conducting a strategic analysis of the Kraft Foods Group

Business

Background

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

reading and the SLP before writing the Case.

The outcome of this Case is to complete an internal analysis of the Kraft Foods Group. In doing so, you will partially use the RBV framework in your assessment of the

organization’s strengths and weaknesses. Your internal analysis will lead to the completion of a SWOT analysis (which you will finalize in Module 4).

Required Reading

SWOT analysis: Lesson. (2009). Retrieved on November 6, 2012, from: http://marketingteacher.com/Lessons/lesson_swot.htm

Zahorsky, D. (2009). A business owner’s secret weapon: SWOT analysis. Retrieved on November 6, 2012, from: http://sbinformation.about.com/cs/bestpractices/a/swot.htm

Assignment

The completion of an internal profile can be an extensive undertaking, requiring far more time and resources than we have for this course. So—as in prior modules—limit

your analysis to the identification and evaluation of one or two key items in each element of the model, as described in the Background reading and as enumerated in

the SLP for this module.

Keys to the Assignment
•Step One: Conduct a critical and thorough internal analysis of the Kraft Foods Group, assessing as many of the company’s internal strengths and weaknesses as you can.

Incorporate the results of your RBV analysis from the SLP exercise into your discussion. Also, consider the operations, customer service, finance, human resources

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management, and marketing functions. See the following website, as it will help you decide which strengths and weaknesses you might wish to evaluate:

http://www.businessballs.com/swotanalysisfreetemplate.htm
•Step Two: In a 5- to 7-page paper, present the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing the Kraft Foods

Group as revealed by your analysis.
•Step Three: Synthesize your internal analysis with your external environmental analysis (from Module 2) and complete an overall SWOT analysis. In essence, you are to

recommend—based on your SWOT—specifically what the company should do. Give your overall analysis—does the company have more strengths than weaknesses? More weaknesses

than strengths? Whatever you decide, you need to recommend (with explanations) a company strategy—in response to your collective assessment of the organization’s

strengths, weaknesses, opportunities, and threats.
•Step Four: 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

professional document. 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 section headings.
Conclusion: Summarize your paper in the light of your thesis statement.

Assignment Expectations

Your paper will be evaluated on the following seven points:
•Precision – Does the paper address the question(s) or task(s)?
•Breadth – Is the full breadth of the subject (i.e., the Keys to the Assignment) addressed?
•Depth – Does the paper address the topic in sufficient depth and include the background readings and other background resources as references?
•Critical thinking – Is the subject thought about critically, that is, accurately, logically, relevantly, and precisely?
•Clarity – Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of responding to the questions

or are points conveyed through excessive use of quotations?
•Organization – Is the paper well written? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are headings included in all papers longer

than two pages?
•Referencing (citations and references) – Does the paper include citations and quotation marks where appropriate? Are the references from the background readings and

assignment present and properly cited? Are all the references listed in the bibliography present and referred to via citation?

Tips and Suggestions

Note the following tips and suggestions:
•Business school case-study assignments are meant to offer practice opportunities for future businesspeople who are earning their MBA degrees. Consider yourself a

consultant hired by the company to make these critical assessments. There are no right or wrong answers to the Case question, as long as your position is well

defended.
•Study the theoretical concepts provided in the Background materials section of the module, and identify main strategy concepts.
•Include a cover page and reference page, in addition to the 5-7 pages of analysis described above.
•Include headings for all papers longer than two pages.
•Cite and reference all sources, including those you paraphrase. This means include citations and quotation marks for direct quotes of more than five words, and