Kraft Foods
Table of Contents
Executive Summary 3 Introduction 3 History 4 SWOT Analysis 5 Global Market Expansion 7 Competitor Analysis 9 Industry Analysis 11 Recommendations 12 Conclusion 14 Exhibits 15 Bibliography 16
Executive Summary
History
Kraft Foods began in the year 1903, when James Lewis Kraft purchased wholesale cheese and began to sell it to stores in Chicago, Illinois. Later on James Lewis Kraft along with his four brothers, Charles, Fred, Norman, and John, start the company J.L. Kraft & Bros. Company. The company then decided to produce and vend the company’s own cheese goods. The company then altered its name to Kraft Foods and began selling diversified products.
Industry
The food and beverage business is a highly aggressive and developed market. The industry has flourished into a powerhouse led by vast international corporations. However, consumers are becoming more interested in health benefits, such as natural and organic foods. The risk of an increase in prices of raw materials also affects the industry. There is a constant battle between each company in providing more innovative products.
SWOT Analysis
There are many characteristics within the Kraft Foods Company that make it a powerful competitor in the food and beverage industry. Kraft Foods has a strong brand image and product innovation. The company also shows a strong distribution network. However, the company’s shows a decline in profitability. Nevertheless, Kraft foods would benefit greatly by reconstructing products for consumers interested in health benefits. Going further with their beverage products will also increase revenue.
Competition
Kraft Foods competes with companies such as Nestle, General Mills, Coca Cola, and Pepsi Co. Since Kraft provides a wide variety of products, smaller businesses also pose a great threat of competition. Kraft’s main competitors also have a well-known brand image.
Recommendations
In the short-term, Kraft Foods should
Executive Summary 3 Introduction 3 History 4 SWOT Analysis 5 Global Market Expansion 7 Competitor Analysis 9 Industry Analysis 11 Recommendations 12 Conclusion 14 Exhibits 15 Bibliography 16
Executive Summary
History
Kraft Foods began in the year 1903, when James Lewis Kraft purchased wholesale cheese and began to sell it to stores in Chicago, Illinois. Later on James Lewis Kraft along with his four brothers, Charles, Fred, Norman, and John, start the company J.L. Kraft & Bros. Company. The company then decided to produce and vend the company’s own cheese goods. The company then altered its name to Kraft Foods and began selling diversified products.
Industry
The food and beverage business is a highly aggressive and developed market. The industry has flourished into a powerhouse led by vast international corporations. However, consumers are becoming more interested in health benefits, such as natural and organic foods. The risk of an increase in prices of raw materials also affects the industry. There is a constant battle between each company in providing more innovative products.
SWOT Analysis
There are many characteristics within the Kraft Foods Company that make it a powerful competitor in the food and beverage industry. Kraft Foods has a strong brand image and product innovation. The company also shows a strong distribution network. However, the company’s shows a decline in profitability. Nevertheless, Kraft foods would benefit greatly by reconstructing products for consumers interested in health benefits. Going further with their beverage products will also increase revenue.
Competition
Kraft Foods competes with companies such as Nestle, General Mills, Coca Cola, and Pepsi Co. Since Kraft provides a wide variety of products, smaller businesses also pose a great threat of competition. Kraft’s main competitors also have a well-known brand image.
Recommendations
In the short-term, Kraft Foods should