Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Essays on the importance of data analysis
Kraft foods possible adjustments to strategic directions
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Essays on the importance of data analysis
KRAFT FOODS: THE COFFEE POD LAUNCH CASE TOPIC Geoff Herzog is the product manager for coffee development at Kraft Foods Canada. After reviewing successful results of single-serve coffee pod systems, he wondered whether it would be successful in other areas. It was July 6, 2004, and Herzog had just learned that Kraft Foods North America was planning an aggressive launch of coffee pods in the United States. He then had only a month to decide whether or not the company should proceed with a simultaneous launch in Canada, or await the U.S. results. HISTORY OF KRAFT FOODS Kraft Foods was founded as a cheese manufacturer in 1903. They had evolved into North America’s largest food and beverage company and the number two player in the world. They grew to have operations in more than 155 countries by 2004. Kraft consisted of two operations, Kraft Foods North America and Kraft Foods International, and its business was divided into five product categories. These categories are beverages, convenience meals, cheese, grocery, and snacks. The Kraft brand portfolio was among the strongest of the global consumer packaged goods with 50 $100-million brands and 5 $1 billion dollar brands. Kraft also has a strong distribution network and well-earned reputation for developing innovative new products and food applications. The company created a mission to achieve leadership in the markets it served, which it pursued by fostering innovation, achieving high product quality, and keeping a close eye on profit margins. Kraft established five operational objectives to achieve these goals. First goal was to build a superior brand value for consumers by delivering greater product benefits at the right price. The second objective was to enhance product... ... middle of paper ... ...uality, the data showed a positive gain with each scenario. Therefore, there would be no reason to wait for the United States results to come back in order to move forward. Given that data has already been collected for the Canadian coffee market and that otherwise, Kraft would have to just put more money into more market research, it would be a waste of resources and time if Kraft did not launch their product at all, and therefore beneficial for them to launch Maxwell House and Nabob coffee pods simultaneously with the U.S. launch. Kraft Foods is one of the widest-known, successful brands in their industry, and expansion is one of the best methods for continued growth and development. WORKS CITED Kerin, Roger A., and Robert A. Peterson. Strategic marketing problems: cases and comments. 12th ed. Upper Saddle River, N.J.: Prentice Hall, 2010. Print.
The United States of America has a population of 260 million people. This is a big market with substantial purchasing power. As of 1997, Breckenridge Brewery has only expanded eastwards and the west side of the country is relatively untouched. According to Exhibit 2 in the case study, there were only distributors in 32 states and that leaves a potential to sell to the other 19 states as w...
The larger serving size of Great Cups of Coffee is perhaps the most apparent gage that will improve appeal for the company’s customers. Receiving extra of a proportionately quality product for a comparable price obviously works as an enticement for customers to prefer Great Cups more than the opposition. While customers identify with a better quality and superior taste with fresher coffee, Great Cups supports its effective model of serving coffee that has been roasted no more 72 hours ago and that is blended and ground right at the store. Great Cups also provides as an unintended marketing method community bulletin boards and assists with book club gatherings as well as
• The company’s major competitor in the global markets Kraft is expected to launch refrigerated pizza in about six months so the company has to launch its product well before it to enjoy the first mover advantage over the competitor
United Cereal was established more than one hundred years ago in United States and it entered the European market in 1952. Through decades, the company grew with a strong commitment to “The UC Way”. “Listen to the customers”, “spot the trend make the market”, and “honoring the past while embracing the future” are the mottos, which the company strives to achieve with its every product and brand. Despite being well established for a long time, the company is still struggling in a highly competitive industry.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: SouthWestern/Cengage Learning.
The purpose of this project is to show how financially stable the Kraft Foods Group is and demonstrates what its strengths and weaknesses are. The reader can expect to find out what Kraft Food Group is and about their financial history for the last five years. This business participates in the consumer packaged food and beverage industry. The markets that Kraft Food Group sell to are the United States and Canada. Some brands that are included in this company are Kraft, Maxwell House, Oscar Mayer, Planers, Kool-Aid, Velveeta, Capri Sun, and Philadelphia to name just a few. This company was started in 1903 by James Lewis Kraft. Mr. Kraft used a wagon and horse and started selling cheese to businesses in Chicago, Illinois. In 1909,
Kraft’s Food Inc. is the world’s second largest food manufacturing company that provides numerous food items to its customers. The company is headquartered in the US but its subsidiaries are present in the UK and Canada as well form where it generated subsequent portion of its revenues. Kraft’s Food ...
Wilson, R.M.S. & Gilligan, C., 2005, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Butterworth-Heinemann.
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Around 1910, an American chemist, G. Washington, created a more refined water-soluble powered coffee, which had a better taste and was marketed on a broad scale. It was the first time that instant coffee was mass produced owing to such a meaningful innovation of instant coffee and Washington's brand "Red E Coffee” dominated the instant coffee market in the United States for 30 years (Thomson, 2006).
Frito-Lay controlled 40% of the USA-market assuring high volume production by increasing internal coordination with PepsiCo developing the Power of One strategy consisting in mixing snacks with beverages and sauces produced by Peps...
In 1998 Kraft and Starbucks made a deal. Kraft gained the sole rights to sell Starbucks bagged coffee in retail outlets. “Kraft first began marketing Starbucks roast and ground coffee in 1998 and succeeded in building a highly profitable CPG business, from a base of approximately $50 million to approximately $500 million in 2010” (PR Newswire, 2013, P. 1). In November 2010 Starbucks informed Kraft they intended to break their contract. Starbucks would no longer allow Kraft exclusively to market and produce Starbucks coffee. Kraft initially tried to place on injunction on Starbucks to prevent the breach of contract but the court ruled in favor of Starbucks. In November 2013 in binding arbitration Mondelez International, which spun off from Kraft in 2012, was awarded 2.7 million in damages.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
In order to be effective, the company needs to honestly evaluate their current position within the market. Had Kraft completed and effective SWOT analysis, they would have likely realized that while they have a strength in distribution, manufacturing, and marketing, one of their singular weaknesses outweighed those positives. The main weakness facing Kraft in both China and India, was the simple fact that the consumers in that market simply did not like the taste of the cookie, and in China, the consumers were never known to be avid cookie eaters (Jain, Jose, & Koellmann, 2013). This miscalculation on the part of Kraft, nearly tanked the rollout of the