by more acquisitions of existing food businesses. The acquisitions allowed for Kraft to find synergies from sales and marketing as well as distribution and customer support.