Kraft Foods is a global leader in branded foods and beverages, bringing in 2004 net revenues of over $32 billion. With over 100 years in business, Kraft has grown to become the largest food and beverage company headquartered in North America and second largest in the world, marketing many popular brands in more than 155 countries. Kraft Foods operates Kraft Foods North America and Kraft Foods International. Kraft Foods North AmericaÆs business includes the worldÆs largest cheese brand (Kraft) and the planetÆs largest cookie and cracker business (Nabisco). KraftÆs brand portfolio includes more than 50 $100 million brands and five one billion dollar brands. Some of KraftÆs other brands include Oscar Mayer meats, Philadelphia cream cheese, Maxwell House coffee, Oreo cookies, Ritz crackers, and Post cereals (Corporate Fact Sheet). Approximately 85% of Kraft is owned by Altria (Kraft Foods Inc. Company Profile). Its seven business segments include: U.S. beverages; U.S. cheese, Canada and North America Foodservice; U.S. convenient meals (including pizza, meats, and meals); U.S. grocery (including desserts and enhancers); U.S. snacks and cereals (including biscuits, salted snacks, and cereals); Europe, Middle East & Africa (EMEA); and Latin America & Asia Pacific (LAAP). KraftÆs vision is ôHelping people around the world eat and live betterö (Corporate Fact Sheet).
Kraft does business according to seven primary corporate strategies:
Build superior consumer brand value ù Deliver more product benefits to consumers at the right price compared to the competition.
Build shopper demand through superior customer collaboration ù Enhancing the relationships we have with our trade partners to achieve success with consumers.
Transform the portfolio ù Accelerate the shift in our product portfolio to better align with key consumer and customer trends, and the fastest-growing channels and demographic groups.
Expand global...