Industry Analysis:
Kellogg (K) vs. Kraft (KRFT)

Niki Cocke
FIN 4461-791
Prof. Amy Ho
April 22, 2015

Table of Contents

I. Introduction II. Profitability/Risk Ratio Calculations and Analysis a. Kellogg (K) i. Risk ii. Profitability

b. Kraft (KRFT) iii. Risk iv. Profitability

c. Industry Comparison v. Current Ratio vi. Quick Ratio vii. Days Accounts Receivable Outstanding viii. Profitability 1. Return on Assets 2. Return on Common Equity d. Competitor’s ix. Kellogg’s x. Kraft III. Conclusion IV. Appendix I e. Kellogg’s xi. Kellogg’s Annual Report and Form 10-K 2014 3. Income Statement 4. Cash Flow Statement 5. Balance Sheet f. Kraft xii. Balance Sheet xiii. Statement of Income xiv. Statement of Cash Flows V. References

I. Introduction

This analysis on Kraft (KRFT) and Kellogg (K) will include multiple facets.Kraft Foods Group, Inc. operates as a consumer packaged food and beverage company. It is also one of the largest company in the North America and the second largest in the world. It operates through six segments: Cheese, Refrigerated Meals, Beverages, Meals & Desserts, Enhancers & Snack Nuts, and Canada. The company provides natura, cream, processed, grated and shredded, and cottage chesses, as well as sour creams; cold cuts, hot dogs, bacons, and protein packs; lunch combinations, pickles, and meat alternatives; coffees, hot beverage systems, packaged juice drinks, powdered beverages, and liquid concentrates; and refreshment beverages. It also offers macaroni and cheese dinners, shells and cheese dinners, dry packaged desserts, refrigerated gelatin and pudding snacks,