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Kraft Foods Group's Mission and Vision

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The Case in this course is an ongoing exercise, meaning that we will be taking an intensive look at one company over the course of our five modules. This session, we will be conducting a strategic analysis of the Kraft Foods Group. The best preparation for doing well on the Case Assignments is to complete the Background information readings and the SLP before writing the Case.

Most companies have something that resembles a vision, mission, or set of values; or stated goals/objectives that define who the company is and how the company plans to do business. However, organizations may not always label these statements properly—calling a vision a mission, or calling their values a set of beliefs. Sometimes they do not have a mission at all, operating instead on a set of goals.

Required Reading

Hammonds, K. (2007). Michael Porter's Big ideas, Fast Company, 44, Retrieved on November 6, 2012, from: http://www.fastcompany.com/magazine/44/porter.html

Case Assignment

In this assignment, you will be critically evaluating the vision, values, mission statement, and goals/objectives of the Kraft Foods Group.

Keys to the Assignment

After studying the background materials and completing the SLP, you are in an excellent position to evaluate a company's published mission, vision, values, and objectives/goals. This Case asks you to begin your strategic analysis of the Kraft Foods Group by evaluating the company's mission, vision, values, and goals. To do this, observe the following procedure:

-Step 1: Visit the official website of the Kraft Foods Group, and identify the company's vision, mission, values, and goals. (Hint: You'll need to do some exploring and a certain amount of speculation—as the terms "vision" and "mission" (and sometimes even the term "company goals") are used interchangeably. Explore the "About Us," and "Investor Center" links. Also, look closely at the most recent Annual Reports.
-Step 2: Critically evaluate the mission, vision, values, and goals (again, you'll likely need to make decisions as to which is which). Use the criteria in the background materials as well as the readings related to the SLP to support your assessment of the quality of the company's mission, vision, and values.
-Step 3: Determine which (if any) of the elements consider the goals and needs of specific stakeholder groups. Write down any examples.
-Step 4: Consider what changes are needed to improve the vision statement, the mission statement, the statement of company values, and the company's objectives and goals.
-Step 5: Write a 5- to 7-page paper addressing the above requirements. While you must meet minimum length requirements, you must also address the above requirements with precision and with appropriate breadth and depth.

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Solution Preview

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 ...

Solution Summary

The answer to this problem explains the mission and vision of Kraft and how these can be improved . The references related to the answer are also included. Almost 2000 words.

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Kraft: Organizational Components Crucial Implementation

This final case involves an analysis of strategy implementation at the Kraft Foods Group. You will use the resources you identified in the SLP to gather information about the company and relate that information to your work in the previous four cases.

The Case in this course is an ongoing exercise, meaning that we will be taking an intensive look at one company over the course of our five modules. This term, we are conducting a strategic analysis of the Kraft Foods Group. The best preparation for doing well on the Case Assignments is to complete the Background information reading and the SLP before writing the Case.
Required Reading

Refer to the required and optional reading on strategic controls, the theme for this module.
Case Assignment

In Module 5, we will conclude the case study process by researching the Kraft Foods Group's strategic controls and their fit with the company's chosen strategy.
Keys to the Assignment

Step One: Review your Case papers from Modules 1-4 so that you are familiar with the mission, vision, SWOT, strategy, and strategic choices you have identified over the course of the class.
Step Two: Research the structure, systems, people, and culture at the Kraft Foods Group. Use the responses you provided in the SLP as a guideline. You will not be able to get answers to every single question, but you will need to answer at least one or two for each component.
Step Three: Describe the Kraft Foods Group's organizational design, key strategic control systems, primary human resources concerns, and cultural factors, and the effect that these have had on the implementation of the Kraft Foods Group's strategy.
Step Four: In a 5- to 7-page paper, critically evaluate the fit—or the lack of fit—between the company's mission, strategy, and organizational components crucial to implementation. Do these components complement the strategy? Why or why not?
Step Five: What changes would you—as the CEO—make to better assure the success of the company's strategy?
Step Six: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as the Kraft Foods Group's consultant. This is a professionaldocument. Follow the format below:
Executive summary: This is a synopsis of the main points, conclusions and recommendations made in the longer report. If you would like a refresher on writing an executive summary, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.
Conclusion: Summarize your paper in the light of your thesis statement.

Assignment Expectations

Your paper will be evaluated using the following five (5) criteria:

Assignment-Driven Criteria (Precision and Breadth): Does the paper fully address all Keys to the Assignment? Are the concepts behind the Keys to the Assignment addressed accurately and precisely using sound logic? Does the paper meet minimum length requirements?
Critical Thinking (Critical Thinking and Depth): Does the paper demonstrate graduate-level analysis, in which information derived from multiple sources, expert opinions, and assumptions has been critically evaluated and synthesized in the formulation of a logical set of conclusions? Does the paper address the topic with sufficient depth of discussion and analysis?
Business Writing (Clarity and Organization): Is the paper well written (clear, developed logically, and well organized)? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are section headings included in all papers? Are paraphrasing and synthesis of concepts the primary means of responding to the Keys to the Assignment, or is justification/support instead conveyed through excessive use of direct quotations?
Effective Use of Information (Information Literacy and References): Does the paper demonstrate that the student has read, understood and can apply the background materials for the module? If required, has the student demonstrated effective research, as evidenced by student's use of relevant and quality (library?) sources? Do additional sources used in paper provide strong support for conclusions drawn, and do they help in shaping the overall paper?
Citing Sources: Does the student demonstrate understanding of APA Style of referencing, by inclusion of proper end references and in-text citations (for paraphrased text and direct quotations) as appropriate? Have all sources (e.g., references used from the Background page, the assignment readings, and outside research) been included, and are these properly cited? Have all end references been included within the body of the paper as in-text citations?

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