Financial Ratio and Company
Kraft Foods Inc. - 2009
Case Notes Prepared by: Dr. Mernoush Banton
Case Author: Kristopher J. Blanchard
A. Case Abstract
Kraft Foods Inc. (www.Kraftfoodscompany.com) is a comprehensive strategic management case that includes the company’s calendar December 31, 2008 financial statements, competitor information and more. The case time setting is the year 2009. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Headquartered in Northfield, IL, Kraft Foods Inc. is traded on the New York Stock Exchange under ticker symbol KFT.
B. Vision Statement (Actual)
One company growing by nourishing lives and finding a better way today one bite at a time
C. Mission Statement (Actual)
Make Today Delicious.
Mission Statement (Proposed)
As a global company (3), we strive ourselves in producing superior products and services (2) to our customers. With superior technology (4) and dedicated employees (9), we are constantly working on introducing new and innovative products, meeting our customer’s expectation (6) and ensuring to achieve higher than expected return to our shareholders (5). Our desire is to be the number of choice for our loyal customers (7, 8).
1. Customer 2. Products or services 3. Markets 4. Technology 5. Concern for survival, profitability, growth 6. Philosophy 7. Self-concept 8. Concern for public image 9. Concern for employees
D. External Audit
CPM – Competitive Profile Matrix
| Kraft | Nestle | ConAgra | Critical Success Factors | Weight | Rating | Weighted Score | Rating | Weighted Score | Rating | Weighted Score | Price competitiveness | 0.14 | 2 | 0.28 | 3 | 0.42 | 1 | 0.14 | Global Expansion | 0.08 | 3 | 0.24 | 4 | 0.32 | 2 | 0.16 | Organizational Structure | 0.02 | 2 | 0.04 | 3 | 0.06 | 1 | 0.02 | Employee Morale | 0.03 | 3 | 0.09 | 2 | 0.06 | 1
Case Notes Prepared by: Dr. Mernoush Banton
Case Author: Kristopher J. Blanchard
A. Case Abstract
Kraft Foods Inc. (www.Kraftfoodscompany.com) is a comprehensive strategic management case that includes the company’s calendar December 31, 2008 financial statements, competitor information and more. The case time setting is the year 2009. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Headquartered in Northfield, IL, Kraft Foods Inc. is traded on the New York Stock Exchange under ticker symbol KFT.
B. Vision Statement (Actual)
One company growing by nourishing lives and finding a better way today one bite at a time
C. Mission Statement (Actual)
Make Today Delicious.
Mission Statement (Proposed)
As a global company (3), we strive ourselves in producing superior products and services (2) to our customers. With superior technology (4) and dedicated employees (9), we are constantly working on introducing new and innovative products, meeting our customer’s expectation (6) and ensuring to achieve higher than expected return to our shareholders (5). Our desire is to be the number of choice for our loyal customers (7, 8).
1. Customer 2. Products or services 3. Markets 4. Technology 5. Concern for survival, profitability, growth 6. Philosophy 7. Self-concept 8. Concern for public image 9. Concern for employees
D. External Audit
CPM – Competitive Profile Matrix
| Kraft | Nestle | ConAgra | Critical Success Factors | Weight | Rating | Weighted Score | Rating | Weighted Score | Rating | Weighted Score | Price competitiveness | 0.14 | 2 | 0.28 | 3 | 0.42 | 1 | 0.14 | Global Expansion | 0.08 | 3 | 0.24 | 4 | 0.32 | 2 | 0.16 | Organizational Structure | 0.02 | 2 | 0.04 | 3 | 0.06 | 1 | 0.02 | Employee Morale | 0.03 | 3 | 0.09 | 2 | 0.06 | 1