Kraft Food Inc and Mondelez - Commercial Real Estate Case Study - Cushman & Wakefield

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Integrated global account management delivery across autonomous business regions


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The Challenge

Kraft appointed C&W as their global provider in July 2011 following a comprehensive RFP process. Their aim was to appoint a single global provider had the capabilities to undertake strategic portfolio planning and delivery efficiencies, following the Cadbury integration.

The challenge of this exercise was that Kraft’s business units had historically always acted independently and no single provider had been used outside the US. Furthermore, ultimate decision making in many regions fell to the country managers which meant the real estate team had little control over the transaction process.

 


The Solution

C&W proposed an “Integrator” model to Kraft, where the global account team would act as a single team globally.

Leverage local relationships that had been established through work with Kraft and Cadbury.

Implement a global technology solution through C&W’ s Fusion site, which meant both the Kraft and C&W teams globally had access to the same tools and processes ensuring that transactions were delivered in a consistent, high quality manner with a clear governance. 

Clear and rigorous data collection process, which would drive accurate portfolio planning.

 


The Results

C&W was able to successfully implement a global account team, consisting of CIS team in each region.

1. Delivered $110 million in one year against Kraft’s $100 million target over 3 years. C&W’s activities consisted of direct disposals, due diligence to support local businesses were they were acting directly.
2. Identified annual savings of $3 million in the CEE & MEA region in Year 1 of the contract and implemented a program to deliver these savings within 12 months.

Implemented a global Fusion site used by Kraft and C&W globally.

 

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Rose Ellis

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London, United Kingdom

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