Kraft Foods Romania Kraft Foods Romania
Tudor Corneliu
Master Fabiz, An II, Gr. II
12/23/2011
Tudor Corneliu
Master Fabiz, An II, Gr. II
12/23/2011
Contents 1. Kraft Foods Int 1 1.1. History 2 1.2. The Business 2 1.3. Sales evolution 3 1.4. MNE characteristics 4 2. The internationalization process of Kraft Foods 5 2.1. Kraft Foods in Romania 5 2.2. 2008/2009 turn around 6 3. Kraft Foods strategic management 7 3.1. Kraft foods mission, vision and values 8 3.2. External analysis 8 3.2.1. Competitors 9 3.2.2. New entrants 9 3.2.3. Substitutes 10 3.2.4. Suppliers 10 3.2.5. Buyers 11 3.3. Internal analysis FCA/CSA Matrix 11 3.4. Oreo Campaign in Romania 12
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Figure 2
2.3. Sales evolution
In the last 4 years Kraft Foods are on a positive trend with most of $49,207 billion of sales in the last year, 2010. The effects of the crisis can be also seen as 2009 is the only position when the trend was disrupted. In spite of this they their net profit continues to skyrocket (Appendix 1).
Table 1: Percentage of 2010 Net Revenues by Consumer Sector
| Confect- | | | | | | | | Convenient | | Segment | Biscuits(2) | | ionery(2) | | Beverages | | Cheese | | Grocery | | Meals | | Total |
Kraft Foods North America:
U.S. Beverages - - 36.5% - - - 6.5% U.S.
Its value is that they will be caring and considerate of their employees, customers, suppliers, shareholders, the community and the environment by showing respect to each other and valuing diversity, working together to achieve a safe, friendly and positive working environment, setting clear expectations, recognising contribution and developing their people, leading by example and taking responsibility for their actions, communicating clearly, inclusively, honestly and in a timely manner, having pride in their product and passion for the business, its heritage and its future and contributing to the community through corporate benevolence and environmentally sustainable practices (Haigh's Chocolates).
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Vision: “Together we will build the world’s most extraordinary food company by nourishing people’s lives everywhere, every day”
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