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Kraft Foods Group: Internal analysis, SWOT analysis and recommendations

Essay Instructions:


INTERNAL ANALYSIS AND SWOT ANALYSIS
Background
The Case in this course is an ongoing exercise, meaning that we will be taking an intensive look at one company over the course of our five modules. This session, we will be conducting a strategic analysis of the Kraft Foods Group. The best preparation for doing well on the Case Assignments is to complete the Background information reading and the SLP before writing the Case.
The outcome of this Case is to complete an internal analysis of the Kraft Foods Group. In doing so, you will partially use the RBV framework in your assessment of the organization's strengths and weaknesses. Your internal analysis will lead to the completion of a SWOT analysis (which you will finalize in Module 4).
Required Reading 
SWOT analysis: Lesson. (2009). Retrieved on November 6, 2012, from: http://marketingteacher(dot)com/Lessons/lesson_swot.htm 
Zahorsky, D. (2009). A business owner's secret weapon: SWOT analysis. Retrieved on November 6, 2012, from: http://sbinformation(dot)about(dot)com/cs/bestpractices/a/swot.htm
Case Assignment 
The completion of an internal profile can be an extensive undertaking, requiring far more time and resources than we have for this course. So—as in prior modules—limit your analysis to the identification and evaluation of one or two key items in each element of the model, as described in the Background reading and as enumerated in the SLP for this module.
Keys to the Assignment 
• Step One: Conduct a critical and thorough internal analysis of the Kraft Foods Group, assessing as many of the company's internal strengths and weaknesses as you can. Incorporate the results of your RBV analysis from the SLP exercise into your discussion. Also, consider the operations, customer service, finance, human resources management, and marketing functions. See the following website, as it will help you decide which strengths and weaknesses you might wish to evaluate: http://www(dot)businessballs(dot)com/swotanalysisfreetemplate.htm
• Step Two: In a 5- to 7-page paper, present the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing the Kraft Foods Group as revealed by your analysis. 
• Step Three: Synthesize your internal analysis with your external environmental analysis (from Module 2) and complete an overall SWOT analysis. In essence, you are to recommend—based on your SWOT—specifically what the company should do. Give your overall analysis—does the company have more strengths than weaknesses? More weaknesses than strengths? Whatever you decide, you need to recommend (with explanations) a company strategy—in response to your collective assessment of the organization's strengths, weaknesses, opportunities, and threats.
• Step Four: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as the Kraft Foods Group's consultant. This is a professional document. Follow the format below: 
o Executive summary: This is a synopsis of the main points, conclusions and recommendations made in the longer report. If you would like a refresher on writing an executive summary, check this website: http://www(dot)highendfinance(dot)com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
o Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
o Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with section headings.
o Conclusion: Summarize your paper in the light of your thesis statement.

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Kraft Foods Group: Internal analysis, SWOT analysis and recommendations
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Kraft Foods Group: Internal analysis, SWOT analysis and recommendations
Strengths from the Resource-Based View (RBV)
Strong financial position/muscle – Kraft Foods has significant financial resources which makes the firm to have ready availability of funds for growth and other investments. It is notable that Kraft’s net cash that was expended in investing activities amounted to 535 million dollars in the year 2014, 426 million dollars in the year 2013, and 422 million dollars in the year 2012, which consisted mostly of CAPEX also known as capital expenditures. In 2014, Kraft’s operating activities resulted in net cash of 2 billion dollars, also in 2013. In 2012, it resulted in 3 billion dollars. Kraft Foods generates a significant amount of money from its operating activities annually, which together with their $3 billion revolving credit will ensure that the firm has enough liquidity to meet various expenditures in the next few years. It is notable that from the year 2010 through 2014, Kraft Foods Group has posted revenues of over $16 billion every year (Financial Times, 2015).
Many skilled and experienced human resources – at present, Kraft Foods Group has a huge workforce; this firm is an Equal Opportunity Employer. In the year 2014, the firm had over 126,000 members of staff globally. These workers help Kraft Foods Group to provide quality services and products to customers in many countries around the globe. The senior management at Kraft Foods Group understands that its human resources are an integral ingredient to its success (Kraft Foods Group, 2015). The numerous employees working at this firm are all talented and have diverse experiences and backgrounds, and they actually bring fresh innovation and creativity at the firm. The diverse workforce ensures that the firm is able to meet the needs of its consumers effectively and adequately. Diversity gives the firm an advantage over its competitors (Kraft Foods Group, 2015).
It is worth mentioning that Kraft Foods Group depends on the working relationships, skills, as well as continuous services of most important workers such as their experienced managers. The capacity of Kraft Foods Group to achieve operating goals is highly dependent on the firm’s capacity to recruit, train, and keep competent people. The firm competes with many other firms all over the world both within and outside of its industry for human resources who are skilled, competent, and capable. In essence, if the firm fails to attract, train, and retain skilled and competent workforce, its business operations may be greatly impacted.
Weaknesses from the Resource-Based View (RBV) of Kraft foods
Declining income and cash flow: Kraft’s profitability has been reducing by a certain extent in the past few years. Warner (2013) reported that the profit of Kraft Foods Group declined by 72 percent. In 2013, Kraft Food Group recorded a fourth-quarter profit of $89 million, which was a drop from $329 million in 2012. In the third quarter of 2014, Kraft reported a decrease of 16.6% in operating income to $700 million. High costs of training and retaining...
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