Kraft Executive Summary

The Kraft Company has been around for a long time now. Personally I believe you must have a protective firm, not allowing other companies to steal your ideas and product. This will give the firm advantage over others.

The demographic, economic and the socio-cultural segments would be the most relevant segments to Whole Foods Market. These segments have a direct impact on the profitability, sustainability and survivability of Whole Foods Market, and the organic food industry. The relevance of the demographic segment stems from the fact that the age structure, income distribution and population size are important factors which will influence the demand for organic products. The economic segment is relevant, as an affluent population will continue to drive and sustain demand for organic products. The socio-cultural segment is another relevant segment, where attitudes about quality of life,

With having true genuine intentions in eating healthy people fall into the ideas advertised by cooperation’s that their products are healthy. Food corporations protect themselves through ingredient secrecy and even through the FDA because they are not required by law to disclose their ingredients; however, the chemicals used need to be considered by the FDA to be Generally Regarded As Safe (Schlosser 25). People should take responsibility in the research of the food products they consume; therefore, allowing an individual to be wise and informed of what their really consuming. Maybe, instead of cutting corners in trying to eat healthy with false idealistic advertisement consumers should consider eating fresh fruits, vegetables, and cooking ingredients. Consumers should like the author Pollan suggested in his rules of thumb: avoid food products unfamiliar, unpronounceable ingredients, and products containing more than five ingredients (Pollan

The company may now be known as just Kraft Foods Group but the slogans “make today delicious” and the old statements about healthy enjoyable food still stands true. Just like everything in life, things must adapt and grow with time. So being the best food and beverage company means having healthy and delicious food.

This changed in 2012 when Kraft teamed up with Mondelez International Inc. “Mondelez International’s strategy was directed at exploiting its powerful brands of snack foods across the 165 country markets where its products were sold.” (Gamble, 2016) The company aimed to fulfill their strategy by expanding the company’s product line to include cookies, chocolates, candy, gum, and

Belasco (2008) explains that the convenience food industry eliminates the labour, time, and resources it takes to produce a food in exchange for a higher mark-up in price (Belasco 2008:55-56). According to this definition, Kraft Dinner conforms to, and is a part of convenient dietary products despite the fact that it is not the typical “fast food”.

Approximately ten thousand processed food products are introduced every year in the United States. The Food and Drug Administration does not require flavor companies to disclose the ingredients other additives so long as all the chemicals are considered by the agency to be GRAS (Generally Regarded As Safe)” (Schlosser 122-125). With the use of flavor add-ins the fast food industry is been able to make their food cheaper to re-create the same taste we are used to. The author use of logos in the novel only allows for the facts to be stated and

make the quality of food consumers are putting into their bodies as a top priority but recent

Food quality has emerged over the past decade as a top concern for consumers leaving many large food brands struggling to adapt. Growing concern over the rate of obesity, genetically modified organisms (GMO), and overuse of antibiotic are the most significant drivers leading consumers to purchase healthier food. New companies are successfully targeting this demographic using terms such as “Non GMO”, “Gluten – Free”, and “Organic.” Meanwhile revenue continues to decline for legacy food companies including, General Mills, Kellogg Co, and Kraft Foods Inc. struggle to adapt to changing consumer preferences. Large traditional food companies are seeking to counter these trends by acquiring existing health food companies, developing new products,

This situation makes Whole Foods vulnerable to business cycles that affect United States. Like noted during the 2008 economic meltdown, the food industry in the US was highly affected and the sales decline by over 50 percent. Sales decline resulted in loss of jobs, salary cuts and the rise of unemployment leading to the decline of income. As the US organic and natural foods industry is high concentrated with rival firms such as Costco, Stop N’ Shop, Target, Traders Joe’s and Sam’s Club, Wild Harvest, Wal-Mart and Safeway (Harasta, & Hoffman, 2013), Whole Foods should venture into foreign markets and in particular Europe. An expansion in Europe offers vast prospective growth because of its large population. In addition, the Europe organic food market is more sophisticated than that of the US in reference to public acceptance and suppliers. In Europe, the target should be based on area demographics: the location with 40 percent or more people because they are probable of having more nutritional knowledge. (Harasta, & Hoffman,

1.2 Executive Summary Whole Foods Market, Inc. is been respected as a pioneering company for their quality values, a commitment to community and eco-friendly awareness, a healthy growing model and widely admired employment performs. Nevertheless, the business has confronted current problems as a consequence of the economic recession, growing competition, and difficulties from acquisitions. To renew the company from past lows in its hardest year in history, Whole Foods Market must reconsider its expenses, relocate its development strategies, and encourage its brand to participate for the falling customer spending dollar. Throughout the fluctuations in strategic initiatives it’s imperative for the business to preserve Whole Foods Market’s core values and its brand image integral.

An industry is a characterization that alludes to gatherings of organizations that are connected taking into account their essential business exercises. In cutting edge economies, there are many industry characterizations, which are ordinarily assembled into bigger classifications called segments, with individual organizations being grouped into an industry in light of their biggest wellsprings of income.

Today Unilever is one of the world’s largest consumer products companies. Becel Margarine was launched in 1978 as a premium priced product, positioned as the heart healthy margarine of choice. Previously, the Becel brand had been positioned as the heart healthy margarine of choice in Europe for twenty years prior to Canadian introduction. Despite unique positioning Becel struggled for many years gaining only 8.1 percent market share by 1991. Unilever considered several options for growing the Becel brand, such as, price decreases, repositioning the product, and dramatic increases in advertising support. In 1991 Lipton devised the strategy “living a life that is young at heart”. This strategy was very successful with its current target market, 65 and above. In the butter and margarine category, butter holds fifty percent of the market. The Dairy Bureau of Canada positions butter as tasty and natural, which is conveying that margarine is processed and does not taste as good. However, that is not true, margarine is better for you than butter and does suit consumers’ tastes. In addition, the health focus of the butter and margarine market is growing. More and more competitors are positioning their product as healthy for the consumer. For example, Parmalat is a brand of butter that has just entered the margarine market to compete with Becel with the brand Lactantia.

Campbell’s is constantly modifying its products based on consumers health and fitness needs. This company currently maintains a vast consuming goods portfolio that includes famous consumer brands such as Pepperidge Farm, Prego, Pace and V8. This company produces variety of food products that are high quality for consumption and are also widely known as branded convenience food (CSC, 2009). As a number one soup manufacturer in the world which owns up to 70% of U.S market share has experienced a steady growth over the past few years despite the slow performance of the US economy. As the company has turned global its competitors extend from domestic to global markets.

The only real vision statement Heinz offers is to ‘have a bottle of ketchup on every table.' This vision statement reinforces the notion that Heinz only produces ketchup. It is unnecessary for Heinz to further identify themselves with ketchup. The ketchup market is not going to continue to expand much more than it has already. Since Heinz is synonymous with ketchup already, and customers are aware of this high quality product, they should make consumers aware of the other products they offer. Those who feel Heinz ketchup is of the highest quality would be eager to buy other products produced by Heinz believing they too would be of the highest quality. They do need a