KRAFT FOODS: THE LAUNCH TOPIC OF Coffee PodsGeoff Herzog is Product Manager for Coffee Development at Kraft Foods Canada. After reviewing the positive results of single-serve coffee pod systems, he wondered whether these systems would be effective in other areas. It was July 6, 2004, and Herzog had just learned that Kraft Foods North America was planning an aggressive launch of coffee pods in the United States. He then had only a month left to decide whether or not the company should proceed with a simultaneous launch in Canada, or wait for results in the United States.HISTORY OF KRAFT FOODSKraft Foods was founded as a cheese manufacturer in 1903. It became the largest food manufacturer in North America. and beverages and number two in the world. By 2004, they had become present in over 155 countries. Kraft consisted of two operations, Kraft Foods North America and Kraft Foods International, and its businesses were divided into five product categories. These categories are drinks, ready meals, cheese, groceries and snacks. The Kraft brand portfolio was among the strongest among consumer packaged goods in the world, with 50 brands worth $100 million and 5 brands worth $1 billion. Kraft also has a strong distribution network and a well-deserved reputation for developing innovative new food products and applications. The company's mission is to achieve leadership in the markets it serves, which it has pursued by fostering innovation, obtaining high-quality products and maintaining close monitoring of margins. beneficiaries. Kraft has established five operational objectives to achieve these goals. The first objective was to create greater brand value for consumers by offering greater product benefits at the right price. The second goal was to improve product quality...... middle of paper ......, the data showed a positive gain with each scenario. There would therefore be no reason to wait for the results from the United States to move forward. Given that data has already been collected for the Canadian coffee market and otherwise Kraft would simply have to invest more money into more market research, it would be a waste of resources and time if Kraft did not launch at all its product, and therefore It would be beneficial for them to launch the Maxwell House and Nabob coffee pods simultaneously with the US launch. Kraft Foods is one of the most well-known and successful brands in its industry, and expansion is one of the best methods for continued growth and development. WORKS CITED Kerin, Roger A. and Robert A. Peterson. Strategic marketing issues: cases and comments. 12th ed. Upper Saddle River, New Jersey: Prentice Hall, 2010. Print.