Kraft Foods SWOT Analysis, USP & Competitors

Kraft Foods

Parent Company

Kraft Foods Company

Category

Confectionery, Food and Beverage

Sector

Food & Beverages

Tagline/ Slogan

Make today delicious

USP

World’s largest confectionery and processed foods brand

Kraft Foods STP

Segment

People who are perspective buyers of confectionery, dairy, beverages and other food items

Target Group

All age groups, and all income groups

Positioning

A globally recognized, premium quality foods brand, having market leadership in confectionery segment

Product Portfolio

Brands

1.Toblerone
2.Cadbury

Kraft Foods SWOT Analysis

Strengths

1.Market leader in confectionery segment
2.A globally recognized brand
3. Popular subsidiary brands like Cadbury, Kraft, Jacobs, Tang, Maxwell House, Milka, Oreo, etc.
4. An employee strength of about 126,000 people

5. Strong financial muscle

6. Strong R&D and innovation

7. Strong supply chain network

8. Diverse product range including confectionery, dairy products, cheese, beverages, other food products

9. Brand loyalty and recall

10.Association and sponsorship to various sports events

11.Presence in more than 70 countries

Weaknesses

1. Instances of product recall have affected the brand image
2. Tough competition means brand switching in the segment is quite high

Opportunities

1.Acquisition of Cadbury gives an opportunity to increase reach in developing countries
2.Acquisition of competition
3.Product line extension with launch of pet food

Threats

1.Health consciousness amongst people possess a threat to the confectionery market
2.Rise in cost of raw material
3.Eurozone crisis and global economic slowdown

4.Stiff competition

Kraft Foods Competition

Competitors

1.Mars
2.Hershey’s
3.Nestle Ltd

4.PepsiCo

5. General Mills
6. Amul