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Market position and strategy for KRAFT FOODS INC
According to Drucker, the vision answers to the question: ‘what do we want to become?’Kraft Foods ' Mission Statement try to describe the firm’s vision for the future:
‘Helping People Around the World Eat and Live Better.’
The firm justifies the vision saying that this sentence captures the essence of who the firm is.
It shows trough this sentence that the firm cares about customer’s life and needs facilitating the cook in the daily life in order to offer more time to the customers to do what they want and also to help them to easily eat in a more healthy way.
According to Kraft web site:
‘We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our communities and our world.
To make today delicious, we begin with our consumers.
We listen, we watch and we learn.
What we do.
We make delicious foods you can feel good about.
Mission
According to Drucker, the mission answers to the question: ‘what is our business?’
The mission statement consists of three words according to the Kraft Foods Inc. Web site:
‘Make today delicious.’
Their mission reflects who they are, just like the vision. They refuse to limit the firm to be just a business that sells food and try to meet consumers ' expectations and making food an easier, healthier, more enjoyable part of life.
Kraft Foods underlines the importance of health and wellness and also embodies all the ways we can eat and live better, eating easily and quickly in an environment of safety thanks to the Kraft’ services.
Values and principles:
According to Kraft’s web site, the firm uses values and principles to communicate customers what they can expect of the brand and to demonstrate their leadership, because they want to be recognized as a leading company able to attract customers and workers through ideas like:
Innovation – Satisfying real-life needs with unique ideas
Quality – Fulfilling a promise to deliver the best
Safety – Ensuring high standards
According to Drucker, the vision answers to the question: ‘what do we want to become?’Kraft Foods ' Mission Statement try to describe the firm’s vision for the future:
‘Helping People Around the World Eat and Live Better.’
The firm justifies the vision saying that this sentence captures the essence of who the firm is.
It shows trough this sentence that the firm cares about customer’s life and needs facilitating the cook in the daily life in order to offer more time to the customers to do what they want and also to help them to easily eat in a more healthy way.
According to Kraft web site:
‘We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our communities and our world.
To make today delicious, we begin with our consumers.
We listen, we watch and we learn.
What we do.
We make delicious foods you can feel good about.
Mission
According to Drucker, the mission answers to the question: ‘what is our business?’
The mission statement consists of three words according to the Kraft Foods Inc. Web site:
‘Make today delicious.’
Their mission reflects who they are, just like the vision. They refuse to limit the firm to be just a business that sells food and try to meet consumers ' expectations and making food an easier, healthier, more enjoyable part of life.
Kraft Foods underlines the importance of health and wellness and also embodies all the ways we can eat and live better, eating easily and quickly in an environment of safety thanks to the Kraft’ services.
Values and principles:
According to Kraft’s web site, the firm uses values and principles to communicate customers what they can expect of the brand and to demonstrate their leadership, because they want to be recognized as a leading company able to attract customers and workers through ideas like:
Innovation – Satisfying real-life needs with unique ideas
Quality – Fulfilling a promise to deliver the best
Safety – Ensuring high standards
References: Bowman’s Clock Michael Czinkota, 2010, ‘Doubling exports extends U.S SWOT 18/11/2010, Datamonitor (2010) http://web.ebscohost.com/bsi/pdf?vid=4&hid=107&sid=e9720c16-9329-4fd6-aeb8-e178942a1a99%40sessionmgr113, 18/11/2010, Datamonitor (2009)