Kraft Food Canada Swot Analysis

Nova Southeastern University

H. Wayne Huizenga College of Business & Entrepreneurship

Assignment for Course: MKT 5125 – Marketing Decisions for Managers

Submitted to: John Gironda

Submitted by: Fabiana Patricia Barbera Villavicencio [e-mail]

Date of Submission: 11/01/2017

Title of Assignment: Kraft Food Canada: Targeting Millennials

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.

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If it is needed, what must be changed and what kind of improvements could be done, keeping in mind the target market segments and characteristics like Hip-ennial, Gadget Guru, Millennial mom, clean and green millennial, old school millennial.

 How to intact traditional users with the millennial mom segment and not to alienate or rebel one for the other.

Alternatives

There are quite a few alternatives and possibilities mentioned in the case study that can lead to a solution to this problem. Kraft Foods has resolved problems which were quite similar to this one in the past with products named Mio and Peanut Butter. However, the products now have some unique features attached to them. These features include:

Kraft Singles is the product that has made its place in the market since decades now having 25% share in the sales revenue that is why its consumption is quite static from the past several years.

These are the few alternatives that can be taken to address these issues:

A. Remarket the product of cheese, and the marketing should be efficient as well as aggressive plus efforts should be made to make this product as much nutritious as possible. The objective of this approach is to create an emotional relationship between these three different segments and to remind millennial moms that this is the product that has been in their families for so long and it has sentimental

Rebrand its product by focusing on the base of the product line and focusing on the diet of a cow with proper care and to show the market that the process of converting milk into cheese has been made more sophisticated and clean.

C. Totally change the strategy and make the brand whole new again with innovativeness by making the product according to the needs of the millennial mom market because this segment is on the rise and the revenue from these segments will diminish with time. They could also provide unique recipes and provide home servicing, etc.

D. The company could also do nothing except give discounts and offers to retail stores and customers to attract them because Kraft Single has that kind of market share and market acceptability which would allow them to do.

E. The company is known for its decentralized system so company can target different segments in Canada according to their characteristics, but it can become a bit costly.

Criteria

The selection of the best alternative and evaluating the opportunity cost of choosing the best alternative is a very vital role. Its importance comes with the fact that whichever alternative is chosen, it can hit the revenue and can affect the overall