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Kraft Foods
INTEGRATED COMPANY ANALYSIS
Andy Fleming • Laura Hausfeld • Brett Hoerz • Anna Lyman • Eduardo Saenz

DECEMBER 15, 2010

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TABLE OF CONTENTS EXECUTIVE SUMMARY COMPANY OVERVIEW COMPETITOR OVERVIEW GLOBAL GROWTH STRATEGY - “HITTING OUR SWEET SPOT” OREO IN INDIA: MARKETING ANALYSIS
TARGET SEGMENT POSITIONING MARKETING MIX (PRODUCT, PLACEMENT, PROMOTION, PRICING) COMPETITOR ANALYSIS 3 3-4 4 4-5 5 6 6-8 8 8 8-9 9 9-11 11 12 13 14 14-15 15 16 17 18 19 19 20 20 21 21 22 23 24 25 26 27 28 29 30-31 31 32 33 34 35 36 36 37 37 38 39-40

KRAFT IN INDIA: FUTURE MARKETING STRATEGIES
NEW PRODUCTS INNOVATION

ACCOUNTING
INCOME STATEMENT ANALYSIS BALANCE SHEET ANALYSIS

VALUATION DISCOUNTED CASH FLOW (DCF) ANALYSIS CONCLUSION APPENDICES
A. NET REVENUE BY OPERATING SEGMENT (2006, 2010) B. HISTORY OF MERGERS, ACQUISITIONS & NAME CHANGES C. NET REVENUE BY CONSUMER SECTOR (2006, 2010) D. 11 $1 BILLION KRAFT BRANDS E. 54 KRAFT BRANDS F. KEY COMPETITOR ANALYSIS G. HISTORY OF NEW PRODUCT INTRODUCTION (DOMESTIC) H. SWOT ANALYSIS: KRAFT FOODS, INC. I. SWOT ANALYSIS: CADBURY J. SWOT ANALYSIS: OREO IN INDIA K. EXAMPLE: OREO IN CHINA L. INCOME STATEMENT: FORECASTING VARIABLES M. INCOME STATEMENT (2008-2010 REAL, 2011- 2015 FORECASTED) N. KRAFT OPERATING PROFITS BY SEGMENT O. BALANCE SHEET: FORECASTING VARIABLES P. BALANCE SHEET (2008-2010 REAL, 2011- 2015 FORECASTED) Q. COMPOSITION OF DEBT R. HISTORICAL CAPITALIZATION S. LONG TERM AMORTIZATION TABLE T. CAPITAL STRUCTURE DETAILS (2008, 2009) U. HISTORICAL CASH FLOW V. DISCOUNTED CASH FLOW MODEL - KRAFT W. CAPITAL STRUCTURE X. EARNINGS PER SHARE (EPS) Y. KEY RATIOS Z. MARKET CAPITALIZATION AA. KEY EQUITY MULTIPLIERS BB. KRAFT DEBT SCHEDULE CC. NOTES TO WACC CALCULATION DD. BETA CALCULATION: KRAFT EE. BETA CALCULATION: COMPARABLES FF. BETA CALCULATION: COMPETITORS

SOURCES
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EXECUTIVE SUMMARY With its well-publicized acquisition of Cadbury in February 2010, Kraft gained access to the British confectioners‟ extensive
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