PESTEL Analysis - Kraft Foods

Extract

[...] If a strategic differential appears, it is necessary to consider calling into question whether the means or the activity or even the objectives themselves. While the internal analysis relies on the resources, skills and strengths of the company, the external analysis takes into account the macro-environment of the company and the competitive forces it faces. Thus, the successful strategy makes it possible to compensate or overcome its weaknesses, optimize its strengths, seize market opportunities and transform threats into opportunities, by developing suitable resources. [...]

[...] PESTEL Analysis - Kraft Foods Introduction A. Kraft Foods overview "The spirit of a start-up, the soul of a powerhouse":1 created in 1980 under the name of Kraft Foods Global, the company was initially based in Delaware in the United States before it relocated to Virginia in 2012. This move coincided with the company changing its name to Kraft Foods Group, Inc. 1989: Kraft and General Foods form Kraft Foods as part of a merger2. This allows the group3 to integrate French food brands like Malabar and La Vosgienne. [...]

[...] Brainstorming is a technique for finding original ideas in a meeting, with the possibility of everyone expressing themselves spontaneously. It is, therefore, a matter of giving free rein to your imagination in order to obtain as many ideas as possible; any idea, even eccentric, being welcome. Kraft Foods develops its products using sugar, dairy products, coffee, corn, etc. it will, therefore, be necessary to examine the fluctuations in the prices of these raw materials in the countries of supply as this will have a direct impact on manufacturing costs and ultimately profit margins. [...]

[...] Market figures Kraft Foods Group Inc. is a multinational company in the agri-food sector whose main activity is the manufacture and marketing of cookies, confectionery, chocolates, yoghurts, juices, cheeses, coffee. These products are marketed under several brands namely Oreo, Maxwell House, Lu, etc. established in many countries in Europe, the United States in the Middle East and Africa. It is, therefore, positioned in 5 business sectors, namely snacking alcoholic beverages dairy products prepared meals and groceries Its turnover of 42 million euros (2011) follows an upward trend, thanks to the acquisitions of companies in the same sector of activity such as the LU branch of Danone and, in particular, one of its competitors Cadbury. [...]

[...] Carrying out the PESTEL analysis of Kraft Foods, therefore, amounts to mapping the influential factors at the macroeconomic level that make it possible to understand the development of the market and the positioning of the company. This model, therefore, does not aim to identify the opportunities and threats specific to an organization, but rather those that affect all current and potential actors in these activities. This is why such a diagnosis can be useful in two respects: for a manager wishing to become involved in this industry or a student in the context of research work. [...]