Kraft Foods was founded in 1903 and is now a global manufacturer of consumer foods headquartered in Illinois. It operates in over 155 countries and has a variety of major brands across beverage, cheese, snacks and other food categories. Its mission is to be the best food and beverage company in North America by offering beloved products and an exciting work culture. A SWOT analysis found strengths in its market leadership and brands but also weaknesses like high debt levels and product recalls affecting its image.

1. KRAFT FOODS Inc.
 MAGDA ELSWESY D/ESLAM ELGAMAL
 NESMA BADR

2. Founded by James Kraft in 1903, is a manufacturer of consumer foods listed on
the NYSE. The company is headquartered in the Chicago suburb of Northfield,
Illinois. Currently, Kraft operates in more than 155 countries. In 2012 it changed
its name to Mondelēz International, keeping the name Kraft Foods Group for
business in North America.
Is the 2nd largest food company on this industry, they follow Nestle; this is
talking internationally but in the U.S.A. they are the number 1 prefered by the
consumers.
KRAFT FOODS Inc.

3. PRODUCTS AND BRANDS
The company's core businesses are in beverage, cheese, dairy foods, snack
foods, and convenience foods. A selection of Kraft's major brands is as follows.

4. WEBSITE

6. MISSION
"Our aim is to be North America's best food and beverage company, and
we'll get there by continuing to offer products consumers love, creating a
performance-based culture that motivates and excites employees and
becoming the best investment in the industry."
VISION
Helping people around the world eat and live better, offering the best
brands, best products and best quality.

7. IMPROVED MISSION
Kraft Foods Company’s mission is to provide excellence products with innovative,
high technology, high quality, healthy , in order to satisfy consumer needs,
providing permanent welfare and quality of life, and also the health of the
environment.
IMPROVED VISION
Be the number one food and beverage company in the customers mind, recognized
by the quality and variety of the healthy products that we offer. Have highly
qualified staff keeping the rigorous and strict quality control and Reduce our
environmental impact through life plan.

9. MARKET POSITIONING MAP
LowQuality
Low Price
HighQuality
High Price

10. NESTLE'S MISSION
Contributing to nutrition, health and welfare of people, making available high-quality
products for any time of day and for all stages of life, and managing business in ways
that create value for the company at a time to society.
NESTLE'S VISION
Our vision is to be the leading food and Beverage Company, providing our customers
with high quality and value added services at competitive prices, while ensuring
long-term profitability and viability of the organization.

11. COMPARE YOUR MISSION AND VISION TO A
LEADING COMPETITOR’S STATEMENTS.
The main purpose of these companies is the development of products and innovative
health solutions with the best quality to satisfy customers. However, Kraft not only cares
about its products also mentions the commitment to the environment to protect future
generations.

12. INTERNAL ASSESSMENT

13. CEO
Operations
& Business
Services
Corp &
Legal
Affairs
Exec. VP and
President
Kraft Europe
Global
Human
Resources
President
Kraft
International
Research,
Developme
nt & quality
Exec. VP
and
President
North
America
Exec. VP of
Strategy
Marketing
Officer
ORGANIZATIONAL CHART
FLAT HIERARCHY

14. IMPROVED ORGANIZATIONAL CHART
Biscuits
Chocolate
Gum & Candy
Beverages,
Cheese &
Grocery
President
Mondelēz
International
Exec. VP and
President MI
Europe
Exec. VP and
President
Kraft North
America
Marketing
Officer
Operations &
Business Services
Research,
Development &
quality
Corp & Legal
Affairs
Global Human
Resources
Future
Services
Dow Corning Matrix Structure

15. • Make our people our competitive edge.
• Rolling out integrated business planning.
• Focus, improvement and innovation on the iconic brands.
• Redefine efficiency by driving industry-leading productivity

16. SWOT ANALYSIS

17. STRENGTHS WEIGHT RATING TOTAL
1.Market leader in confectionery segment 0,14 4 0,56
2. A globally recognized brand 0,12 4 0,48
3. Popular subsidiary brands like Cadbury, Kraft, Jacobs, Tang,
Maxwell House, Milka, Oreo, etc.
0,08 3 0,24
4. An employee strength of about 126,000 people 0,09 2 0,18
5. Strong financial muscle 0,12 3 0,36
6. Strong R&D and innovation 0,08 3 0,24
7. Strong supply chain network 0,07 4 0,28
8. Diverse product range including confectionery, dairy
products, cheese, beverages, other food products
0,10 3 0,3
9. Brand loyalty and recall 0,07 2 0,14
10.Association and sponsorship to various sports events 0,06 2 0,12
11.Presence in more than 70 countries 0,07 2 0,14
TOTAL 1.00 3,04

