Trident University International
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MGT-599
Module Case Assignment #1
Coordinating Professor:
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21 April 2014

Introduction Kraft Foods Inc. is a publically traded food company that has been around since 1980, based originally in Delaware and has expanded into a globally recognized food company that was a spin-off from Mondelez International. The Kraft foods brand is synonymous with other well known brands like General Mills and Hines and their products can be found in almost every home in America. They make a variety of food products in the beverage, dressings and cheeses, refrigerated meals, meals & desserts, enhancers and snacks, to include other owned brands such as Canada. The company exists in the highly competitive market where advertising dollars spent directly correlate to revenue gained. According to Kraft Food’s 2013 annual report they compete “primarily on the basis of product quality and innovation, brand recognition and loyalty, service, the ability to identify and satisfy consumer preferences, the introduction of new products and the effectiveness of our advertising campaigns and marketing programs, and price” (Vernon, 2013). Their stated strategy for “improving our market position or introducing a new product requires substantial advertising and promotional expenditures” (Vernon, 2013). This shows a strong level a strategic thinking and planning within the company even though they are highly focused on competition through advertising and promotional expenditures. Within the context of this paper and continuing through out this class an analysis on Kraft Foods Inc. with be conducted in order to gain a better understanding of strategic management principles through the use of mission, vision, values, and goal statements in regards to how they impact the stakeholders and the company as a whole.
Kraft Foods