Case Presentation

Classroom Presentation for Business policies & Strategic Management. A Case Analysis.

About Kraft… Largest food company in North America – An American Icon. Portfolio comprises of 61 brands.  Sales worth $100 million in the last financial year.  Acquired Nabisco Group holding Corp. Has a strong market in western Europe. Plans for an IPO in the mid June.

Other Given Facts Faint presence in most international markets.  The only foreign market of Kraft, i.e. Western Europe seems as saturated as the US Domestic market. The company is quite keen to grow & make its presence felt in the international markets.

STRENGTHS Very Prominent in US Grocery Market

WEAKNESSES Dipping sales Limited product line

Strong hold on Western Europe Innovation has been the key to its success

Late entry in other emerging markets  Faint international presence

61 Brand holdings. OPPORTUNITIES

& THREATS

Plans to diversify.

Global players like UL & Nestlé

Acquisition on cards.

Competition in domestic markets

Breaking into markets which are emerging.

Investor’s lack of confidence in the Co. Low sales in foreign markets

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PORTER MODEL

The

Alternatives…

New product line in the portfolio.  Target existing market with a more aggressive marketing mix. New Products.  Diversification.

Recommendations & Implementation Should go for Diversification Should try to move to new & emerging economies  Offer new & customized products to them acc. to their culture.  Should develop an aggressive marketing strategy to combat the existence of Cos. Like Nestle` & Unilever esp. in terms of pricing.

Thanking you… Avinash Tripathi

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74 Bhaskar Makwani

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Kumar Saket

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Kunal 15

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