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1. Increase the market share in the consumer foods industry whereby Unilever is the 3rd largest and Kraft is the 5th largest. Kraft could be looking at increasing their involvement in the home and personal care category where Unilever has shares in the market.

2.

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1. What reasons/justifications were given for the approach?

2. What price was quoted for Unilever and what methods were used?

3. Why was the acquisition approach not successful?