18. WEAKNESSES WEIGHT RATING TOTAL
1. Instances of product recall have affected the brand image 0,20 3 0,60
2. Tough competition means brand switching in the segment is
quite high
0,15 4 0,60
3. Kraft foods company’s credit dangers additional
decline while food corporation reorganizes its business, which
can comprise making extra gaining that are founded via debt
0,30 3 0,90
4. High debt related to income, earlier than interest, taxes,
reduction and paying off to a higher level representing wider
credit extends.
0,20 3 0,60
5. Possibility of perceived weakness from female CEO in
foreign markets.
0,15 1 0,15
TOTAL 1.00 2,85

19. EXTERNAL ASSESSMENT

20. OPPORTUNITIES WEIGHT RATING TOTAL
1. Acquisition of Cadbury gives an opportunity to increase
each in developing countries
0,19 3 0,57
2. Increasing obesity is bolstering demand for relative low-
calorie product such as protein shakes
0,13 2 0,26
3. Product line extension with launch of pet food 0,14 2 0,28
4. All workers under become aware of have been presented
one by one meeting on.
0,15 1 0,15
5. Using of inclusive variety of events, including suitable being
without a job packages and recommendation on seeking new
employment to help those who have lost their jobs.
0,07 2 0,14
6. Increased popularity of smaller package size, for health,
economic, and demographic reasons.
0,15 3 0,45
7. Growing markets and changing lifestyles of consumers in
developing economies such as China means more income.
0,17 4 0,68
TOTAL 1.00 2,53

21. THREATS WEIGHT RATING TOTAL
1. Health consciousness amongst people possess a threat to
the confectionery market
0,14 4 0,56
2.Rise in cost of raw material 0,16 2 0,32
3.Eurozone crisis and global economic slowdown 0,13 3 0,26
4.Stiff competition 0,09 2 0,18
5. Trade barriers such as protectionism and agricultural tariffs. 0,10 1 0,10
6. Foreign currency fluctuations 0,11 1 0,11
7. Higher price increases in juices 0,10 2 0,20
8. Climate changes or extreme weather 0,09 3 0,27
9. Rise of Bio-energy markets 0,08 3 0,24
TOTAL 1,00 2,24

22. COMPETITIVE PROFILE MATRIX
Weight
KRAFT FOODS
INC.
NESTLE CONAGRA
Rating Score Rating Score Rating Score
1. Advertising 0,12 3 0,36 4 0,48 2 0,24
2. Financial Position 0,10 3 0,30 4 0,40 2 0,20
3. Global Expansion 0,05 3 0,15 4 0,20 2 0,10
4. Market Share 0,09 3 0,27 3 0,27 2 0,18
5. Product Diversity 0,05 3 0,15 4 0,20 3 0,15
6. Consumer Demands 0,12 4 0,48 3 0,36 3 0,36
7. Customer Loyalty 0,09 3 0,27 3 0,27 2 0,18
8. Product Safety 0,10 2 0,20 3 0,30 3 0,30
9. New Product Development 0,09 4 0,36 3 0,27 3 0,27
10. Profit Margin 0,07 3 0,21 3 0,21 2 0,14
11. Attractiveness as
employer
0,07 3 0,21 4 0,28 2 0,14
12. Price competitiveness 0,05 2 0,10 3 0,15 3 0,15
TOTAL 1 3,06 3,39 2,41

23. Competitive advantage
• Innovation Can Be a Competitive Advantage at Kraft
• Nobody is really good at it—and it’s really hard
• We have shown what’s possible—and we’ve only just begun
• We have Top Leadership’s total commitment and key strengths
• in our Brands, R&D, Sales and Marketing
• We will make it happen

24. Corporate Social Responsibility
helped get 750,000 meals to kids struggling with hunger. That’s not just
fuel for school… That’s 750,000 more reasons to smile.

25. Reference
http://www.mbaskool.com/brandguide/food-and-beverages/3351-kraft-foods.htm
www.mbaskool.com/brandguide/food-and-beverages/3351-kraft-foods.html
http://www.mba-tutorials.com/marketing/swot-analysis-marketing/1411-swot-
analysis-of-kraft-foods.html
http://www.kraftfoodsgroup.com/home/index.aspx
http://www.nasdaq.com/symbol/krft/competitors
https://finance.yahoo.com/q/co?s=KRFT+Competitors
http://www.marketwatch.com/investing/stock/krft/profile