Kraft Foods Group's Mission and Vision

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In compliance with BrainMass rules this is not a hand in ready paper but only background help.

-Company's Mission Statement and Analysis
The mission statement of Kraft Foods Group is:
"Kraft Foods Group is one of the largest food and beverage companies in North America with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, we are on a mission to be the best food and Beverage Company in North America. We have a deep portfolio of beloved food & beverage brands in the beverage, cheese, refrigerated meals and grocery categories. Our products can be found in the pantries and refrigerators of virtually every household in the United States and Canada.
We expect to be well-positioned over the long term to deliver steady, reliable growth with a strong focus on cash flow to fund a highly competitive dividend and reinvestment in our people, innovation and brand-building". http://ir.kraftfoodsgroup.com/overview.cfm
The analysis of the mission statement of Kraft is that it says that it is in the food and beverages market. It says that it has a portfolio of foods & beverage brands in beverage, cheese, refrigerate meals, and grocery categories. The mission statement clearly gives the products of the company. The mission statement however does not mention the target customers of the company. The mission statement says that the products of the company can be found in the pantries and refrigerators of every household in the US and Canada. This is a broad statement and avoids specifying the target market of Kraft products. The "mission statement" also says that it will deliver steady, reliable growth with strong focus on cash flow to fund a highly competitive dividend and reinvestment in our people, innovation, and brand building. This portion of the mission statement is targeted at the shareholders assuring them of long term steady growth. A good mission statement should not have explicit reassurances to shareholders. A good mission statement should specify how it will provide value to its customers and how it will differentiate its products. These important facts are missing from the mission statement of Kraft Foods Group. What Kraft has not mentioned is the manner in which the company will provide value to its customers. Also, Kraft has neglected to mention how it will differentiate its products from those of its competitors. The problem with the mission statement is that it mentions that it wants to be the best food and beverage company but it does not mention that it will provide the best food and beverage to its customers. The determination to excel is missing. The Kraft CEO's statement says that the company will offer products customers love. This means Kraft will deliver products that its customers adore. The mission statement of Kraft Foods Group is weak and may not provide the required guidance to the company.

-Company's Vision and Analysis
The vision of Kraft Foods Group is found under the heading Our Mission and is written by Kraft CEO Tony Vernon. The vision of Kraft Foods Group is "Our aim is to be North America's best food and beverage company, and we'll get ...