Module 1 -Home
Strategic Management Process/Vision, Goals, Objectives
Assignment
In this assignment, you will be critically evaluating the vision, values, mission statement, and goals/objectives of the Kraft Foods Group.
Keys to the Assignment
After studying the background materials and completing the SLP, you are in an excellent position to evaluate a company’s published mission, vision, values, and objectives/goals. This Case asks you to begin your strategic analysis of the Kraft Foods Group by evaluating the company’s mission, vision, values, and goals. To do this, observe the following procedure:
Step 1: Visit the official website of the .kraftfoodsgroup.com/welcome.aspx”>Kraft Foods Group, and identify the companys vision, mission, values, and goals. (Hint: You’ll need to do some exploring and a certain amount of speculationas the terms “vision” and “mission” (and sometimes even the term “company goals”) are used interchangeably. Explore the “About Us,” and “Investor Center” links. Also, look closelyat the most recent Annual Reports.
Step 2: Criticallyevaluate the mission, vision, values, and goals (again, you’ll likely need to make decisions as to which is which). Use the criteria in the background materials as well as the readings related to the SLP to support your assessment of the quality of the company’s mission, vision, and values.
Step 3: Determine which (if any) of the elements consider the goals and needs of specific stakeholder groups. Write down any examples.
Step 4: Consider what changes are needed to improve the vision statement, the mission statement, the statement of company values, and the company’s objectives and goals.
Step 5: Write a 5- to 7-page paper addressing the above requirements. While you must meetminimum length requirements, you must also address the above requirements with precision and with appropriate breadth and depth.
NOTE THE FOLLOWING REQUIREMENTS AS WELL:
Use of proper APA style is required in this course. Therefore, prepare your Case with proper documentation of sources, using in-text citations and a complete reference list. Refer to the.trident.edu/Presentation.aspx?course=95&term=110&presentation=104286″>Well-Written Paper guide if you are not familiar with APA style.
Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as the Kraft Foods Group’sconsultant. This is a professionaldocument. Follow the format below:
Executive summary: This is a synopsis of the main points, conclusions, and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this link:http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction:State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with appropriate use of headings.
Note: You must use section headings to respond to all major requirements in all papers. Your section headings should appear similar to the following:Introduction
Company’s Mission Statement and Analysis
Company’s Vision and Analysis
Company’s Values and Analysis
Alignment of Company’s Mission, Vision, Values, and Goals with Stakeholders’ Interests
Recommended Changes
Conclusion
Assignment Expectations
Your paper will be evaluated on the following seven points:
Precision – Does the paper address the question(s) or task(s)?
Breadth – Is the full breadth of the subject (i.e., the Keys to the Assignment) addressed?
Depth – Does the paper address the topic in sufficient depth and include the Background reading and other Background resources as references?
Critical thinking – Is the subject thought about critically, that is, accurately, logically, relevantly, and precisely?
Clarity – Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of responding to the questions or are points conveyed through excessive use of quotations?
Organization – Is the paper well written? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are headings included in all papers longer than two pages?
Referencing (citations and references) – Does the paper include citations and quotation marks where appropriate? Are the references from the Background readings and assignment present and properly cited? Are all the references listed in the bibliography present and referred to via citation?
Module 1 -SLP
Assignment
In this module, you will be learning what constitutes good mission and vision statements. You will also be developing a list of criteria for evaluating such statements. You will then use these criteria to evaluate a corporate vision and mission statement in the Case. Finally, you will be comparing your two lists for commonalities and differences.
Keys to the Assignment
The key aspects of this assignment that you must cover in your3- to 4-page paper are:
Step One: Read the Background materials and conduct additional research about writing mission and vision statements. You may rely solely on the websites in the Background materials or supplement them if you wish. You will find that there are a great many opinions on what constitutes a “good” mission statement. Your job is to identify five criteria that you believe are crucial to devising good mission statements.
Step Two: Research the Background websites dedicated to writing vision statements. Again, you may supplement them if you wish. Identify five criteria you think are critical to good vision statements.
Step Three:In a 3- to 4-page paper:
List the five criteria you have chosen for mission and vision statements (i.e., five each). This can be a bulleted list.
Justify your choices. Explain why you think each individual criterion is important.
Critically compare the commonalities and differences between your two lists. Be sure that you address this requirement with appropriate depth.
Module 2 -Home
External Environment Analysis
Assignment
An environmental analysis can be an extensive undertaking, requiring far more time and resources than we have for this course. Therefore, be sure that you do not give an inordinate amount of attention to any one factor to the exclusion of other important ones.
Keys to the Assignment
Step One: Using the sources you identified in the SLP, collect some data to support an industry analysis of each of the Five Forces in Porter’s model.
