Classroom Presentation for

Business policies & Strategic

Management.

A Case Analysis.
 About Kraft…

Largest food company in North America – An

American Icon.

Portfolio comprises of 61 brands.

 Sales worth $100 million in the last financial

year.

 Acquired Nabisco Group holding Corp.

Has a strong market in western Europe.

Plans for an IPO in the mid June.

 Other Given Facts

Faint presence in most international

markets.

 The only foreign market of Kraft, i.e.

Western Europe seems as saturated as
the US Domestic market.

The company is quite keen to grow &

make its presence felt in the international
markets.
 STRENGTHS WEAKNESSES

Very Prominent in US Grocery Dipping sales

Market
Limited product line
Strong hold on Western
Europe Late entry in other emerging
markets
Innovation has been the key
to its success  Faint international presence

61 Brand holdings.

OPPORTUNITIES & THREATS

Plans to diversify. Global players like UL & Nestlé

Acquisition on cards. Competition in domestic

markets
Breaking into markets which
are emerging. Investor’s lack of confidence in
the Co.

Low sales in foreign markets

 3

4 1 2

5 PORTER MODEL
 The Alternatives…

New product line in the portfolio.

 Target existing market with a more

aggressive marketing mix.

New Products.

 Diversification.
 Recommendations & Implementation

Should go for Diversification

Should try to move to new & emerging

economies

 Offer new & customized products to them

acc. to their culture.

 Should develop an aggressive marketing

strategy to combat the existence of Cos.
Like Nestle` & Unilever esp. in terms of
pricing.
 Thanking you…
Avinash Tripathi Roll no.

74

Bhaskar Makwani Roll no. 51

Kumar Saket Roll no. 48

Kunal Roll no.

15