Kraft Foods Inc: Strategic Planning and Management

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Organizational Background- In 21st century business culture, strategic planning is one of the more important requirements for any organization. Modern organization are so highly complex and vastly competitive that the old template of "improving efficiency and the bottom line" is no longer all it takes to be successful. Instead, continued reinvention of both the company's product line and industry capabilities is not only necessary, but will help decide which companies succeed and which fail (Porter, 1998). Kraft Foods is an example of a complex and innovative company. It is the largest branded food and beverage company in North America and the second largest globally. It operates in over 150 countries worldwide with a number of the world's preferred food brands. Kraft holds more than 35 major brands with over a century of successful sales: Oscar Mayer, Maxwell House, Jell-O, and Velveeta. In 2011 the company posted revenues of over $54 billion and continues to employee over 125,000 people worldwide (www.kraftfoodsgroup.com). Tangible Resources - Resources, of course, are both physical and human. Resource based strategic management emphasizes what the organization can bring to the marketplace based on their particular level of expertise building great computers, having a unique product, etc. The strategic model of resource based planning is an ongoing process that is continuously looking at ways in which the company can find better solutions to issues of efficiency and use

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