Porters 5 on Kraft Foods

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  • Topic: Kraft Foods, Nabisco, Maxwell House
  • Pages : 6 (1703 words )
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  • Published : November 28, 2012
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Revenue 49 billion
Second largest company behind nestle
Employs 125,000
Its five brands are divided into 5 main sectors snacks,beverages,grocery,and convient meals Sanja khosia is the president of kraft
His 7 step bussiness model is to drive growth is
DISCOVERY: find out what works
STRATEGY: focus through lenses
VISION: find a simple hook
EXECUTION: clarify and deligate
ORGANIZATION: build collaborative networks
METRICS: manage numbers and tell stories
Headquartered in Northfield, Illinois, Kraft Foods (KFT) is the largest food and beverage company in the U.S., and is the second biggest worldwide. Kraft was founded in 1903 by James L. Kraft and, after inventing pasteurized processed cheese not requiring refrigeration, would eventually go public as the Kraft Cheese Company. Kraft bought cream cheese producer Phenix Cheese Company in 1928 and was subsequently bought by the National Dairy Products Corporation. By 1976, company would change its name to Kraft Inc, and in 1979 the company merged with Dart Industries to become Dart & Kraft. This new company would eventually spin off its nonfood divisions with the remaining food entity known as Kraft Inc yet again. Phillip Morris Companies bought Kraft in 1988 for $12.9 billion and merged it with General Foods in 1985 and Nabisco in 2000. Kraft was spun off by Altria Group in 2001 and is now a component of the Dow Jones Industrial Average. Kraft features some of the best known brands in the world including Jell-O, Chips Ahoy!, Oreo, Cool Whip, Capri Sun, Crystal Light, Planters, Fig Newtons, Kool-Aid, Kraft cheeses, Maxwell House, Nabisco, Oscar Mayer, Ritz, Shake 'n Bake, and Stove Top stuffing. Kraft Competitors:

* Tier 1 Competitors: General Mills (GIS), Kellogg Company (K), Conagra Foods (CAG) * Tier 2 Competitors: J&J Snack Foods (JJSF), Ralcorp Holdings (RAH), PepsiCo (PEP), H.J. Heinz Company

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Kraft Foods' (KFT) Mission Statement
Our Vision...
Helping People Around the World Eat and Live Better

Our vision captures the essence of who we are. Everything we do flows from our vision. We just don't happen to be a business that sells food – it's what we're all about. Our vision is about meeting consumers' needs and making food an easier, healthier, more enjoyable part of life.

Our vision tells the world – our employees, customers, consumers and the communities where we make and sell our products – what we care about. It captures the importance of health and wellness, but it also embodies all the ways we can eat and live better, such as the enjoyment of a dessert, the convenience of a microwave meal, the safety and value of our products and the services and solutions we provide. These six values are what we stand for, the standard of conduct we hold ourselves to and our commitment to the people who work with us, invest in us, and purchase our products. They plainly communicate what the world can expect of Kraft and what we must expect of ourselves.

Our Values...

Innovation – Satisfying real-life needs with unique ideas
Quality – Fulfilling a promise to deliver the best
Safety – Ensuring high standards in everything we make
Respect – Caring for people, communities and the environment Integrity – Doing the right thing
Openness – Listening to the ideas of others and encouraging an open dialogue These six values are what we stand for, the standard of conduct we hold ourselves to and our commitment to the people who work with us, invest in us, and purchase our products. They plainly communicate what the world can expect of Kraft and what we must expect of ourselves. Company Description

As a top company in the Food industry Kraft Foods specialize in food processing producing beverage, cheese and dairy, snack foods,  confectionery, convenience foods and cereals with well known brands such as Vegemite, Terry's chocolates, Ritz, Pretzels, Philadelphia cream cheese, Maxwell House, Kraft...
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