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Profit Moth Ratio

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The profit margin ratio shows that earnings have decreased considerably between the two years. Profit margins are generally lower in this industry as food products have higher losses to waste and wide availability of substitutes to choose from. While Kraft lead the industry average in 2013, it quickly dissolved this lead and dropped well below the industry average in 2014. This cannot be contributed solely to the decrease in gross profit. I would like to know if new products were released by other companies in 2014 that took market share away from the Kraft brand. The macaroni and cheese recall affected over 6 million boxes of the good and may have left an negative image of the company as a whole (as this is one of their flagship products).

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