Kraft Case Analyis - Kraft Macaroni Cheese We Know You Are Going to Love It Firm problem\/situation Kraft a leading company in the food processing

Kraft Case Analyis - Kraft Macaroni Cheese We Know You Are...

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Kraft Macaroni & Cheese: We Know You Are Going to Love It Firm problem/situation Kraft, a leading company in the food processing industry, had not attempted to reach new customers in the Hispanic population in almost 6 years. Throughout this time, the company had experienced a decrease in consumption, predominantly in the less-acculturated Hispanics. The company saw this as a growth opportunity. However, since Kraft’s marketing plans had not been directed towards Hispanics, the brand image had faded along with declining consumption. In addition, Hispanics traditions and beliefs stood as a barrier to target this segment. Specific segment(s) targeted The company’s main target was “first generation, foreign-born Hispanics”. Based on Multicultural Entrepreneurship and Business Consulting, about 40% of Hispanics in the US are first generation or immigrants. This makes the Hispanic market is an attractive segment due to the size and growth rate.
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