[전략경영] kraft 사례(영문)

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레포트 > 경제경영계열
2009.11.09
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[전략경영] kraft 사례(영문)에 대한 자료입니다.

A. Internal Analysis
External Analysis
1.Rivalry of competitors - high
2.Bargaining Power of Suppliers - high
3.Threat of New Entry - moderate
4.Bargaining Power of Buyers - low
5.Threat of Substitutes - high
SWOT analysis
1.Strengths
Weaknesses
2.Opportunities
3.Threats
Macroeconomic Analysis
C. Strategic Issues
E. Recommendations & Implementation Strategy
1. Kraft Silver line
2. Kraft Asia
Appendix

본문내용

As mentioned above, Kraft reframed its categories into four: Health & Wellness, Quick Meals, Snacks, and Premium. This set of different product categories can be Kraft’s business level strategy. The first category is Health & Wellness. Firstly, they are listening to consumers as creating more Better-for-You choices. Kraft is listening at their consumers around the world are telling them they want to eat healthier. And Kraft is providing them with more choices. Whether it’s helping them manage their weight or add fiber and calcium to their diets, Kraft has the products that meet their needs. It is listening to experts on everything from Ingredients to Packaging. A group of globally recognized health and wellness experts helps them make decisions about products, packaging and communications, which ultimately helps consumers. Thirdly, ‘convenience, quality and truly delicious taste’ are the bottom line of Kraft. The bottom line at Kraft remains taste, convenience and quality. Consumers demand great products, and Kraft is committed to bringing truly delicious foods to market, while increasing the number and variety of better-for-you choices they give consumers. Fourthly, Kraft understands nutrition and helps consumers make informed food choices by making nutritional information available in a way that’s easy to understand. On package, online, and in print, Kraft is helping consumers understand what they are eating and how much they should eat. Also, Kraft communicates with consumers as helping children and their families. Kraft reaches consumers every day with information about everything from its new better-for-you products to healthier recipes. It also supports healthy lifestyle programs all over the world. Helping children and their families make healthy food choices while encouraging physical activity has become part of how Kraft
gives back to communities.
The second category is Quick Meals. As consumers have busy lives while they still want truly delicious meals, Kraft is responding to the growing demand for quick meals by creating ready-to-eat and ready-to-heat choices, such as Oscar Mayer Deli Creations hot
sandwich melts and Kraft microwave macaroni and cheese cups.
The third category is Snacks. Kraft offers a wide variety of snacks for busy consumers who are looking for ready-to-eat, ready-to-drink, on-the-go choices. Every day, consumers around the world reach for Kraft snacks, like Oreo wafer sticks, Crystal Light ready-to-drink beverages and beverage sticks, and Philadelphia Splendips cream cheese dips to satisfy their hunger or thirst.
The last category is Premium. Consumers want restaurant quality food without leaving the comfort of their own homes. So that, Kraft is offering premium foods with high-quality ingredients, like DiGiorno Ultimate pizza, Cote d’Or chocolate, Oscar Mayer center cut bacon and Tassimo hot beverage system.

- Market Performance and Financial Performance

With revenues of $37billion, Kraft Foods Inc. is one of the world’s largest food and beverage companies. Moreover, its products are present in more than 99% of U.S. households. Kraft markets many of the world’s leading brands. They have 9 brands with revenues exceeding $1billion and more than 50 additional brands with revenues greater than $100million. In addition, more than 40 of their brands are more than 100 years old.
The financial performance of Kraft is also outstanding, reflecting $37.2 billion of net revenue in 2007, which increased by 8.4% compared to the previous year. The graph provided below in this paper shows net revenue of Kraft has continuously increased since
2003.(For Net revenue, see Appendix A)

- Distinctive competencies:

As the last elements in internal strategy, resources and distinctive competencies of Kraft will be observed. The resources Kraft has include nation-wide distribution channel, brand royalty, industry experiences. And the capabilities are cost leader structure, R&D,
product diversity, customer study, and managing depth.

External Analysis

- Industry Analysis

Michael Porter's 5 Forces Model
1. Rivalry of competitors - high
When seen from the perspective of the number of competitors, there are many competitors of Kraft in consumer food industry.

- Meat (Beef, Ham, Turkey); Sara Lee Corporation, Smithfield Foods

- Cheese: Leprino Foods Company, Michael Foods Inc, Land O Lakes, HP Hood

- Coffees; Clabber Girl Corporation, Lotte Shopping, Nestle, Premier Foods

#and #the #of #to #is #in #Kraft #food #for #can

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