Kraft Foods Inc

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  • Topic: Kraft Foods, Nabisco, Processed cheese
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Kraft Foods Romania
Kraft Foods Romania

Tudor Corneliu
Master Fabiz, An II, Gr. II

Tudor Corneliu
Master Fabiz, An II, Gr. II

1.Kraft Foods Int1
1.2.The Business2
1.3.Sales evolution3
1.4.MNE characteristics4
2.The internationalization process of Kraft Foods5
2.1.Kraft Foods in Romania5
2.2.2008/2009 turn around6
3.Kraft Foods strategic management7
3.1.Kraft foods mission, vision and values8
3.2.External analysis8
3.2.2.New entrants9
3.3.Internal analysis FCA/CSA Matrix11
3.4.Oreo Campaign in Romania12
Appendix 1 (Financial Data)13

1. Kraft Foods Int
Kraft Foods is the world's second largest food company with revenues of $49.2 billion and earnings from continuing operations before income taxes of $3.6 billion in 2010. Kraft Foods was incorporated in 2000 in the Commonwealth of Virginia. They have approximately 127,000 employees worldwide, and they manufacture and market packaged food products, including biscuits, confectionery, beverages, cheese, convenient meals and various packaged grocery products. They sell products to consumers in approximately 170 countries. At December 31, 2010, they had operations in more than 75 countries and made products at 223 manufacturing and processing facilities worldwide. Also they had net assets of $35.9 billion and gross assets of $95.3 billion. They are a member of the Dow Jones Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index and the Ethibel Sustainability Index. At December 31, 2010, their portfolio included eleven brands with annual revenues exceeding $1 billion each: Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. The portfolio included approximately 70 brands which each generate annual revenues of more than $100 million. Because Kraft Foods Inc. is a holding company, their principal source of funds is from subsidiaries. 2.1. History

Over the last one hundred years, Kraft has grown from a small Chicago cheese firm to a multinational manufacturer of dozens of food brands. Today, Kraft Foods is much more than just cheese. Kraft is an empire of popular brands in dairy, biscuits, cereal, confectionery, coffee, and beverages. This growth quickened in the last two decades as several large food companies merged to form today’s Kraft Foods. In 1909, J.L. Kraft founded his cheese business in Chicago. Kraft pioneered the mass production of sterilized, packaged cheese. First, the company mastered the pasteurization of processed cheese. Later, the company developed cheese slices, Velveeta, and Cheez Whiz. But today cheese is only one part of Kraft. Several major mergers in the 1980s broadened Kraft’s brand base. First, in 1981, General Foods acquired Oscar Mayer. Then in Europe, Jacobs Kaffee merged with Suchard-Tobler in 1982. In 1985, two cigarette firms joined the merger wave: Philip Morris bought General Foods, and RJ Reynolds merged with Nabisco. Finally, in 1988, Philip Morris bought Kraft. These mergers continued in the next decade, producing Kraft Foods. First, in 1990 Kraft General Foods bought Jacobs Suchard. Then, at the end of the decade, Philip Morris acquired Nabisco from RJ Reynolds, integrating the company into the current Kraft Foods.Also the last big acquisition in the industry happened in 2010 when Kraft Foods bought for 11.5b Cadbury.

2.2. The Business
Kraft manufactures and distributes branded food products around the world. Kraft divides its dozens of brands into six categories: Biscuits, Confectionary, Beverages, Cheese, Grocery, and Convenient Meals. Each of Kraft’s product categories contains major North American, European and...
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