Kraft background description
Kraft is the largest branded food and beverage company in North America and the second
largest in the world. It operates in more than 150 countries worldwide. Kraft Foods
markets the worlds favorite food and beverage brands in five product sectors namely the
snacks, beverages, cheese and dairy, grocery and convenient meals.
Kraft also has 35 major brands with more than 100 years of remarkable achievements in
products such as the Oscar Mayer meats, Maxwell House coffee, Jell-O gelatin and Milka
chocolate. Kraft constantly strives to continue making historic records with the launch of
different new products designed to meet the ever-changing needs of the consumer.
Vision, Mission and Goals
Vision
Krafts company vision is to lend a helping hand to the people around them to have a better
life and a healthy life-style.
Krafts vision is to meet consumers needs and making food enjoyable and healthier. Kraft
strives to deliver the message to their consumers that they value the importance of health
and wellness and to provide the best and to deliver the value and quality of their products
and services.
Mission
For Kraft to remain successful in the long-run, they have to ensure that they constantly
re-strategize their products categories to suit the needs of the consumers. Seize the
opportunity to exploit its sales capabilities by coming up with different marketing
strategies.
Goals
Krafts corporate goals is to ensure that their products are innovative, high-quality which
offer optimum satisfaction to consumer, safe to consume, respectful to environmental
needs, and the openness and integrity they seek to commit to the consumers.
These are the values for which Krafts closely follows to achieve their corporate goals by
being truthful to their consumers.
Environmental Analysis of the industry :
Singapore Economic overview
Singapore, a highly-developed and successful free-market economy, which historically
revolves around extended entrepot trade and enjoys a remarkably open and corruption-free
environment. The economy mainly depends heavily on exports
http://www.sedb.com/edb/sg/en_uk/index/news_room/publications/singapore_investment3
/singapore_investment8/covance_s_new_nutritional.html
Financial-Currency
The currency of Singapore is the Singapore Dollar (SGD) represented by the symbol S$.
The central bank of Singapore is the Monetary Authority of Singapore, responsible for
issuing currency. Singapore established the Board of Commissioners of Currency,
Singapore, on April 7, 1967 and issued its first coins and notes. The Singapore dollar was
exchangeable at par with the Malaysian Ringgit until 1973. Interchangeability with the
Brunei dollar is still maintained. On 27 June 2007, to commemorate 40 years of currency
agreement with Brunei, a commemorative S$20 note was launched; the back is identical to
