Essay on Kraft Foods
Executive Summary 3 Introduction 3 History 4 SWOT Analysis 5 Global Market Expansion 7 Competitor Analysis 9 Industry Analysis 11 Recommendations 12 Conclusion 14 Exhibits 15 Bibliography 16
Kraft Foods began in the year 1903, when James Lewis Kraft purchased wholesale cheese and began to sell it to stores in Chicago, Illinois. Later on James Lewis Kraft along with his four brothers, Charles, Fred, Norman, and John, start the company J.L. Kraft & Bros. Company. The company then decided to produce and vend the company’s own cheese goods. The company then altered its name to Kraft Foods and began selling diversified products.
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There are many macroenvironmental circumstances that pose a threat to Kraft Foods. The competition in the food and beverage industry is fierce. Nestle still remains at the top as the number one food and beverage company in the world. Increasing prices on raw materials also poses a threat to Kraft. Kraft Foods Group, Inc. uses prevarication practices to diminish the influence of price flutters in its primary raw supplies; however, such practices do not absolutely safeguard Kraft Foods. Recalls in Kraft Foods products is an issue that the company has to deal with. Velveeta Shells and Cheese microwavable cups were recalled for a possibility that the cups could contain wire bristles in September 2011. Kraft also recalled a product containing pistachios, in April of 2009, after