Kraft Foods
KRAFT FOODS
Prof. R. Mulholland
COMM 5306 Introduction to Marketing
2010
Chao Zhang (Richard)
Laurentian University
2010-12-1
TABLE OF CONTENTS
SECTION | CONTENTS | PAGE | 1 | Executive Summary | 3 | 2 | Problem Statement | 4 | 3 | Situation Analysis | 4 | 3.1 | Objectives and Goals | 4 | 3.2 | Background | 4 | 3.3 | SWOT Analysis | 5 | 3.4 | Market Analysis | 8 | 3.5 | Financial Analysis | 15 | 3.6 | Keys | 18 | 4 | Alternatives and Analysis | 20 | 5 | Recommendations | 21 | 6 | Action Plan | 23 | 7 | Contingency | 24 |
1. Executive Summary
Kraft (the company) did very so far in the foods and beverage market in Canada. The company was planning to launch the new coffee pods. However, the company was not very sure about the launching time point. Whether launching immediately after American launching plan or just waiting for the results of American market became decision-maker’s dilemma. The purpose of this report was to propose an appropriate recommendation to Kraft, assisting the company to achieve its objectives and goals both in short and long term.
After identification of problem of the Company, as well as goals and objectives in Section 2 and 3.1, situational analyses from different perspectives were performed. First, background of the Company, including product and up-to-date performance was introduced in Section 3.2. SWOT analysis, summarizing five key strengths, four key weaknesses (internal factors); seven opportunities and three threats (external factors) was presented in Section 3.3. After that, in Section 3.4, detailed market analysis, including market size and growth, market environment (both micro and macro environments), current and past marketing strategies, current marketing mix, consumer segments, market positions and competitions, was performed. This analysis provided a clear picture of the Company.
Detailed financial analysis was performed in Section 3.5. Through price setting, distribution
Prof. R. Mulholland
COMM 5306 Introduction to Marketing
2010
Chao Zhang (Richard)
Laurentian University
2010-12-1
TABLE OF CONTENTS
SECTION | CONTENTS | PAGE | 1 | Executive Summary | 3 | 2 | Problem Statement | 4 | 3 | Situation Analysis | 4 | 3.1 | Objectives and Goals | 4 | 3.2 | Background | 4 | 3.3 | SWOT Analysis | 5 | 3.4 | Market Analysis | 8 | 3.5 | Financial Analysis | 15 | 3.6 | Keys | 18 | 4 | Alternatives and Analysis | 20 | 5 | Recommendations | 21 | 6 | Action Plan | 23 | 7 | Contingency | 24 |
1. Executive Summary
Kraft (the company) did very so far in the foods and beverage market in Canada. The company was planning to launch the new coffee pods. However, the company was not very sure about the launching time point. Whether launching immediately after American launching plan or just waiting for the results of American market became decision-maker’s dilemma. The purpose of this report was to propose an appropriate recommendation to Kraft, assisting the company to achieve its objectives and goals both in short and long term.
After identification of problem of the Company, as well as goals and objectives in Section 2 and 3.1, situational analyses from different perspectives were performed. First, background of the Company, including product and up-to-date performance was introduced in Section 3.2. SWOT analysis, summarizing five key strengths, four key weaknesses (internal factors); seven opportunities and three threats (external factors) was presented in Section 3.3. After that, in Section 3.4, detailed market analysis, including market size and growth, market environment (both micro and macro environments), current and past marketing strategies, current marketing mix, consumer segments, market positions and competitions, was performed. This analysis provided a clear picture of the Company.
Detailed financial analysis was performed in Section 3.5. Through price setting, distribution
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