Transcript of Kraft Foods
Kraft FoodsMarketing Macro-environment analysis
Forces of Marketing Macro–environment analysis.
2.Economic Forces3.Natural Forces4.Technological
Forces5.Political Forces6.Cultural Forces
Kraft Foods make today delicious foods in 150 countries
Power is Strong When The consumers Are Concentrated : A lot of Consumers Who Want The Same Thing
Porter’s Five Forcesa) Bargaining Power Of Suppliers:
HIGHb) Bargaining Power of Buyers:
HIGHc) Threat Of New Entrants: LOWd) Rivalry Among Established
Competitions: HIGHe) Threat Of Substitute Products
and services: MEDIUM
Natural or Environmental ForcesEnvironmental issues related toa) Weatherb) Natural Disasterc) Climate changed) Pollutione) Etc. ….
Don’t have impact in the performance of this company.
Technological Forces Use of modern technologies and equipments. US$ 499 million on R&D (2008)
Market & Customer Relationship
Market & Customer Analysis1. Company’s market segmentation,
targeting and positioning strategies.2. Customer relationship development3. Development of Brand Name and
Company’s market segmentation, targeting and positioning strategies
Kraft Foods segment their customers into the following four categories:1. Health and Wellness2. Quick Meals3. Snacking4. Premium
Portofolio of Kraft Foods falls in 5 customer sectors:1. Snacks2. Beverages3. Cheese4. Convenient meals5. Grocery
Customer Relationship DevelopmentIn order to maintain the relationship of its products with its costumers:• Developed ways to revitalize existing
food productsThe firm Positions market information in categories of a) On timeb) In timec) Timely.
Development of Brand Name and Brand Loyalty
Kraft’s aim is to ensure that its products become consumers first choice.Kraft concentrates on the innovation and rapid development of these Power Brands by simultaneously ensuring that they provide more value for consumers.