kraft foods

Kraft FoodsMarketing Macro-environment analysis

Teodor Laci

Forces of Marketing Macro–environment analysis.

1.Demographic Forces

2.Economic Forces3.Natural Forces4.Technological

Forces5.Political Forces6.Cultural Forces

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

Economic Forces

Porter’s Five Forcesa) Bargaining Power Of Suppliers:

HIGHb) Bargaining Power of Buyers:

HIGHc) Threat Of New Entrants: LOWd) Rivalry Among Established

Competitions: HIGHe) Threat Of Substitute Products

and services: MEDIUM

Natural or Environmental ForcesEnvironmental issues related toa) Weatherb) Natural Disasterc) Climate changed) Pollutione) Etc. ….

Don’t have impact in the performance of this company.

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

Market & Customer Relationship

Market & Customer Analysis1. Company’s market segmentation,

targeting and positioning strategies.2. Customer relationship development3. Development of Brand Name and

Brand Loyalty

Company’s market segmentation, targeting and positioning strategies

Kraft Foods segment their customers into the following four categories:1. Health and Wellness2. Quick Meals3. Snacking4. Premium

Portofolio of Kraft Foods falls in 5 customer sectors:1. Snacks2. Beverages3. Cheese4. Convenient meals5. Grocery

Customer Relationship DevelopmentIn order to maintain the relationship of its products with its costumers:• Developed ways to revitalize existing

food productsThe firm Positions market information in categories of a) On timeb) In timec) Timely.

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.