Business Case Studies, Managing in Troubled Times Case Study, Kraft Foods, Arresting Fall in Growth Rate

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Managing in Troubled Times Case Study

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Case Title:

Kraft Foods: Arresting Fall in Growth Rate

Publication Year : 2007

Authors: Mahesh Pol, Mridu Vermai

Industry: Food, Diary and Agriculture Products

Region:US Europe

Case Code: TRT0068P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:

Kraft is the second largest manufacturer of packaged foods in the US. It has several brands which contribute over $1 billion dollar each to revenues of Kraft. Kraft was registering below the target growth in sales in 2006. To arrest the fall in the growth rate, Kraft‘s C.E.O. Irene Rosenfeld (Rosenfeld) was launching several initiatives.

The case discusses these initiatives and also discusses Kraft’s earlier problems and initiatives to overcome these problems, US food industry, future potential for growth of Kraft.

Pedagogical Objectives:

  • To anlayse the dynamics of the US food industry
  • To discuss Kraft’s early growth strategy and its following decline
  • To discuss Kraft’s revival strategy.

Keywords :  US food industry; Managing in Troubled Times Case Study; Kraft Cheese; Oscar Mayer; Philadephia; Jacobs; Cool Whip; Orea; Itene Rosenfeld

Contents:

  • Introduction
  • About Kraft
  • Background Note
  • US Food Industry

  • Kraft's earlier problems and strategies
  • New C.E.O.'s Strategies
  • Looking Ahead

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