SWOT analysis Kraft Foods, key success factors, merger, Malabar, La Vosgienne, Oreo, value chain, snack market, competitive environment, e-commerce, Cadbury, Jacobs, Milka, Tang, Trident, Nabisco, Newtons, Nutter Butter, Lacta, Freia, Dirol, Honey Maid, Enjoy Life Foods, Royal, Philadelphia, Triscuit, Trakinas, strategic recommendations
"The spirit of a start-up, the soul of a powerhouse": created in 1980 under the name of Kraft Foods Global, the company was initially based in Delaware in the United States before relocating to Virginia, with it should be remembered a change of name in 2012, to become Kraft Foods Group Inc.
1989: Kraft and General Foods forms Kraft Foods as part of a merger. This allows the group to integrate French food brands like Malabar, La Vosgienne, for example. Before the beginning of the 90s, there was a takeover of Suchard and then in 2000 of Nabisco (Oreo).
[...] Source: https://www.e-marketing.fr/Thematique/media-1093/Breves/-mondial-agroalimentaire-Kraft-Foods-devient-Mondelez-195548.htm World leader in the snack market Today, Kraft describes itself as "the world leader in snacks," with sales of $ 35 billion, of which 44% in emerging countries in Europe and 19% in North America. Source: https://www.lsa-conso.fr/kraft-s-affiche-comme-le-leader-mondial-des-snacks,128111 Strong R&D capacity With an R&D center located in Essonne at Sarclay, at an estimated cost of 15 million euros and dedicated to biscuits, Kraft Foods is mainly committed to the development of new products and innovations for the European brands of the group. It is, moreover, the twelfth R&D center in the world. Source: https://www.usinenouvelle.com/article/premiere-pierre-pour-le-centre-de-r-d-kraft-foods-a-saclay.N132259 B. [...]
[...] Presentation of the SWOT analysis of Kraft Foods SWOT is an English acronym (Strengths - Weaknesses - Opportunities - Threats) translated into French by MOFF: Menaces - Opportunités - Forces - Faiblesses. This is a method for carrying out a strategic diagnosis of the company. It was the school of Harvard that proposed, for the first time, a model of gender analysis. This model (known as Harvard) is sometimes referred to by the initials (LCAG) of the authors Learned, Christensen, Andrews and Guth. [...]
[...] 1989: Kraft and General Foods forms Kraft Foods as part of a merger. This allows the group to integrate French food brands like Malabar, La Vosgienne, for example. Before the beginning of the 90s, there was a takeover of Suchard and then in 2000 of Nabisco (Oreo) symbolizes the takeover of brands that had been sold 10 years earlier. Two years later, there was a split: Kraft Foods Group for the food industry in North America (mainly) and Mondelez International: snacking brands. [...]
[...] Likewise, decision-making is a very short process, and society keeps moving forward. Despite its Credo, which emphasizes the startup spirit, Kraft Foods remains a large group of companies, so a lack of responsiveness and a limited capacity for adaptation are real fears. Biscuits Drinks Chocolate Confectionery Cheese shop & grocery store Barni Bournvita Cadbury [HYPERLINK: https://fr.wikipedia.org/wiki/Cadbury] Bubbaloo [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Bubbaloo&action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Bubbaloo] Philadelphia [HYPERLINK: https://fr.wikipedia.org/wiki/Philadelphia_cream_cheese] Belin Clight Cadbury Creme Egg Cadbury Eclairs Royal Belvita [HYPERLINK: https://fr.wikipedia.org/wiki/Belvita] Tang [HYPERLINK: https://fr.wikipedia.org/wiki/Tang_(marque)] Cadbury Dairy Milk Dentyne Sottilette Chips Ahoy [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Chips_Ahoy &action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Chips_Ahoy ] Cadbury Roses Dirol Club Social Côte d'Or [HYPERLINK: https://fr.wikipedia.org/wiki/C%25C3%25B4te_d%2527Or_(chocolat)] Halls [HYPERLINK: https://fr.wikipedia.org/wiki/Halls] Enjoy Life Foods Freia [HYPERLINK: https://fr.wikipedia.org/wiki/Freia_(chocolat)] Hollywood [HYPERLINK: https://fr.wikipedia.org/wiki/Hollywood_Chewing_Gum] Honey Maid Lacta Sour Patch Kids LU [HYPERLINK: https://fr.wikipedia.org/wiki/Lef%25C3%25A8vre-Utile] Marabou [HYPERLINK: https://fr.wikipedia.org/wiki/Marabou] Stimorol [HYPERLINK: https://fr.wikipedia.org/wiki/Stimorol] LU Petit beurre [HYPERLINK: https://fr.wikipedia.org/wiki/Petit_beurre] Milka [HYPERLINK: https://fr.wikipedia.org/wiki/Milka] Stride Mikado [HYPERLINK: https://fr.wikipedia.org/wiki/Mikado_(biscuit)] Daim Trident [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Trident_(marque)&action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Trident_(gum)] Nabisco [HYPERLINK: https://fr.wikipedia.org/wiki/Nabisco] Toblerone [HYPERLINK: https://fr.wikipedia.org/wiki/Toblerone] The Vosges Newtons Pavlidis Dark Chocolate Nilla [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Nilla&action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Nilla] Nutter Butter Oreo [HYPERLINK: https://fr.wikipedia.org/wiki/Oreo] Premium [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Premium_Plus&action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Premium_Plus] Prince [HYPERLINK: https://fr.wikipedia.org/wiki/Prince_de_LU_(biscuit)] Ritz [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Ritz_Cracker&action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Ritz_Cracker] Tiger Trakinas Triscuit [HYPERLINK: https://fr.wikipedia.org/w/index.php?title=Triscuit&action=edit&redlink=1] [HYPERLINK: https://en.wikipedia.org/wiki/Triscuit] Tuc [HYPERLINK: https://fr.wikipedia.org/wiki/Tuc_(biscuit)] High number of brands on the same segments; hence the risk of cannibalization and self-competition (see table below) Source: https://fr.wikipedia.org/wiki/Mondel%C4%93z_International C. [...]
[...] Source: https://www.andlil.com/analyse-de-kraft-foods-142048.html Questioning the credibility of food industry manufacturers Salmonella milk, killer germinated seeds, horse meat lasagna, the current examples, with more or less dramatic consequences are infamous and illustrate the crisis of household confidence with regard to the agri-food industry today. Increase in the obesity rate With the institutionalization of the European Day against obesity (May we understand that the public authorities have decided to fight this scourge against the backdrop of a war against the agri-food industry. Conclusion and strategic recommendations As a result of the above developments and the identification of the strengths, weaknesses, threats and opportunities of Kraft Foods, it is appropriate to reflect on the strategic choices. [...]
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