In case of an acquisition the acquiring company uses different valuation methods to determine the value of the firm being acquired. This task is carried out with care since it can result in a loss if the valuation is not done correctly. Many acquisitions are viewed as being more hostile than friendly.The takeover by Kraft of Cadbury is viewed by many analysts as having been more hostile than friendly. It is very rare in practice to see a merger of equals. This means that in real sense many mergers are actually acquisitions. Top managers and executives of a firm being acquired try to make things better for their shareholders by claiming a high fee. In the real world however, being bought out comes with negative connotations. In taking over Cadbury Kraft wanted to achieve the following three key things.