Chapter 4 - The Marketing Environment

Kraft food's Inc. is the largest company in the U.S. and the second largest in the world. As a company, they've striven to satisfy customer's and help people throughout the world. With Kraft's company being so large, they've been distributing their products all around the world. One of their main goals is to show not just consumers, but people in need, all around the world how much they care. They try to understand people's lifestyles and what their taste in food is so they can better help in making consumers happier. Kraft tries to provide the best for their customer's while making money. They want their customer's to be buying their products knowing it's at good value, rather than just making products for money. Kraft Food's want's to satisfy people all over the world culturally and universally so they conduct an environmental analysis to find out what people are interested in. As a company, they compare their competitor's strength's and weaknesses to know their position in the market. With over 100 years in business, Kraft has become the planet's largest cookie and cracker business, otherwise known as Nabisco. Kraft owns many other companies such as Oscar Mayer, Philadelphia cream cheese, Maxwell coffee, Oreo/Chip's Ahoy! cookies, Ritz and Post cereals. Their vision is to 'help people around the world to eat and live better'.