人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_19.docx

KraftFoodsInc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor：KristopherJ.BlanchardA. CaSeAbStraCtKraftFoodsInc.GVWW.KraflfoodSComP)isacomprehensivestrategicmanagementcasethatincludesthecompany'scalendarDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinNorthfield.I1.,KraftFoodsInc.istradedontheNewYorkStockExchangeundertickersymbolKFT.B. ViSionStatement(Actual)OnecompanygrowingbynourishinglivesandfindingabetterwaytodayonebiteatatimeC. MiSSiOnStatement(Actual)MakeTodayDelicious.MiSSiOnStatement(Proposed)Asaglobalcompany(3),westriveourselvesinproducingsuperiorproductsandservices(2)toourcustomers.Withsuperiortechnology(4)anddedicatedemployees(9),weareconstantlyworkingonintroducingnewandinnovativeproducts,meetingourcustomer'sexpectation(6)andensuringtoachievehigherthanexpectedreturntoourshareholders(5).Ourdesireistobethenumberofchoiceforourloyalcustomers(7,8).CustomerProductsorservicesMarketsTechnologyConcernforsurvival,profitability,growthPhilosophySelf-nceptConcernforpublicimageConcernforemployeesD. ExternalAuditCPM-CompetitiveProfileMatrixKraftNestleConAgraCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScorePricecompetitiveness0.1420.2830.4210.14GlobalExparsk>n0.0830.2440.3220.16OrganizationalStructure0.0220.0430.0610.02EmployeeMorale0.0330.0920.0610.03Technology0.0830.2440.3220.16ProductSafety0.1110.1130.3320.22Customer1.oyahy0.1040.4030.3020.20MarketShare0.0830.2440.3220.16Advertising0.0940.3630.2720.18ProductQuality0.1040.4030.3020.20ProductImage0.1140.4430.3320.22FinancialPosition0.0630.1840.2420.12Total1.003.023.271.81Opportunities1. Morepeoplearediningout,andfoodproducersaredevotingmoreattentiontoproductsdesignedforrestaurants,vendingmachines,andotherfoodserviceproviders2. Beabletoselltorestaurantsatahighermargin3. Consumersareshiftingtowardfoodntaininglesstransfatorfewercalories,orthosecontainingonlyorganicingredients4. Bottledwaterhasbecomewellestablishedinthemarketandenhancedwaterscontainingvitaminsorsupplementsaregainingpopularity5. Consumerpricesforbakedgoodsincreased10.7percentinJanuary2009comparedtoJanuary20086. Inputcostsforbakers,includedcommoditiessuchaswheat,eggs,andnaturalgaslhavedeclinedrecently7. TheU.S.marketforpackagedandprocessedfoodshasseenlargeprofitsinretailsales,andthisnumberisexpectedtoseesteadygrowth8. Worldwide,demandisalsoontheriseforpackagedtypeoffoodasmorepeopleadoptalifestylethatincludeslesstimeforthepreparationoffood9. ThegreatestassetofanyretailandconsumerproductcompanyisitsreputationandperceivedvalueamongnsumerThreats1. Obesilyisincreasingdrasticallyinbothchildrenandadultsandaccordinglyconsumersaredeviatingfromhavingsnacks,cheesesandsuch2. Risingcostsofpetroleumcauseanincreaseincostforcompaniesinthefoodindustryandintheagricultureend3. Foodsafetyprogramshavebeenadoptedrecentlyasissuesofchemicalandbacterialcontaminationandnewfood-bornepathogensremainapublichealthconcern4. Becausetheindustryissompetitive,itisdifficultforthesecompaniestoraisetheirpricesaccordingly,andprofitmarginshavesufferedasaresultduetoweakeconomyandincreaseinunemployment,manyconsumershaveswitchedfrombrandnametogenerics5. Duetoincreaseinfuelcharges,thecostofdistributioncanincreaseaswell6. GlobalwarmingbecomingamajorpoliticalissueandfoodproducersaresimultaneouslycastasperpetratorandpotentialhealerExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Morepeoplearediningout,andfoodproducersaredevotingmoreattentiontoproductsdesignedforrestaurants,veriingmachines,andotherfoodserviceproviders0.0640.242.Beabletoselltorestaurantsatahighermargin0.0730.213.Consumersareshiftingtowardfoodcontaininglesstransfatorfewercalories,exthosecontainingonlyorganicingredients0.0720.144.Bottledwaterhasbecomewellestablishedinthemarketandenhancedwaterscontainingvitaminsorsupplementsaregainingpopularity0.0730.215.Consumerpricesforbakedgoodsincreased10.7percentinJanuary2009comparedtoJanuary20080.0630.186.Inputcostsforbakers,includedcommoditiessuchaswheat,eggs,andnaturalgas,havedeclinedrecently0.0420.087.TheU.S.marketforpackagedandprocessedfoodshasseenlargeprofitsinretailsales,andthisnumberisexpectedtoseesteadygrowth0.0940.368.Worldwide,demandisalsoontheriseforpackagedtypeoffoodasmorepeopleadoptalifestylethatincludeslesstimeforthepreparationoffood0.0930.279.Thegreatestassetofanyretailandconsumerproductcompanyisitsreputationandperceivedvalueamongconsumer0.0630.18Th