Kraft Foods Inc
Kraft Foods Romania Kraft Foods Romania
Tudor Corneliu
Master Fabiz, An II, Gr. II
12/23/2011
Tudor Corneliu
Master Fabiz, An II, Gr. II
12/23/2011
Contents 1. Kraft Foods Int 1 1.1. History 2 1.2. The Business 2 1.3. Sales evolution 3 1.4. MNE characteristics 4 2. The internationalization process of Kraft Foods 5 2.1. Kraft Foods in Romania 5 2.2. 2008/2009 turn around 6 3. Kraft Foods strategic management 7 3.1. Kraft foods mission, vision and values 8 3.2. External analysis 8 3.2.1. Competitors 9 3.2.2. New entrants 9 3.2.3. Substitutes 10 3.2.4. Suppliers 10 3.2.5. Buyers 11 3.3. Internal analysis FCA/CSA Matrix 11 3.4. Oreo Campaign in Romania 12 Appendix 1 (Financial Data) 13
1. Kraft Foods Int
Kraft Foods is the world 's second largest food company with revenues of $49.2 billion and earnings from continuing operations before income taxes of $3.6 billion in 2010. Kraft Foods was incorporated in 2000 in the Commonwealth of Virginia. They have approximately 127,000 employees worldwide, and they manufacture and market packaged food products, including biscuits, confectionery, beverages, cheese, convenient meals and various packaged grocery products. They sell products to consumers in approximately 170 countries. At December 31, 2010, they had operations in more than 75 countries and made products at 223 manufacturing and processing facilities worldwide. Also they had net assets of $35.9 billion and gross assets of $95.3 billion. They are a member of the Dow Jones Industrial Average, Standard & Poor 's 500, the Dow Jones Sustainability Index and the Ethibel Sustainability Index.
At December 31, 2010, their portfolio included eleven brands with annual revenues exceeding $1 billion each: Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar
Tudor Corneliu
Master Fabiz, An II, Gr. II
12/23/2011
Tudor Corneliu
Master Fabiz, An II, Gr. II
12/23/2011
Contents 1. Kraft Foods Int 1 1.1. History 2 1.2. The Business 2 1.3. Sales evolution 3 1.4. MNE characteristics 4 2. The internationalization process of Kraft Foods 5 2.1. Kraft Foods in Romania 5 2.2. 2008/2009 turn around 6 3. Kraft Foods strategic management 7 3.1. Kraft foods mission, vision and values 8 3.2. External analysis 8 3.2.1. Competitors 9 3.2.2. New entrants 9 3.2.3. Substitutes 10 3.2.4. Suppliers 10 3.2.5. Buyers 11 3.3. Internal analysis FCA/CSA Matrix 11 3.4. Oreo Campaign in Romania 12 Appendix 1 (Financial Data) 13
1. Kraft Foods Int
Kraft Foods is the world 's second largest food company with revenues of $49.2 billion and earnings from continuing operations before income taxes of $3.6 billion in 2010. Kraft Foods was incorporated in 2000 in the Commonwealth of Virginia. They have approximately 127,000 employees worldwide, and they manufacture and market packaged food products, including biscuits, confectionery, beverages, cheese, convenient meals and various packaged grocery products. They sell products to consumers in approximately 170 countries. At December 31, 2010, they had operations in more than 75 countries and made products at 223 manufacturing and processing facilities worldwide. Also they had net assets of $35.9 billion and gross assets of $95.3 billion. They are a member of the Dow Jones Industrial Average, Standard & Poor 's 500, the Dow Jones Sustainability Index and the Ethibel Sustainability Index.
At December 31, 2010, their portfolio included eleven brands with annual revenues exceeding $1 billion each: Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar