Kraft Macaroni & Cheese: We Know You Are Going to Love ItFirm problem/situationKraft, a leading company in the food processing industry, had not attempted to reach newcustomers in the Hispanic population in almost 6 years. Throughout this time, the company hadexperienced a decrease in consumption, predominantly in the less-acculturated Hispanics. Thecompany saw this as a growth opportunity. However, since Kraft’s marketing plans had not beendirected towards Hispanics, the brand image had faded along with declining consumption. Inaddition, Hispanics traditions and beliefs stood as a barrier to target this segment.Specific segment(s) targetedThe company’s main target was “first generation, foreign-born Hispanics”. Based onMulticultural Entrepreneurship and Business Consulting, about 40% of Hispanics in the US arefirst generation or immigrants. This makes the Hispanic market is an attractive segment due tothe size and growth rate.