Kraft Food Case Study

 

Kraft Food Case Study  

 

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Abstract

Teams in Kraft Company ensure improved organizational learning. Working in teams has pressure on the learning atmosphere within the organization. This implies that category teams within the organization assists and promotes education to the entire members of the organization. Kraft Company has been one of the organizations that have embraced proper leadership in enhancing its performance. The company has been able to lead in the market and thereby meeting its objectives. Its managers can respond to the organizational changes as they ensure proper teamwork in the organization. Kraft ensures that before introducing a new product considerable planning and investment is made.  The company uses its planning analysts, Research and Development Divisions and the product teams to analyze the available markets. Market orientation strategy can help Kraft Company in ensuring its stakeholders’ expectations are met. Market orientation is important as it ensures that the customers are served with the right products and services. Satisfied customers are retained by the company, and this enhances the company’s performance.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Usefulness of ‘Category Teams’ in the context of Kraft Foods

Kraft Company is one of the biggest businesses in the food industry. It has markets in United States and other parts of the world. The company has been performing well over the past years as it mainly concentrates on the customers’ needs. In the United States, it controls over 40% cheese market (Chasse & Wolfe, 2013). Category terms are essentially important in an organization as they ensure that the strategic goals of the organizations are achieved. Teams are frequently created to undertake a specific and impermanent issue such as projects or research and development. They are created to benefits from the know-how of the variety of people from diverse departments in the organization. Involving specialists from diverse departments ensure that, the company can produce a product that can be successful in the market. Kraft Company has been one of the organizations that have embraced proper leadership in enhancing its performance. The company has been able to lead in the market and thereby meeting its objectives. Its managers can respond to the organizational changes as they ensure proper teamwork in the organization. This helps in responding to the dynamic business changes and the customer’s requirements.

Kraft can be categorized as one of the companies that have been successful, as it has diverse people who work to achieve the organizational goals.  The company has corporate strategy that helps the team members to work in harmony so as to achieve a common goal.  The teams help in the implementation of the strategic plan of the organization.  Category Teams’ enables the staffs members of Kraft to have shared information about the group’s objectives and goals that they are expected to achieve as a group. In Kraft Company, the members are assigned to different responsibilities or tasks that they are expected to accomplish within a stipulated time frame. Structuring of the work groups enables teams of the diverse groups to dedicate themselves to the attainment of the team’s specific goals. The Category Teams’ in organizations can maximize their knowledge on a long term basis.

The category teams ensure a shared vision within the organization. In Kraft Company, the category teams help in the research and development of the new products. They ensure that the markets for the new products are effective, and the right niches are selected.  Their shared vision ensures that the company performs well in the market compared with the rivals.  Teams work harmoniously to achieve their vision and that of the company. The category teams are self-directed and mostly, they are careful while making their judgments or receiving the directions from their seniors. Team members who are self-directed have better morale for their jobs and their managers always have confidence in their work.  The teams ensure that the corporate strategies are developed within the organization. Joint efforts in the organization are important in ensuring the organizational success. Different expertise is brought about by organizations that ensure teamwork in achieving their common goal. There is a high performance for companies such as Kraft foods that encourage teamwork. The category teams have special skills and the members ensure the success of the business by applying some distinctive knowledge and creativity.  Team members bring to the organization technical know-how and problem solving expertise. Kraft is using its skillful managers to enhance its performance. The company understands that, skilled managers have the expertise in carefully developing plans that help to meet the company’s goals.

Teams in Kraft Company ensure improved organizational learning. Working in teams has pressure on the learning atmosphere within the organization. This implies that category teams within the organization assists and promotes education to the entire members of the organization. In Kraft, category teams have diverse skills and knowledge that they learn from each other. They have created an environment for shared knowledge, skills, responsibility, and continuous personal and professional growth of all the staff members. The workers have the chances to development themselves proficiently from the efficient team that is created within the business. Category teams enhance the chances of the staffs taking part in the guidance program organized to enhance the performance.  Teamwork is also necessary for the members of the business to elevate their self-esteem. Every associate of the team feels important and aggravated to work, and this contributes to the success of the organization. Category teams maximize their creativity and talents in order to achieve high organizational performances. Category teams in Kraft also help individuals within the organization to build up their personal responsibility. The team members have diverse skills that may harmonize one another in order to come up with more efficient result for the organization. People in a team possess varied attitudes, knowledge, and skills, and they can monitor each other’s task and performance

How Kraft Foods might research the market beforehand to ascertain the potential success of new products?

Kraft has an extremely wide area of operation around all countries in the world. The company deals with diversified foods and beverages that give the company a competitive advantage over its rivals.  Many diverse organizations that form part of Kraft usually deal with the marketing, processing, distribution, and packaging of basic food products. There are different important success factors that have contributed to Kraft company’s great performances. This includes; proper teams, its product innovation, brand image, proper customer service, experience, and store location. The company’s innovation and teamwork have enabled it to draw much attention to its clients with less effort. Kraft Foods’ sells its goods and services even before the organization engages in promotional plans. Kraft Company has effectively created awareness of its products in the market, and thus new products stirs up the consumer interest in the Kraft products. Market research is important for the Kraft Company as it helps the company to have the ability to capture the exceptional locations and open stores that can serve different niches. Research should combine all expertise in the organization so as to ensure that the new product fits in the selected market niche. Business plan is essentially effective before carrying the market research, as it will guide the employees on the strategies to be followed.

