Kraft Canada

Powerful Essays
Summation of Key Research
Strategic Direction

Vision/mission | Vision: Helping people around the world eat and live better
Mission: to provide fun, healthy food for people to enjoy | Strategic goals | -Becoming a global snacks powerhouse and unrivaled portfolio of brands people love. The complementary nature of our portfolio is at the heart of the three strategies that will drive our growth:
1. Delight global snacks consumers. Consumers around the world are pressed for time and are looking for on-the-go options. They’re also looking for simple indulgences and healthier options. And there’s nothing better than a delicious snack, like LU biscuits, Planters nuts, Trident gums, and Cadbury or Milk chocolates to satisfy those desires.
2. Unleash the power of our iconic heritage brands. Our iconic heritage brands are loved by consumers worldwide. Roughly 80 percent of these heritage brands hold number one or number two positions in their respective categories and are household names.
3. Create a performance-driven, values-led organization. To win in the market, we need to win with our customers and consumers, and with our colleagues, communities and suppliers. We’ll do this by living our values: We inspire trust; We act like owners; We keep it simple; We are open and inclusive; We tell it like it is; We lead from the head and the heart; We discuss. We decide. We deliver.-Four priorities will shape their long-term strategy: focusing on growth categories; expanding their footprint in developing markets; expanding their presence in instant consumption channels; and enhancing margins-Our focus on snacks and confectionery products fits well within our strategy of growth in instant consumption channels. Four priorities will shape their long term strategy:1. Focusing on growth categories to further transform into a leading snack, confectionary and quick meals company. This is being achieved through exciting lower growth and/or lower margins businesses and



Cited: Bowett, Richard. (2012) External Environment - Business and Inflation." tutor2U.net. Retrieved from http://tutor2u.net/business/external/economy_inflation.htm Datamonitor Datamonitor. (2011). Kraft foods, inc. Retrieved fromhttp://360.datamonitor.com/Product?pid=9D3A31A2-39BA-41C7-90D7-A5CCE6384A97&view=Overview The Government of Canada, Health Canada Jenson, H. H., Kesavan, T., & Johnson, S. R. (1992). Measuring the impact of health awareness on food demand. Review of Agricultural Economics, 14(2), pg. 299-312. Retrieved from http://www.jstor.org/stable/1349509?seq=12 JLP Ken. (2011, February 11). [Web log message]. Retrieved from http://modernsurvivalblog.com/the-economy/kraft-foods-to-raise-2011-prices/ Kraft foods company Kraft Foods Inc. (2010). Kraft foods annual report: Period december 31, 2009

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