Those of us that have children know Kraft. Just ask the children what they would like for lunch or a quick dinner. The majority of the time you will hear macaroni and cheese. As with most children they are not easily fooled with store brands or other generic similarities. They want Kraft macaroni and cheese. In some households Kraft is known for their macaroni and cheese, it is a household name. It is strategically located in grocery stores easily for children to see. This exemplifies a great brand and marketing strategy, but a great marketing strategy can only go so far. For some organizations to make that jump from good to great and realize that power of alignment is vital; Kraft must look inward to ensure the company is committed and steadfast to its primary objectives, organizational goals, and values. I will review Krafts’ mission statement, vision statement, company stated values, assumption of alignment, and recommend possible alternatives to its current statement.
North America's Best Food and Beverage Company
According to CEO Tony Vernon, Kraft’s aim is to be North America's best food and beverage company, and we'll get there by continuing to offer products consumers love, creating a performance-based culture that motivates and excites employees and becoming the best investment in the industry. (Kraft, N.d.) I have five focus points that may ensure that a mission statement reaches its intent. First and foremost to understand the core purpose of Kraft, ensuring clarity of the statement so that external stakeholders understand the mission statement, keep it realistic and optimistic, maintain transparency with your employees, and understand that with time and changing customer demands etc., review the mission statement and make edits when required. A Mission Statement defines the organization's purpose and primary objectives. Its prime function is internal – to define the key measure or measures of the organization's success – and its prime audience is the leadership team and stockholders. (Mindtool.com, N.d.) After reading the mission statement numerous times I see that this statement satisfied my five focus points and conveys the proper intent to its stakeholders.
The mission statement is clear and I intend to focus more on Kraft’s vision stamen and values as these two have peaked my curiosity as I researched Kraft. Mr. Vernon also stated, with the spirit of a startup and the soul of a powerhouse, we are on a mission to be the best food and beverage company in North America. We expect to be well-positioned over the long term to deliver steady, reliable growth with a strong focus on cash flow to fund a highly competitive dividend and reinvestment in our people, innovation and brand-building. (Kraft, N.d.) I interpret this as an additional mission statement, long term, directed towards its stakeholders. Specifically it states goals Kraft strives for and reiterates its importance of its employees. It...