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Kraft Foods Inc

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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 …show more content…

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.

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