人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_19.docx

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1、KraftFoodsInc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor：KristopherJ.BlanchardA. CaSeAbStraCtKraftFoodsInc.GVWW.KraflfoodSComP)isacomprehensivestrategicmanagementcasethatincludesthecompanyscalendarDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear20

2、09.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinNorthfield.I1.,KraftFoodsInc.istradedontheNewYorkStockExchangeundertickersymbolKFT.B. ViSionStatement(Actual)Onecompanygrowingbynourishinglivesan

3、dfindingabetterwaytodayonebiteatatimeC. MiSSiOnStatement(Actual)MakeTodayDelicious.MiSSiOnStatement(Proposed)Asaglobalcompany(3),westriveourselvesinproducingsuperiorproductsandservices(2)toourcustomers.Withsuperiortechnology(4)anddedicatedemployees(9),weareconstantlyworkingonintroducingnewandinnovat

4、iveproducts,meetingourcustomersexpectation(6)andensuringtoachievehigherthanexpectedreturntoourshareholders(5).Ourdesireistobethenumberofchoiceforourloyalcustomers(7,8).CustomerProductsorservicesMarketsTechnologyConcernforsurvival,profitability,growthPhilosophySelf-nceptConcernforpublicimageConcernfo

5、remployeesD. ExternalAuditCPM-CompetitiveProfileMatrixKraftNestleConAgraCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScorePricecompetitiveness0.1420.2830.4210.14GlobalExparskn0.0830.2440.3220.16OrganizationalStructure0.0220.0430.0610.02EmployeeMorale0.0330.0920.061

6、0.03Technology0.0830.2440.3220.16ProductSafety0.1110.1130.3320.22Customer1.oyahy0.1040.4030.3020.20MarketShare0.0830.2440.3220.16Advertising0.0940.3630.2720.18ProductQuality0.1040.4030.3020.20ProductImage0.1140.4430.3320.22FinancialPosition0.0630.1840.2420.12Total1.003.023.271.81Opportunities1. More

7、peoplearediningout,andfoodproducersaredevotingmoreattentiontoproductsdesignedforrestaurants,vendingmachines,andotherfoodserviceproviders2. Beabletoselltorestaurantsatahighermargin3. Consumersareshiftingtowardfoodntaininglesstransfatorfewercalories,orthosecontainingonlyorganicingredients4. Bottledwat

8、erhasbecomewellestablishedinthemarketandenhancedwaterscontainingvitaminsorsupplementsaregainingpopularity5. Consumerpricesforbakedgoodsincreased10.7percentinJanuary2009comparedtoJanuary20086. Inputcostsforbakers,includedcommoditiessuchaswheat,eggs,andnaturalgaslhavedeclinedrecently7. TheU.S.marketfo

9、rpackagedandprocessedfoodshasseenlargeprofitsinretailsales,andthisnumberisexpectedtoseesteadygrowth8. Worldwide,demandisalsoontheriseforpackagedtypeoffoodasmorepeopleadoptalifestylethatincludeslesstimeforthepreparationoffood9. Thegreatestassetofanyretailandconsumerproductcompanyisitsreputationandper

10、ceivedvalueamongnsumerThreats1. Obesilyisincreasingdrasticallyinbothchildrenandadultsandaccordinglyconsumersaredeviatingfromhavingsnacks,cheesesandsuch2. Risingcostsofpetroleumcauseanincreaseincostforcompaniesinthefoodindustryandintheagricultureend3. Foodsafetyprogramshavebeenadoptedrecentlyasissues

11、ofchemicalandbacterialcontaminationandnewfood-bornepathogensremainapublichealthconcern4. Becausetheindustryissompetitive,itisdifficultforthesecompaniestoraisetheirpricesaccordingly,andprofitmarginshavesufferedasaresultduetoweakeconomyandincreaseinunemployment,manyconsumershaveswitchedfrombrandnameto

12、generics5. Duetoincreaseinfuelcharges,thecostofdistributioncanincreaseaswell6. GlobalwarmingbecomingamajorpoliticalissueandfoodproducersaresimultaneouslycastasperpetratorandpotentialhealerExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Morepeoplearedining

13、out,andfoodproducersaredevotingmoreattentiontoproductsdesignedforrestaurants,veriingmachines,andotherfoodserviceproviders0.0640.242.Beabletoselltorestaurantsatahighermargin0.0730.213.Consumersareshiftingtowardfoodcontaininglesstransfatorfewercalories,exthosecontainingonlyorganicingredients0.0720.144

14、.Bottledwaterhasbecomewellestablishedinthemarketandenhancedwaterscontainingvitaminsorsupplementsaregainingpopularity0.0730.215.Consumerpricesforbakedgoodsincreased10.7percentinJanuary2009comparedtoJanuary20080.0630.186.Inputcostsforbakers,includedcommoditiessuchaswheat,eggs,andnaturalgas,havedecline

15、drecently0.0420.087.TheU.S.marketforpackagedandprocessedfoodshasseenlargeprofitsinretailsales,andthisnumberisexpectedtoseesteadygrowth0.0940.368.Worldwide,demandisalsoontheriseforpackagedtypeoffoodasmorepeopleadoptalifestylethatincludeslesstimeforthepreparationoffood0.0930.279.Thegreatestassetofanyretailandconsumerproductcompanyisitsreputationandperceivedvalueamongconsumer0.0630.18Th