Case 2:

In 1989, Kraft's parent company merged Kraft and General Foods. In 2000, Kraft bought Nabisco Holdings, and in 2009 bought Cadbury for about US$19 billion, making Kraft a "global confectionery leader." At the time, Cadbury was the second-largest confectionery brand in the world after Wrigley's.

a. Describe the strategic intent of the case study

b. Justify your answer