Kraft - Vizija, Misija I Ciljevi

Kraft

Vizija, misija i ciljevi

Vizija

Kompanija Kraft ima viziju da pomogne ljudima oko sebe koko bi oni vodili bolji život i generalno imali zdraviji na?in života. Ta vizija se ogleda u zadovoljenju potreba potroša?a i stvaranju zdravije hrane koja nosi ve?i užitak onima koji je konzumiraju. Kraft nastoji da prenese poruku svojim konzumentima da vrednovanje zna?aja zdravlja predstavlja bazu za kreiranje i pružanje vrednosti i kvaliteta njegovih proizvoda i usluga.

Misija

Da bi se uspeh Krafta održao na duže staze, ova kompanija konstantno mora da obnavlja svoju strategiju o proizvodima u skladu sa potrebama potroša?a. Poenta je iskoristiti tržišne kapacitete kroz razli?ite marketinške strategije.

Ciljevi

Korporativni ciljevi Krafta ogledaju se u osiguravanju toga da proizvodi budu inovativni i visokog kvaliteta, pružaju?i optimalnu dozu zadovoljstva svojim potroša?ima, kao i da budu bezbedni za konzumiranje. Kao imperativ ova kompanija tako?e prepoznaje i zaštitu životne sredine, kao i otvorenost i integritet kojim se obavezuje prema potroša?ima.

SWOT Analysis Nestlé

Strengths

• Global food producer, located in over 100 countries. Consistently one of the world's largest producers of food products, with sales in the USA in 2008 of $10 billion; sales and earnings in 2008 were better than expected, even in a downturned economy. Global sales in 2008 topped $101 billion.

• Repeatedly ranked as the world's largest bottled water company and have set up facilities to operate water resources in a responsible manner.

• In 2008, Nestlé was named one of "America's Most Admired Food Companies" in Fortune magazine for the twelfth consecutive year.

• Nestlé provides quality brands and products and line extensions that are well-known, top-selling brands including:

• Lean Cuisine, Yoplait, Maggi, Dryer's/Edy's, Haagen-Dazs, Stouffer's, Boost, Dibs, Hot Pockets.

• Chocolate and Candy: Kit Kat, Toll House, Butterfinger, Baby Ruth, Crunch Bar, the Willy Wonka Candy line.

• Pet Products: Purina, Alpo, Cat Chow, Fancy Feast, Friskies, Tidy Cat.

• Drinks: Carnation, Perrier, Nesquik, S. Pellegrino, Nescafe, CoffeeMate, Taster's Choice, Juicy Juice.

• General Mills: subsidiary which makes Betty Crocker, Bisquick, Hamburger Helper, Pillsbury, Old El Paso, cereals, fruit snacks, frozen pizza, canned soups, frozen vegetables, ready-made frozen meals.

• Gerber: baby formula, prepared baby foods, baby cereals, water, juice, yogurt, foods for infants, toddlers and preschoolers.

• Professional brands sold to restaurants, colleges, hotels, and food professionals including Jenny Craig meals, Impact liquid meals for trauma patients, liquid meals for diabetics, and OptiFast weight loss products.

• Successful due in part to their unquestionable ability to keep major brands consistently in the forefront of consumer's minds (and in their shopping carts) by renovating existing product lines, keeping major brands from slipping into saturation/decline and having superior access to distribution channels.

Weaknesses

• Their LC-1 division was not as successful as they thought it would be in France. In the late 1980s, Dannon entered the market with a health-based yogurt, and become the top selling brand of yogurt; Nestlé's 1994 launch was behind the product life cycle curve in an already mature market and could not compete against a strong, established brand.

• Growth in their organic food sales division was flat in 2008, even though the industry grew 8.9%.

• Since 2004 the breakfast cereal industry has been under fire from the FDA and the American Medical Association, both of which say that false claims of "heart healthy"