Global Business Situation and Opportunity Analysis [Marketing Plan Essay

Global Business Situation and Opportunity Analysis [Marketing Plan Part 1] - Essay Example Scanning the potential business environments and analyzing business opportunities and strengths with threats and weaknesses are critically important components in developing and establishing a market. Kraft Foods is one of the largest food processor in North America and has now emerged to be the second largest food processor of the world as it went global and made its presence in more than 100 countries. As part of its further marketing development, the company proposes to launch one of its most successful brands- namely Philadelphia- in India and therefore the company requires careful assessing and effective analyzing of situational and environmental factors that may impact the company. Marketing plan is an important success pathway to building any market. This paper presents a brief analysis of global business opportunity and business situation of Kraft Foods in relation to its prospect to launch a new brand in prevailing market, India. Introduction Globalizing the market has becom e a strategic effort to defend or promote competition, because globalized markets endogenously intensify competition between firms and force them to be highly competitive, innovative and to use latest technological developments (Blossfeld, Klijzing and Mills, 2012, p. 5). Almost all the fortune 500 companies have globalized their business to seize greater opportunities from foreign markets. This paper analyzes global business situation and opportunities for Kraft Foods Group Inc in relation to its business prospect to launch one of its most reputable brands, namely Philadelphia to one of its existing markets, India. Company structure, Capabilities and Resources . Kraft Foods Group Inc. is 50th largest Fortune 500 companies (CNN Money, 2013) and is renowned to be a global snacks-powerhouse with varying brands that seem unrivaled for the reputation they gained. It operates food and beverages in North America considerable market position in Canada and other countries. It manufactures a s well as markets refreshment beverages, liquid concentrates, coffee products, confectionary and grocery products and convenient meals in more than 100 countries (Reuters.com, 2013). It is a highly successful company in the way it has differentiated the products. It offers its products in a number of different brands such as Cadbury, Jacobs, Nabisco, Philadelphia, Trident, Maxwell House, Kraft etc (Reuters.com, 2013). Kraft Foods Group Inc. is very keen about preparing its recipe for positive change by reducing, reusing and recycling water and other important resources. The company put in efforts to make the difference by using less water for manufacturing and to reduce product packaging so as to produce less wastes (Kraftfoodscompany.com, 2013). Forbes (2013) ranks Kraft Food as the 46th world largest company for most powerful brand and as 63rd largest for most innovative firm. It employs more than 126,000 employees throughout the world. Products, Markets and distribution of Kraft Foods Kraft Foods offers mainly 7 different lines of products, namely baking & desserts, cheese & diary, coffee & beverages, deli meat & hot dogs, sauces & condiments, side dishes