Chapter 5 - Developing a Global Vision

Kraft Foods Inc. has many core values. These values are used to encourage customers to spend more time with their families and enjoy life to the fullest. In June 2009, Kraft launched it's corporate vision "Make Today Delicious" in China. It's very important to Kraft Foods to build a relationship globally with people. It's apart of their core values to show their customers how much they really care for them.

Kraft Foods Inc. has its own headquarters located in Shanghai, China. Kraft has offices open in over 250 cities across China. Originally Kraft opened it's China market in 1984 and currently has over 4,000 employees. Proudly marketing in over 170 countries around the world, Kraft as of 2010 has a revenue of $49.2 billion. And more than half of that revenue was earned outside North America.

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'.

Chapter 3 - Ethics & Social Responsibility

Kraft Foods Inc. is a well known company for it's delicious food. One of their goals is to show that they care for their consumers. Not only do they want to make consumers happy with their products, but they also want to have a positive affect on our world today. In their 2010 report, Irene B. Rosenfeld, Chairman and Chief Executive Officer, states:

"As a global food company, we can help raise
people up—out of hunger, out of poverty, toward
healthier lifestyles—through what we make and
how we make it. Millions of times a day … in ways
big and small … quite literally around the world,
we’re doing just that. And we do it at multiple
points in our supply chain … from our agriculture
sourcing initiatives that have made us a leading
purchaser of sustainable cocoa, coffee and
cashews to our finished products, like Biskuat
and Tiger fortified biscuits that help Indonesian
moms ensure their kids get the right vitamins
and minerals to grow to their full potential.

...Finally, our actions focus on what we call the “Three Ps”
for creating lasting change: Products, Policies
and Partnerships."

There are many areas of focus that Kraft Foods is involved in all over the world. These areas include: agricultural commodities, packaging, energy, water, waste, and transportation/distribution. They have several pages on their site that are dedicated to their ethics and reasoning behind protecting their resources:

• Nourishing Our Agricultural Supply Chain
• Environmental Policy
• Climate Change       

 Kraft Food's is also a very socially responsible company. They are extremely involved in their environment. And they try their hardest to promote healthy life styles. During the month of October, their company holds a 'Delicious Difference Week' that is their companies annual week of community service. Kraft is in partnership with hundreds of nonprofit organizations. As a company they do a lot such as fighting hunger with their mobile food pantries.







 April 7th of every year is 'World Health Day". Kraft Food's Inc. hold programs to fight Malnutrition in Brazil. Not only do they hold these many different programs and get involved with their community to help them but they also do it to interact with them and make sure that their happy. They teach their Hispanic communities to have fun through a program called 'Salsa, Sabor y Salud' which means Food, Fun and Fitness.

“Salsa, Sabor y Salud is just one of the ways Kraft Foods and its Foundation are delivering on its commitment to health and wellness.  Promoting healthy lifestyles is critical to that commitment,” says Rhonda Jordan, President of Global Health & Wellness for Kraft Foods.  “Latino children are at greater risk for childhood obesity.  Through our partnership with NLCI and the Y, we’ll be able to get even more Latino families involved in this award-winning program.”