By 李文盈

170 159 98000 countries factories employees the world second biggest food and beverage company

Kraft’s History During 1903 to 1923, the founder: James L. Kraft got his first bucket of gold by doing wholesale of cheese in Chicago. Since 1924,Kraft, Inc(incorporated) became a listed company and purchased numbers of other companies.

In 1988: Kraft, Inc. was bought by Philip Morris Companies Inc. 1989: Philip Morris Companies combined Kraft, Inc. and General Foods Corporation to form Kraft General Foods, the largest food company in the U.S. 2000 to 2010: Nabisco, Danone, Cadbury Plc incorporated into Kraft, Inc.

On 1 October 2012, the former Kraft Foods Inc changed its name to Mondelez International and spun-off some brands into a new company called Kraft Foods Group. Kraft Foods Group focuses on the North American foods business. Mondelēz International focuses on the global snacks business, including the former Cadbury businesses, plus global brands including Dairylea and Philadelphia.[5]

Biscuits:

Confectionery: Powdered Beverage: Coffee:

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SWOT weaknesses strengths ·Lots of talents ·Abundant capital ·Famous brand ·Good quality ·Well-formed sales network ·Lack of flexibility when meeting challenge ·Product diversification may increase operating costs

opportunities threats ·Customers’ needs toward healthy food ·The enhance of china’s economic strength ·The increasing competitions of food industry

The end~^^ Thank you~