What Taiwanese Food Industry Can Learn from Kraft ,USA

• Main Authors: Wan-Yu Chen, 陳菀渝
• Other Authors: Hsiao-Cheng Yu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/12661430622873864711

碩士 === 國立交通大學 === 科技管理研究所 === 94 === In spite of being considered as a traditional industry, the food industry grows as population and demand for quality of life grows. Taiwan’s food industry is impacted by the following trends: global competitions from multinational competitors, change of food consumption behavior, demand for healthy and organic food, etc. Taiwanese food companies have to maintain competitive by improving technology, product innovation and quality. The huge food market in China offers promising opportunities. Kraft Foods Inc. is the largest food corporation in the U.S. and the 2nd largest in the world. The total revenue reached USD 32.3 billion in 2004. This research studied Kraft’s business strategies such as: product diversification, merger and acquisition, and globalization. This research also explored the current status and future trend of the food industry. Furthermore, based on Kraft’s successful business strategies and the SWOT analysis of Taiwan’s food industry, some strategy suggestions for domestic food corporations are proposed. Keyword：food industry, Kraft Foods Inc., diversification, globalization, operational strategy, a case study.