Kraft Food Inc

Kraft background description

Kraft is the largest branded food and beverage company in North America and the second largest in the world. It operates in more than 150 countries worldwide. Kraft Foods markets the world's favorite food and beverage brands in five product sectors namely the snacks, beverages, cheese and dairy, grocery and convenient meals.

Kraft also has 35 major brands with more than 100 years of remarkable achievements in products such as the Oscar Mayer meats, Maxwell House coffee, Jell-O gelatin and Milka chocolate. Kraft constantly strives to continue making historic records with the launch of different new products designed to meet the ever-changing needs of the consumer.

Vision, Mission and Goals

Vision

Kraft’s company vision is to lend a helping hand to the people around them to have a better life and a healthy life-style.

Kraft’s vision is to meet consumers' needs and making food enjoyable and healthier. Kraft strives to deliver the message to their consumers that they value the importance of health and wellness and to provide the best and to deliver the value and quality of their products and services.

Mission

For Kraft to remain successful in the long-run, they have to ensure that they constantly re-strategize their products categories to suit the needs of the consumers. Seize the opportunity to exploit its sales capabilities by coming up with different marketing strategies.

Goals

Kraft’s corporate goals is to ensure that their products are innovative, high-quality which offer optimum satisfaction to consumer, safe to consume, respectful to environmental needs, and the openness and integrity they seek to commit to the consumers.

These are the values for which Kraft’s clos...

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...products to adapt to changing preferences

• Potentially attractive to strategic buyers

• “Niche” companies in the industry possibly available for acquisition Threats

• Decreasing at-home consumption of food products

• Starbucks reducing at-home coffee consumption

• Declining fraction of income is spent on food

• Growth of private label products

• Rising commodity, packaging, and other inputs costs (coffee, nuts, energy)

• Buyer power for Wal-Mart and others retailers

• Reduction in inventories by retailers

• Increase in women’s labour participation reduces meals at home

• Lifestyle changes toward health and nutrition

• Rising costs of sugar from increased demand in Asia

• Rising pension costs

• Altria’s tobacco litigation

• Potential obesity litigation

• Credit ratings negatively affected by Altria

(www.cookingfoodrecipes.org/food-kraft-swot.html)