Industry Analysis: Kraft Lunchables
● Company history (as needed)
● Segmentation and Target Market (for your new/improved product)
○ Primary ages (18-25)
■ Uploaded targeted ages 13-17
○ Adults looking for quick but healthy options
● Marketing Mix to include:
○ Product
■ Product objectives and recommendations
■ Include QFIST, points of difference, mock-ups, and
packaging
○ Promotion
■ Promotional mix: advertising, personal selling, sales
promotion, public relations, direct marketing
■ Be detailed as to what, when, how often, use mockup
ads or even videos…this is your IMC campaign
○ Place/distribution
■ Strategy as it relates to target markets/segments
■ Any logistics & supply chain issues
○ Pricing
■ Strategy behind your decisions
■ Breakeven point and sales forecasts
1
○ Timeline/Milestones for execution
○ Citations (put on a PowerPoint slide, but you do not need to
discuss in class)
Include a product mockup, potential advertisements, etc. The more appealing and
stronger your Power Point and presentation aids, the better your grade!
2
MKT 291 Industry Analysis Outline Page #
1. Table of Contents 1
2. Executive Overview and Summary 2
3. Situation Analysis
a. Market Summary
a. Trends, growth, demographics 2-4
b. Segmentation 4
c. Target Markets 5
b. Environmental Scan
a. Consumer and Social Factors 5-6
b. Economic Factors 6
c. Technological Factors 6-7
d. Competition 7-8
4. SWOT Analysis 8-11
5. Citations 12
2. Executive Overview and Summary
Founded in 1903 as a cheese wholesale company, Kraft has expanded its business model
over decades, now occupying its current position as one of the largest multinational companies in
the food and services industry. Kraft’s success is most likely attributable to its innovative
advertising methods as well as the firm’s introduction and development of new products. A large
portion of what has helped Kraft grow into a titan of its industry derives from receiving a patent
for processed cheese in 1916, which allowed Kraft to develop new products throughout the coming
decades, such as Miracle Whip, Cheez Whiz, and Parkay Margarine. In 1988, Kraft merged with
competitor Philip Morris, which formed Kraft General Foods. Later, this conglomerate purchased
both Nabisco and a new holding company, which formed Kraft Foods Incorporated. A 2015