Kraft ensures that before introducing a new product considerable planning and investment is made.  The company uses its planning analysts, Research and Development Divisions and the product teams to analyze the available markets.  In order for Kraft to ensure the success of a new product, it must plan ahead on the ways to ensure the new product receives a great boost from the selected niche. It is thereby essential for the company to carry out research to ensure that the niches selected fits the new products which needs to be introduced. Kraft food can be able to research the market by using the innovative ideas from its staffs, involving its employees in the decision-making, and setting aside certain amount of funds to be used in the research and development. This can help in identifying the customer’s needs within a certain environment; help in identifying the competitors within the niche and their pricing strategies, and how the new product may be perceived in that markets. Legal and Political systems affect the decisions made by a company with regards to the entry in the new market internationally. It is essentially important for a company to undertake the research on the political and legal environment so that it can provide the new product under the rules of the country.     The marketing research on the new product helps in ensuring different market segments is targeted. It also helps an organization to evaluate the attractiveness of each market subdivision and select the market segment that have the potentiality of providing better returns in the future.  After researching the markets, Kraft Company should ensure that the product yields greater client satisfaction, and the products can increase the marketing effectiveness.

How marketing orientation would help the organization

There are wider areas of opportunities Kraft Food can apply. It can use market orientation strategy, and use the available space in the new emerging markets for improvement. A move towards marketing orientation for Kraft Company would also help it in achieving its set goals. This move can help the company to satisfy its customers’ needs, by reacting to their needs/wants. Kraft Company operates in a competitive market, and adopting market orientation strategy, would help it, in becoming more sensitive to the client’s needs.  This would help the company in ensuring more sales than the rivals. This strategy may help Kraft in providing what is right for the clients, rather than what the business thinks might be right for their clients (Riley, 2012). Kraft Foods’ management operates in a fast-changing niche or market place where it must ensure that its customers are treated with concern, and the employees are treated as part of the company.

Kraft adopting the marketing orientation strategy can plan ahead in ensuring the organizational goals are met. Managers who use this strategy ensure better decision-making processes in their organization. The use of this strategy can help the company to adopt the new technologies. There are new technologies that Kraft Company can adopt to ensure that the product and services meet the client’s needs.  The development of the online networking sites helps the organizations to achieve their strategic goals.  Facebook and Twitter are online networking sites that provide the Kraft Company with the platform to advertize its products and services to the audiences all over the world.  The company can adopt the mobile technologies such as Wi-Fi in advancing its service delivery. Adopting the online payment methods may help Kraft to serve wider markets. Online payment cards make it economical for the clients to pay their services companies.

Market orientation strategy can help Kraft Company in ensuring its stakeholders’ expectations are met. Market orientation is important as it ensures that the customers are served with the right products and services. Satisfied customers are retained by the company, and this enhances the company’s performance. A better performing organization can attract investors, and this influences the decisions of the shareholders. Better performing company can provide dividends to the shareholders where the sales are more. CSR and corporate governance contribute positively to the organization performance. Market orientation is very important to Kraft foods in providing the suitable structure that the company can effectively attain its goals and objectives. Kraft needs to balance the interests of diverse stakeholders of the business such as the management, shareholders, the government, customers, financiers, suppliers, and the community members. Market orientation is one of the key success factors that can enabled Kraft Foods to compete in an impressive way. The company should ensure strong commitment to product quality in its market segments to make sure its goods and services provide the right contentment to its clientele. This can be achieved by selecting workers with the right knowledge and skills in the field of food manufacturing.

Programme of internal marketing for Kraft and how it would assist the organization’s communications to business and to end customers?

Kraft Food company since its inception has promoted its products portfolio through the well-coordinated internal approaches as well as through the use of the advanced technology applicable in the food industry. Effective internal communication and integration scheme is a program that can ensure proper communication within the organization and enhance the customer’s satisfaction. Communication is essentially important in an organization so as to ensure the attainment of goals and objectives. There is no corporation that can survive without proper communication and integration schemes. Communication also enables organizations to ensure workers are well aware of what is anticipated of them at any given time. Effective internal communication and integration scheme entails individuals showing empathy. It is necessary for the group working together to view the state of affairs from their colleagues’ perspective. This entails the individual workers aligning their goals with the goals of the organization or other team members. This attribute leads to groups within the organizations acting in good faith. They can pay attention to one another ensuring effective communication. Empathy is a characteristic displayed by workers as well as the management of organizations that want to achieve success. Kraft adopting this characteristic may help its workers to listen to one another. Clarity ensures better performances within the organization. Kraft needs to ensure that it adopts effective internal communication and integration scheme to ensure that the organization attains its objectives. Lack of clarity within the organization makes many individuals fail. Kraft has to ensure proper clarity in integrating its employees and its customers.  The management of Kraft must ensure that its workers can understand what is required of them and be able to act accordingly.

