Discussing food giant Kraft.

... Sarah Renfro 6/1/04 Marketing 551 7:05pm section The Wall Street Journal article "Eating Up" (May 21, 2004) discusses how food giant Kraft is responding to changes in the macro-environment and customer demand through various marketing strategies that we have discussed in class. Kraft has enjoyed a long history of growth and success in the food industry; however, they need to recognize and address the changes in the industry to maintain their market position. First, consumer needs and demands for food choices are changing. Currently customers are looking for "healthier, tastier, more sophisticated foods" than what Kraft is offering. There is a growing awareness of food-related health issues that have created new trends in food purchases such as low-carbohydrate diets, natural and organic foods, and gourmet and specialty products. Many of Kraft's products are the antithesis of these trends - high fat snacks (Oreos) and artificial cheese (Velveeta). Additionally, Kraft is facing new pressures in

want to read more? →