Strategic Process Management – Nabisco
Strategic Process Management – Nabisco
1) Introduction
Nabisco is 1 of Kraft’s billion-dollar brands which is dated back to as far as more than a century since 1898 when the United States Baking Company, the New York Biscuit Company and the American Biscuit & Manufacturing Company formed to become the National Biscuit Company. “Nabisco” first appeared on a new sugar wafer product in 1901, but the corporate name did not change from National Biscuit Company to Nabisco, Inc. until 1971. Kraft Food acquired the Nabisco business in December 2000. Today, Nabisco’s brands include some of the best-known cookies and crackers in the world, including Oreo, Chips Ahoy! and Ritz.
Nabisco’s existence over such long history in the food industry also denotes that it have advantages over competitors in the behaviours of the consumers. Nabisco rid the wave of changing together with the traditional manufacturer focus push strategy of “We made it, you buy it” to the consumers focus pull strategy of “you make it; we’ll let you know about it”. The “We” as a seller, have switched its role; from a dominating to a submissive position empowering the consumers.
In order to balance the empowerment, Nabisco knew it had to invest in its supply chain function! Only when its supply chain is in good function that it can ensure repeated business transaction continues and generates profits for the company.
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Here in this assignment, we will be looking into how Nabisco implemented Strategic Process Management to its supply chain function by analysing its business environment to reconstructive its mission and vision, what choices it made to enhance its strategy and built the company’s image and what measurements and control tools it have to sustain its success.
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2) Nabisco Corporate Philosophy
Nabisco created 1 wholesome vision which included the company, the customers and the
1) Introduction
Nabisco is 1 of Kraft’s billion-dollar brands which is dated back to as far as more than a century since 1898 when the United States Baking Company, the New York Biscuit Company and the American Biscuit & Manufacturing Company formed to become the National Biscuit Company. “Nabisco” first appeared on a new sugar wafer product in 1901, but the corporate name did not change from National Biscuit Company to Nabisco, Inc. until 1971. Kraft Food acquired the Nabisco business in December 2000. Today, Nabisco’s brands include some of the best-known cookies and crackers in the world, including Oreo, Chips Ahoy! and Ritz.
Nabisco’s existence over such long history in the food industry also denotes that it have advantages over competitors in the behaviours of the consumers. Nabisco rid the wave of changing together with the traditional manufacturer focus push strategy of “We made it, you buy it” to the consumers focus pull strategy of “you make it; we’ll let you know about it”. The “We” as a seller, have switched its role; from a dominating to a submissive position empowering the consumers.
In order to balance the empowerment, Nabisco knew it had to invest in its supply chain function! Only when its supply chain is in good function that it can ensure repeated business transaction continues and generates profits for the company.
-------------------------------------------------
Here in this assignment, we will be looking into how Nabisco implemented Strategic Process Management to its supply chain function by analysing its business environment to reconstructive its mission and vision, what choices it made to enhance its strategy and built the company’s image and what measurements and control tools it have to sustain its success.
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2) Nabisco Corporate Philosophy
Nabisco created 1 wholesome vision which included the company, the customers and the
Bibliography: Management Powertools by Harry Onsman, published by Mcgraw Hill dated year 2004 (accessed on Sep 6, 2010) Heller R Rosenfeld I. 2009. Inside the Kraft Foods Transformation. www.strategy-business.com (accessed on 5Sep2010) Nabisco announces major restructuring program, www.allbusiness.com/company-activities-management/financial (accessed on 7Sep2010) Nabisco 's new product winning streak, www.allbusiness.com/marketing (accessed on 5Sep2010) ------------------------------------------------- Nabisco centers on customers, http://www.bsu.edu/mcobwin/majb/uploads/pdf/vol15num2/executive.pdf (accessed on 5Sep2010)