Effective internal communication and integration scheme in the workplace requires of individuals to show litheness when communicating to guarantee competence. It is very important for them to display diverse communication abilities to be able to handle diverse situation. This means Kraft employees should view things in diverse perspectives to ensure the company’s success. Effective internal communication ensures rigidity as people can handle problems using certain tactics. Adopting flexibility in the internal communication is important as the changes in the organization may not affect the staffs. The management of Kraft can use diverse communication strategies to guarantee the better handling of the employees and the customers.  Effective internal communication and integration scheme entails people in the organizations ensuring fittingness when talking with one another. Lack of appropriateness pilots to others resisting whatever it is one might be trying to communicate, and this might affect the organization. Appropriateness can be a trait for Kraft Corporation in ensuring that it stays ahead of its rivals. This can help the organization in ensuring that it can comply with its set standards.  Application and innovation of advanced technology is an additional factor that the firms must take an advantage in ensuring that it expands its markets. Expanding the market share for the company requires dedicated efforts from the employees and the management communication or through individual and acquisition. Advertising is very important to Kraft Company given the fact that it can enhance and promote the brand awareness to the clients. Kraft Company has realized an incredible increase in marketing and other expenses incurred in promotions.

Effective internal communication and integration scheme can help the employees to be sensitive to consequences. The employees are able to know what actions can lead to either negative or positive results. Effective communication ensures coordination, motivation and proper delivery of information. Effective internal communication and integration scheme can help the employees at Kraft to display feedback skills so as they can communicate in a proficient manner. Essentially, communication and integration is not absolute until feedback is provided by the other party provides. This helps the management to understand whether their employees were able to get the right message. Lack of feedback in the organization may result in poor performance, as the company may not be able to improve its products.  The employees and management at Kraft need to work closely with one another in ensuring the success of the company. People in the company need to be encouraged to communicate freely with other staffs and supervisors, so as to enhance the organizational performance.  Kraft needs to encourage the staff and the customers to provide feedback at all times so that, the organization can measure its performance.

Kraft Company should also take advantage of their brand recognition and invest in research and development so as to adjust their new products and services. This will help in increasing the effectiveness of organizational operations. To enhance the customer’s satisfaction and proper customer service, the management should be taught competently so as to also coach their workers well.  The clients have high considerations regarding Kraft Company, as they value the company’s products.   They also value the Kraft’s employee’s attitude and behavior. However, the clients would not be satisfied with the notion of waiting in long queues and insufficient workers handling them. This may result in the customers moving to the other substitute fast food stores. Employee’s rudeness may result in the failure of retaining customers. Better communication and integration will ensure a better relationship between the customers and the employees. Motivated employees have extended ability in serving the customers.

The benefits that will accrue in Kraft after adopting the internal communication and integration scheme are many, and this will ensure better business communication. They include; better performance by the employees as they will be encouraged to be accountable and responsible, the employees, and the customers will be able to understand the organization better, the individual employee’s development will be enhanced, also this will ensure improved customer retention, and lastly, there will be good cooperation and coordination among the business departments.

Recommendations

To ensure diverse teams in the organization, Kraft Company needs to ensure that each team member has a role or responsibility to play within the team. Kraft Company should be active enough in ensuring that it changes with the changes in the market demand. This can help the organization to maximize its revenues. The Kraft management needs to motivate their teams in ensuring that they perform well in the organization. Motivation can be in the basis of rewards to the best performing teams. Corporate governance is indispensable to Kraft foods as it provides the suitable framework that the corporation can effectively achieve its goals and objectives. Focusing on the marketing strategies and financial gains may not effectively help Kraft company in attaining its goals. The management should focus on ensuring corporate social responsibility is enhanced, so as to create a good image for the society and the customers. This will help the company in achieving more returns in long-run.  Effective internal communication and integration scheme is a program that can ensure proper communication within the organization and enhance the customer’s satisfaction. Communication is essentially important in an organization so as to ensure the attainment of goals and objectives. To improve the customer’s satisfaction and proper client’s service, the management should be taught competently so as to also coach their workers well.

Conclusion

Kraft has invested huge capital in branding as well as the advertising of the products through the use of online advertisement.  The Kraft Company has so far recorded very low number of limitations because of its regulation guidelines and its organizational structures. The company exploits the available opportunities in ensuring that it achieves its set goals. It has ensured proper teamwork in the organization to help in accomplishing the organization’s objectives. The company uses many incentives to promote its products and expand its market. To ensure more success, the company can adopt market orientation strategy. In this strategy, the company can concentrate on the client’s needs and be able to obtain feedback from them.

References

Chasser, A. H., & Wolfe, J. C. (2013). Brand rewired: Connecting branding, creativity, and intellectual property strategy. Hoboken, N.J: Wiley.

Riley, A. (2012). Marketing orientation [Online] Available from http://www.tutor2u.net/business/gcse/marketing_orientation.htm [Accessed on 11 February 2015]

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