International food giant Kraft Heinz Company describes itself as a “global foods powerhouse” with “a portfolio of powerful and iconic brands.” Kraft executives believe that “delivering on these strategies will put us in the top tier of our peer group and provide our shareholders with top-tier returns on their investment.”
One of Kraft’s most iconic brands is the Oreo cookie. Introduced in the United States in 1912, the first Oreo consisted of two chocolate cookies sandwiching a sweet, white cream filling. While there are now many variations of Oreos sold in the United States, one of the more interesting stories about Oreos comes from China.
Kraft first tried to sell its traditional Oreo cookie in China in 1996, but sales were disappointing. After some market research, the company reformulated the cookie. Now Chinese consumers can purchase four-layer Oreos that are dipped in chocolate but still less sweet than the original. Sales are taking off.
1. In 1996, hoping to gain a substantial piece of the Chinese cookie market (valued at $1.3 billion in 2007), Kraft Foods introduced the traditional Oreo cookie in China. what is part of feedback control process?
a) Compare performance and standards
b) Take corrective action
c) establish standards
d) Measure performance
2. The CEO of Kraft compared the sales figures for Oreos in China to the sales figures for Oreos in the United States and concluded that the original Oreo cookie may not work in China. What is part of feedback control process
a) Compare performance and standards
b) Take corrective action
c) establish standards
d) Measure performance