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ORIGIN

The history of Kraft goes back to 1903, with $65 in capital, a rented wagon and a horse name Paddy, James L. Kraft started selling cheese at Chicago’s Water Street. His four brothers joined him in 1909, and they incorporated the fledging business as J. L. Kraft & Bros.

HISTORY

•       In 1914, the Kraft brothers opened their first cheese making plant in Stockton, Illinois.

•       In 1915 to produce a blended, pasteurized cheese that he marketed in metal containers as “process cheese.”

•       By 1917, Kraft’s earnings were $2 million. The company rapidly expanded abroad opening an office in London (1924) and Germany (1927).

•       Kraft went public in 1924; ftheir years later, it merged with Philadelphia cream cheese maker Phoenix.

VISION & MISSION

VISION

“Helping people around the world eat and live better”

Their vision captures the essence of who we are. Everything we do flows from Their vision. We just don't happen to be a business that sells food – it's what we're all about. Their vision is about meeting consumers' needs and making food an easier, healthier, more enjoyable part of life.

Their vision tells the world – Their employees, customers, consumers and the communities where we make and sell their products – what we care about. It captures the importance of health and wellness, but it also embodies all the ways we can eat and live better, such as the enjoyment of a dessert, the convenience of a microwave meal, the safety and value of Their products and the services and solutions we provide.

MISSION

“Make Today Delicious”

Kraft's mission is to provide fun, healthy food for people to enjoy. Their mission statement informs us that they care about their consumers. Their values areinnovation, quality, safety, respect, integrity, and openness. They strive as a company to communicate with the world reassuring them they're a trusted company with their products.

PRODUCTS AND SERVICES

•       The world’s 2^nd largest Food and Beverages company.

•        A global presence in over 220 countries.

•        Annual revenue of over $54 billion.

•        Twelve of it’s brands have a turnover of $1billion annually.

•        Eighty $100million plus companies.

•        15 research and development centers around the world.

MAJOR BRANDS

It has over 100 brands ranging for all types of food and food products. They are majorly sub divided into:

•       Cheese and Dairy Products.

•       Snack Foods

•       Sweets and Confectionary

•       Convenience, Packaged Foods and Beverages

CAPACITY & MARKET SHARE

•       More than 80 percent of their revenues come from products that hold the No. 1 share position in their respective categories and more than 50 percent of their revenue is driven by categories where the market share is twice the size of the nearest competitor.

•       It has more than 125000 employees.

•       It has revenue of over $54 billion.

•       12 of its brands have an annual revenue of $1billion.

•       Eighty of over $100million.

Distribution of Revenue

The revenue of Kraft is distributed over the precuts, the geographic locations and the channels

All of which are listed below

29%-Confectionaries 21%-Biscuits 18%-Beverages 14%- Cheese 10%- Convenient meals 08%- Grocery

THE DISTRIBUTION OF THE REVENUE CAN ALSO BEEN SEEN BELOW:

Management Team

It has a huge management team. Some of the prominent personals are :

•       Irene Rosenfeld
Chairman and Chief Executive Officer

      Irene came home to Kraft Foods in June 2006 as CEO and became Chairman in March 2007, following the company's spin off from Altria Group.  Since then, Irene has fundamentally changed the face, footprint and prospects of Kraft Foods. 

•       David Brearton

     Executive Vice President and Chief Financial Officer

•       Tim Cofer

     Executive Vice President and President, Kraft Foods Europe 

•       Sanjay Khosla

     Executive Vice President and President, Developing Markets

Corporate Responsibilities

Corporate Awards

It has received numerous awards all around the world for various corporate and social purposes. Some of us are listed below:

•       Included in the:

1. Dow Jones Industrial Average
2. 2011/2012 Dow Jones Sustainability Index
3. Global Dow Index
4. Ethibel Sustainability Index

•       Corporate Reputation and Responsibility

1.            The Carbon Disclosure Project commended us for their approach to climate change disclosure in 2010 – adding us to the Carbon Disclosure Leadership Index for the first time.
2.            They were listed as a Maplecroft Climate Innovation Index Leader in 2010 for their efforts to use less energy, reduce waste and promote green work spaces.
3.       Kraft Foods ranked 23rd in the 2011 Corporate Social Responsibility Index, based on a survey of consumers created by the Boston College Center for Corporate Citizenship and the Reputation Institute.
4.             The American Chamber of Commerce in Shanghai awarded Kraft Foods China and China Youth Development Foundation the "Partnership Award" during their Sixth Annual Corporate Social Responsibility Conference.

•       Awards for Workplace

1.            100 Best Companies, "Working Mother" magazine -- 2011 for the sixth consecutive year and 10 times in the past 11 years. 
2.            100 Best Places to Work in IT, "Computerworld" magazine, third consecutive year -- 2010.
3.            Top 50 Companies for Diversity, "DiversityInc" magazine -- 2010.
4.            Top 50 Best Employers for Latinas, "Latina Style" magazine – 2011 (10 consecutive years).

•       Brands reputed all around the world

1.             Consumers ranked Kraft Foods ftheirth on "Forbes" magazine's list of the Top 100 Brands.
2.             "Fast Company" magazine ranked Kraft Foods second in its list of the top 10 innovators in advertising and marketing.
3.             Kraft Hockeyville received a Gemini Award from the Academy of Canadian Cinema & Television.
4.             Toblerone chocolate won its second consecutive Tambuli Award for the "Thank You Day Philippines Campaign."

Future Plans

•       It plans to Split up parent company into two company. Major subdivision will be based on:

1. Snacks
2. Groceries

•       Consolidating U.S. Management Centers

When the North American grocery company is spun off later this year, it will reduce its U.S. management center locations from four to two. "Consolidating their management locations is a sound business move," said Tony Vernon, Executive Vice President and President, Kraft Foods North America and CEO of the future grocery company. "Having the majority of their business units together in one location will provide greater development opportunities for their people and will help us continue building their brands more efficiently and collaboratively."

•       Workforce Reductions

Throughout 2011, the North American business has been lowering costs to provide funds to invest in its brands. With leaner structures planned across both the future grocery company and the North America Snacks region,Kraft plans to eliminate approximately 1,600 positions throughout the United States and Canada over the next 12 months, primarily from sales, corporate and business unit areas. About 20 percent of these job eliminations are currently open positions.

•      Realignment of U.S. Sales

The grocery and snacks businesses have distinct portfolios and routes to market. By realigning the U.S. Sales structure to create more focused teams, each company can customize its approach to in-store sales and execution to maximize impact. 

Here are some advertisements aired in India and US that support their Vision and mission statements