Managing in Troubled Times Case Study

Kraft Foods: Arresting Fall in Growth Rate

OR

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