Kraft Foods Inc. Resource Based Analysis Paper
Table of Contents
General Company’s Overview.. 1
Tangible Resources. 1
Physical Resources. 1
Financial Resources. 2
Human Resources. 2
Kraft Foods Intangible Resources. 4
Technical Resources. 4
Intellectual Resources. 4
Other (cultural, reputational, strategic alliances) 4
Kraft Foods Inc. Distinctive capabilities. 5
General Company Overview
Kraft foods group is a renowned international food, beverage and confectionery manufacturer. The company headquarters are in suburbs of Chicago, Northfield, Illinois. It also has its European headquarters in Switzerland, at Glattpark, a region near Zurich. Kraft is a major company in the snaking industry serving over 700 million people worldwide. Kraft is renowned to have a wide range of categories and brands within the snacking industry. Kraft Foods Europe mainly deals with five major categories of products, which are; Cheese & Grocery, Gum & Candy, Coffee, and Biscuits. In these five categories, Kraft foods have over 25 established brands. Some of these brands include; Trident and Halls, Jacobs and Kenco, Tassimo, Milka biscuits and Côte d’Or biscuits, Toblerone, and Philadelphia.
The Company’s physical resources are allocated under following segments both in Europe and United States. It is also worth to note that Kraft makes most of its sales in 17 countries. The corporation has 60 manufacturing facilities with 24,000 employees in Europe alone. In 2011, Kraft Foods realized $54.4 billion revenue. According to their report, the corporation’s success is due to the quality of the products that they deliver to their consumers. This is also captured in the mission and vision statement of the company which is to help people live and eat better. Also, the company is devoted at offering affordable family food packages, a thing that many food and beverage companies have not integrated in their products (Vickers, 2005). The corporation not only manufactures the snacks, but is also responsible for consumer brand marketing initiatives. The corporation’s marketing team works closely with grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others in delivering their products to final consumers. In this manner, they are always close to the main consumers of their products. This strategy has not only helped in creating bigger and better revenues for the company but it also gives the notion of being interested in the welfare of the consumers. Such physical resources and closeness are an attribute that the customers can relate to.
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