Interesting stuff about Kraft on Case study for Strategic Management Subject

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Lets talk about Pasta .......
U.S. office of Barilla, the Italian pasta giant, founded in 1877.
Kraft have a variety of cartoon characters pasta shape.
Macaroni, Margherite, farfalle and lumache - different kind of pasta shapes works best with differents type of sauces.
Guillermo Haro is the nation's best-selling pasta architect.Mr Haro is from mexico not italy and he is in Kraft's R&D department, he says pasta plant is like a place of big play-Doh machine. He made pasta more than 2000 shapes.
Different type of pastas are shown below:



What kind of pasta is on my plate?
What kind of pasta is on your plate? by Charming Italy

Enough about pasta, lets go on with Kraft company

Kraft is the second largest food and beverage company after it's competitor Nestle. Kraft also competes with other companies like  Pepsi Co, General Mills, Kellogg.
Kraft's current CEO Irene Rosenfeld took a different view on selling a plan to be narrow down or be more focused on the  business to provide  great opportunities after initial plan to have larger scale by
spending $19 billion last year to buy Cadbury PLC.


Issue to watch
1. Starbucks unwind a 12 years partnership. Initially Kraft distributed Starbucks bagged coffee in supermarket since 1998. Under this agreement Kraft buys coffee from Starbucks, sells it to stores and then pays Starbucks royalty fee.                                                                                                                Now Starbucks wants be out of the deal claiming Kraft didn't do much marketing to sell out Starbucks coffee meanwhile Kraft denies the breach of contract. Kraft fight to court seeking $1.5 billion in severance fees. 
 
http://www.trefis.com/stock/kft/articles/29861/krafts-starbucks-partnership-limited-impact-on-kraft-stock/2010-12-08

Kraft is 2nd largest food and beverage company in the world after Nestle.

2. Kraft To Acquire Cadbury, Kraft sell of Frozen Pizza division to Nestle for 3.7 billion to acquire cadbury for about 16 billion.

http://www.trefis.com/stock/kft/articles/106565/cadbury-acquisition-starting-to-reap-benefits-for-kraft/2012-03-02

3.  Tough global economy - will effect the price matter


http://online.wsj.com/article/SB10001424053111903454504576487720348267828.html


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