Strategic Management of Kraft Foods

Executive Summary

Kraft Foods is an extremely well recognized brand that provides a vast array of food and beverage products with the ultimate goal “to become North America’s best food and beverage company” (Kraft, 2014). Critical analysis of Kraft Foods mission, vision and values statements revealed some necessary changes to enhance organizational success.

Kraft Foods will become the top in their industry by continuing to develop and sell products tailored to their consumers needs/demands. Assisting consumers to make healthy life choices is part of their dedication to stakeholders. Through incentives and rewards employees will remain dedicated, motivated and have pride in Kraft Foods products thereby increasing financial growth.

Kraft Foods understands that contributing to the community is essential for lasting success. Actively protecting natural resources will leave a huge footprint and legacy for Kraft Foods.

Kraft Foods mission statement is very generic and broad in nature. By narrowing and focusing this goal they will guarantee their future success. The vision and values statements are well written and invoke memories and emotions from their stakeholders thereby drawing them to Kraft Foods.

Introduction

Since its establishment in 1903 Kraft Foods has become a well respected household name (Kraft Foods, 2014). Over the last century Kraft Foods has bought out many of their competitors and expanded their line of products, keeping them as one of the top food and beverage companies in the nation (Kraft Foods). In order to remain successful and accomplish their mission it is imperative their business statements accurately reflect their vision and values. In this paper the author will discuss the mission, vision and values of Kraft Foods and how these powerful statements contribute to their overall success in the industry.

Mission Statement Analysis

Every organization should present a powerful clearly articulated statement as to why their organization exists (McNamara, 2009). This statement should convey to outside stakeholders the benefits of conducting business together to increase chances of financial success. Kraft Food’s mission statement reads “our aim is to be North America’s best food and beverage company” (Kraft Foods, 2014). Kraft Food’s mission statement is very simple, generic and lacks sufficient depth, especially given the size of the Kraft Foods organization. Mission statements should include strong powerful words that articulate and enunciate an organization, resulting in a memorable impression that remains on the forethought of all the stakeholders (Ramjee, n.d.).

A mission statement is short term future goals and it is therefore imperative that organizations readdress their mission statements from time to time (Rector,

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