Case Scenario:
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 readings and the SLP before writing the Case.
Most companies have something that resembles a vision, mission, or set of values; or stated goals/objectives that define who the company is and how the company plans to do business. However, organizations may not always label these statements properly—calling a vision a mission, or calling their values a set of beliefs. Sometimes they do not have a mission at all, operating instead on a set of goals.
Required Reading
Hammonds, K. (2007). Michael Porter's Big ideas, Fast Company, 44, Retrieved on November 6, 2012, from:
https://www.fastcompany.com/magazine/44/porter.html
Case Assignment:
In this assignment, you will be critically evaluating the vision, values, mission statement, and goals/objectives of the Kraft Foods Group.
Keys to the Assignment:
After studying the background materials and completing the SLP, you are in an excellent position to evaluate a company's published mission, vision, values, and objectives/goals. This Case asks you to begin your strategic analysis of the Kraft Foods Group by evaluating the company's mission, vision, values, and goals. To do this, observe the following procedure:
Step 1: Visit the official website of the Kraft Foods Group, and identify the company's vision, mission, values, and goals. (Hint: You'll need to do some exploring and a certain amount of speculation—as the terms "vision" and "mission" (and sometimes even the term "company goals") are used interchangeably. Explore the "About Us," and "Investor Center" links. Also, look closely at the most recent Annual Reports.
Step 2: Critically evaluate the mission, vision, values, and goals (again, you'll likely need to make decisions as to which is which). Use the criteria in the background materials as well as the readings related to the SLP to support your assessment of the quality of the company's mission, vision, and values.
Step 3: Determine which (if any) of the elements consider the goals and needs of specific stakeholder groups. Write down any examples.
Step 4: Consider what changes are needed to improve the vision statement, the mission statement, the statement of company values, and the company's objectives and goals.
Step 5: Write a 5- to 7-page paper addressing the above requirements. While you must meet minimum length requirements, you must also address the above requirements with precision and with appropriate breadth and depth.