Download Running head: UNIT III CASE STUDYUnit III Case StudyColumbia and more Lecture notes Accounting in PDF only on Docsity! Running head: UNIT III CASE STUDY Unit III Case Study Columbia Southern University Kraft Foods is one of hugest and wide-reaching merchandising multinational establishment in the retail market in the United States and countries abroad responsible for commodity items of cased packaged subsistence for maintaining life and growth. Expanding miles across the globe in over 150 localities to include, Canada, Europe, Latin America, Asia Pacific, Africa, and the Middle East has served the organization well in attracting a diversity of consumers (Kraft Foods, 2009). Kraft Foods headquarters is based in Northfield, Illinois, and essentially managing day- to-day functions the U.S. and Canada. The company employees well over 22, 000 plus workforce, generating over 18 million in earnings during the company’s fiscal annual years. The company’s average increase is well over 71% on the average during the year, with net profit gains at well over 2 million in the gaining year (MarketLine, 2014). Kraft Foods manages seven divisions concentrating on chesses, cold-cut meats (e.g. hotdogs), chilled meals, a wide selection of liquid refreshments, sweets (e.g. puddings), packaged nuts, and outbound selected items distributed throughout Canada. The United States establishment focus on meat and cheese items, liquid refreshments, the Canadian side of the house distribution management is peanut butter and coffee, and advertisement to include production matching products disperse throughout the U.S. (MarketLine, 2014). Kraft Foods also consist of two elements Kraft North America and Kraft International with annual fiscal revenue over 1 billon in transactions yearly, to include merchandise reaching worldwide of at least 99% families throughout the continent. Kraft is a byproduct of Phillip Morris tobacco giant, which resulted from a union of Kraft and General Mills, in the early 80’s ensuring control of category specific product development and unification of product offerings (Kraft Foods, Inc. 2004). Kraft Foods mass produce all of services through large scale industrial production and manage operations in various locations in 56 countries. 2012 Kraft Foods also changed its name to Mondelez. The same year through 2015. Mondelez set in motion avenues to launch into various markets across the globe resulting in new products/services in the European market, Asian market (e.g. China), South America, India (e.g. Bahrain), the United Kingdom, Spain, Russia, African nations expanding products globally (Mondelez International, Inc. 2020). Strengths of Kraft Foods are various byproducts offerings accompanied by a variety of marquee selection line. Strong global distribution network that can attract new opportunities and products introduced in new markets. Global strategic innovation and working relationship with Facebook, Google, and twitter for mobile-first experience between audiences and brands (Mondelez International, Inc. 2020). There are various offerings of a broad products to include beverages (e.g. coffee, various juices, cheeses, snack packs, dinners, condiments generating sales of goods relating to the company’s primary operation of production and distribution across the globe. With over 150 localities’ products are reaching the shelves, freezers, bins, in smallest of corner stores to supercenters, drugstores, empowering and placing the product at the fingertips for the shopper in numerous markets (Kraft Foods Inc. 2004). And the use of various technology working relationships (e.g. Google, Facebook) to reach and capitalize on the changing needs of the audience through advertisement strengthening the transitional customer base (Mondelez International, Inc. 2020).
