Kraft Foods UK Case Study Report
Table of contents
Introduction Kraft foods are already a Market leader in the packed Food Industry. It has dominance in several of the product lines. As a forward looking corporate, it does not want to restrict this predominance to “today” and aims to be ahead through a combination of proactive and dynamic approach. They intend to initiate a series of bold steps which will see them through on two fronts. The first one is to ensure that Kraft Foods retains its market share and leadership in the segments and product which with it is ensconced as of today. The second is to evaluate and implement strategic decisions which will counter any immediate or long term market conditions like recession, government policies, entry of new competitors etc. The roadmap to a broad based plan will include bringing forth bold marketing decision on an integrated clairvoyant outlook. It should make the usage of appropriate logical and analytical tools in application of marketing concepts. These marketing management strategies based on an objective of business growth, needs to encompass an all-out, pan divisional and pan departmental in-depth involvement. The micro planning and nuances of this, needs to be centred on and around such a thought process. This is the vision, objective and goals of Kraft Foods.
1. The Usefulness of Category teams in the context of Kraft Foods:
Kraft Foods has opted for a path breaking strategy to introduce Financial Analyst for its product innovation and market success as a leader in food segment. There is a definitive reason to this. Modern day organizational success is based on certain key parameters. Centre to this is the ability of the organization to lead or forge ahead rather than change as per demand of the situation. Innovation is the key to every success story albeit with a very little element of luck also. A business or an organization might be brand name in its own