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 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 citations for information you have "borrowed" or paraphrased
from other sources.
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