Analytically Reviewing Kraft’s Position Essay

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Introduction Those of us that have children know Kraft. Just ask the children what they would like for lunch or a quick dinner. The majority of the time you will hear macaroni and cheese. As with most children they are not easily fooled with store brands or other generic similarities. They want Kraft macaroni and cheese. In some households Kraft is known for their macaroni and cheese, it is a household name. It is strategically located in grocery stores easily for children to see. This exemplifies a great brand and marketing strategy, but a great marketing strategy can only go so far. For some organizations to make that jump from good to great and realize that power of alignment is vital; Kraft must look inward to ensure the …show more content…
Its prime function is internal – to define the key measure or measures of the organization's success – and its prime audience is the leadership team and stockholders. (Mindtool.com, N.d.) After reading the mission statement numerous times I see that this statement satisfied my five focus points and conveys the proper intent to its stakeholders. The mission statement is clear and I intend to focus more on Kraft’s vision stamen and values as these two have peaked my curiosity as I researched Kraft. Mr. Vernon also stated, with the spirit of a startup and the soul of a powerhouse, we are on a mission to be the best food and beverage company in North America. We expect to be well-positioned over the long term to deliver steady, reliable growth with a strong focus on cash flow to fund a highly competitive dividend and reinvestment in our people, innovation and brand-building. (Kraft, N.d.) I interpret this as an additional mission statement, long term, directed towards its stakeholders. Specifically it states goals Kraft strives for and reiterates its importance of its employees. It states goals within the statement and how to get there. Could may either supplement the existing mission statement mentioned above or conversely confuse stakeholders on the priorities of the organization.
Conflicting Vision
Aspirational in nature, vision statements lay out the most important primary goals for a company. Vision statements generally don't

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