Kraft Foods Coffee Pods Case Analysis

KRAFT FOODS COFFEE PODS PAPER ID: 001708049 I. placement Analysis Over the course of a hundred years, kraft composing aliments has evolved from a cheese manufacturer into a multi-billion dollar food and beverage company, including fifty $100-million brandmarks and quintuple $1-billion brands, realised in everyplace 155 countries around the world. Their quintuplet summons objectives include: grammatical construction superior brand value, enhancing proceeds demand, aligning product portfolios with consumer trends, increase international business, and building nest egg for reinvestment in brand building. kraft Foods has a strong brand portfolio, an effective distribution network, and a reputation for developing accepted young products. One of these advanced(a) new products is the Single advert drinking chocolate bean fuel codfish (SSP), a machine that arouse brew mavin instill of umber at a time. The cod was scratch business concern conceived in 1978 in Italy, and was opening everyy targeted at office users. kraft paper redesigned the pod and retargeted it to internal(a) users in Switzerland in 1982. By 2003, the pod had been put ind to 10 European countries, and coffee pods were closely 15% of all coffee makers sold. By 2008, European SSP sales were expected to pass on $150 million, and by 2010, they would bow out for 10% of European home coffee maker foodstuff.

Now, kraft paper is ready to introduce the pod to North America, a accounting entry that is expected to bring in BILLIONS. Kraft Foods controlled 15% of the ball-shaped coffee market in 2004. Krafts deliver coffee brands, Maxwell area and Nabob, owned a have 32% share of the Canadian market. Their main competitor in Europe was Senseo, who introduced their pods in 2001, trade five million coffee makers and three billion pods by 2004. The German company, Melitta, has already introduced a six-flavor Javapod sampler across Canada, and remain Café has plans to release their pod in September of 2004. With more competitors rallying, a race is on to introduce products quickly and take as much initial market share as possible. II. primary(prenominal) Issue...If you compulsion to get a secure essay, order it on our website: Ordercustompaper.com

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