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 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

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

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"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.

NOTE THE FOLLOWING REQUIREMENTS AS WELL:
1.Use of proper APA style is required in this course. Therefore, prepare your Case with proper documentation of sources,

using in-text citations and a complete reference list. Refer to the Well-Written Paper guide if you are not familiar with

APA style.
2.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:
3.Executive summary: This is a synopsis of the main points, conclusions, and recommendations made in the longer

report. If you have never written an executive summary before, or would like a refresher, check this link:

http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
4.Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will

go about doing it.
5.Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or

sections with appropriate use of headings.
6.Note: You must use section headings to respond to all major requirements in all papers. Your section headings should

appear similar to the following: ?Introduction
?Company’s Mission Statement and Analysis
?Company’s Vision and Analysis
?Company’s Values and Analysis
?Alignment of Company’s Mission, Vision, Values, and Goals with Stakeholders’ Interests
?Recommended Changes
?Conclusion

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 reading 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