Kraft Foods Analysis

1. Kraft Foods
Marketing Macro-environment analysis
Teodor Laci

2. Forces of Marketing
Macro–environment
analysis.
1.Demographic Forces
2.Economic Forces
3.Natural Forces
4.Technological
Forces
5.Political Forces
6.Cultural Forces

3. Demographic Forces
 Kraft Foods make today
delicious foods in 150
countries
 Power is Strong When The
consumers Are Concentrated
: A lot of Consumers Who
Want The Same Thing

4. Economic Forces
Porter’s Five Forces
a) Bargaining Power Of Suppliers: HIGH
b) Bargaining Power of Buyers: HIGH
c) Threat Of New Entrants: LOW
d) Rivalry Among Established
Competitions: HIGH
e) Threat Of Substitute Products and
services: MEDIUM

5. Natural or
Environmental Forces
Environmental issues related to
a) Weather
b) Natural Disaster
c) Climate change
d) Pollution
e) Etc. ….
Don’t have impact in the
performance of this company.

6. Technological Forces
 Use of modern technologies and equipments.
 US$ 499 million on R&D (2008)

7. Market & Customer
Relationship

8. Market & Customer Analysis
1. Company’s market segmentation,
targeting and positioning strategies.
2. Customer relationship development
3. Development of Brand Name and Brand
Loyalty

9. Company’s market segmentation, targeting and positioning
strategies
Kraft Foods segment their customers into
the following four categories:
1. Health and Wellness
2. Quick Meals
3. Snacking
4. Premium
Portofolio of Kraft Foods falls in 5
customer sectors:
1. Snacks
2. Beverages
3. Cheese
4. Convenient meals
5. Grocery

10. Customer Relationship
Development
In order to maintain the relationship of its
products with its costumers:
• Developed ways to revitalize existing food
products
The firm Positions market information in
categories of
a) On time
b) In time
c) Timely.

11. Development of Brand Name and Brand Loyalty
Kraft’s aim is to ensure that its
products become consumers
first choice.
Kraft concentrates on the
innovation and rapid
development of these Power
Brands by simultaneously
ensuring that they provide more
value for consumers.