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Kraft Foods Inc in Hot Drinks

August 2012

With new developments in fresh coffee pods and emerging markets switching to coffee, Kraft is well placed to benefit. However, with key rival Nestlé ploughing ahead and Kraft facing a hugely disruptive company re-organisation, the future may not be without problems. In this profile, Euromonitor International assesses the outlook for Kraft Foods Inc in hot drinks.

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Overview:

Euromonitor International's report on Kraft Foods Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Hot Drinks market and the global economy. Company and market share data provide a detailed look at the financial position of Kraft Foods Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Kraft Foods Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Kraft Foods Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Hot Drinks research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report

Scope

Strategic Evaluation

Key company facts
Kraft: A multi-product company
Financial assessment: Kraft ends agreement with Starbucks…
…and signs up with Costa and Mondelez
Kraft coffee: A good start but now, must do better
SWOT: Kraft Foods Inc
Key strategic objectives and challenges

Competitive Positioning

Often below-par performance from Kraft
Kraft needs to keep Nestlé at closer distance

Market Assessment

Kraft looks to the East for growth
Fresh coffee expertise
Coffee price rise and the squeeze is on
Battle of the pods

Geographic and Category Opportunities

US fresh coffee faces “ podernization ”
France leads the way in coffee pods
Could Brazil be the place to enter Latin America?
Emerging markets see instant coffee’s appeal
Russia’s robusta price growth
China’s coffee culture takes off

Brand Strategy

Kraft needs to replicate Nestlé’s successes
Tassimo’s smart growth
Jacobs the leading brand for Kraft
Kraft’s premium Carte Noire
Maxwell House US flavourings could lead to Asian expansion

Operations

Production and facilities
Research and development, production and distribution
Kraft splitting into two

R ecommendations

Deliver new products to new customers
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