Shaping up to compete

Fairhurst, David
March 2006
Brand Strategy;Mar2006, Issue 200, p12
Trade Publication
The article reports on the organizational streamlining in the United States operations of Kraft Foods. Factors that affected the U.S. operations of Kraft include the global health trend and marketing and the growing Hispanic population. The company is planning to further reduce its workforce by 8,000 and to close a total of 40 factories by the end of its restructuring program in 2008. The author suggests developing a master brand strategy and apply it to different areas of the business.


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