Step Two: Using the sources you identified in the SLP, collect some data to support an analysis of each of the four elements in the PEST analysis. When considering economic data, use the most current data you can find.
Step Three:In a 5- to 6-page paper, write the results of your external analysis, and be sure to label each of the Five Forces as high,moderate, orlow. Taken together, the Five Forces analysis and the PEST analysis should lead to conclusions about the opportunities and threats facing the Kraft Foods Group as revealed by your research. The data you report from the Five Forces and PEST analysis must be properly cited using APA style.
Step Four:Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as theKraft Foods Group’sconsultant. This is a professional document. Follow the format below: Executive summary: This is a synopsis of the main points, conclusions, and recommendations made in the longer report. If you would like a refresher on writing an executive summary, check this website:.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc”>http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction:State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Use section headings in this paperand all papers. For example: Executive Summary
Introduction
Porter’s Five ForcesThreat of Entry
Rivalry
Substitutes
Bargaining Power of Suppliers
Bargaining Power of Customers
PESTPolitical Environment
Economic Environment
Sociocultural Environment
Technological Environment
Overall Impressions Concerning the Company’s Environment (Opportunities and Threats)
Conclusion
Assignment Expectations
Your paper will be evaluated on the following seven points:
Precision – Does the paper address the question(s) or task(s)?
Breadth – Is the full breadth of the subject ( i.e., the Keys to the Assignment) addressed?
Depth – Does the paper address the topic in sufficient depth and include the Background readings and other Background resources as references?
Critical thinking – Is the subject thought about critically, that is, accurately, logically, relevantly, and precisely?
Clarity – Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of responding to the questions or are points conveyed through excessive use of quotations?
Organization – Is the paper well written? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are headings included in all papers longer than two pages?
Referencing (citations and references) – Does the paper include citations and quotation marks where appropriate? Are the references from the Background readings and assignment present and properly cited? Are all the references listed in the bibliography present and referred to via citation?
Tips and Suggestions
Module 2 -SLP
Assignment
The key aspects of this assignment that should be covered in your paper are:
Step One: Research Web and library sources that would give you the kinds of data you would need to conduct a Porter Five Forces analysis. Use the Kraft Foods Group (and thus, the foods industry) as the basis for this SLP. Note: We are not looking for sites that describe the Five Forces, but sites that will provide you with datathat you will be able to use to conduct your own external environmental analysis (e.g., to analyze the degree of competition in an industry, or the ease of substitution). You have undoubtedly run into such websites and publications before in your core courses. Typically, they are government sources providing statistical data, industry or trade magazines or journals, general business publications, finance websites, websites for trade associations, etc.
Step Two: This is a two-step process: Determine what kinds of information you would need to evaluate each of Porter’s forces (see the background materials), and then find a source that will give you that information. Find a minimum of one or two sources for each of Porter’s forces.
Research Web and library sources that would give you data to support a PEST analysis. Find at least one or two sources for each PEST variable.
Step Three: For each source you have given above, provide a title and a URL (if applicable), and write a sentence or two explaining what information is provided by the source and how the source would be useful in conducting an external analysis, and critiquing the source (e.g., what are the strengths and limitations of the source)?
Note: There are no length requirements for the SLP, however, you must address the above requirements precisely (two sources for each Porter and PEST factor), and you must critique the validity of each source with adequate depth.
Assignment Expectations
Module 3 -Home
Internal Analysis and SWOT Analysis
Assignment
The completion of an internal profile can be an extensive undertaking, requiring far more time and resources than we have for this course. Soas in prior moduleslimit your analysis to the identification and evaluation of one or two key items in each element of the model, as described in the Background reading and as enumerated in the SLP for this module.
Keys to the Assignment
Step One: Conduct a critical and thorough internal analysis of the Kraft Foods Group, assessing as many of the company’s internal strengths and weaknesses as you can. Incorporate the results of your RBV analysis from the SLP exercise into your discussion. Also, consider the operations, customer service, finance, human resources management, and marketing functions. See the following website, as it will help you decide which strengths and weaknesses you might wish to evaluate:.businessballs.com/swotanalysisfreetemplate.htm”>http://www.businessballs.com/swotanalysisfreetemplate.htm
Step Two: In a 5- to 7-page paper, present the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing the Kraft Foods Group as revealed by your analysis.
Step Three: Synthesize your internal analysis with your external environmental analysis (from Module 2) and complete an overall SWOT analysis. In essence, you are to recommendbased on your SWOTspecifically what the company should do. Give your overall analysisdoes the company have more strengths than weaknesses? More weaknesses than strengths? Whatever you decide, you need to recommend (with explanations) a company strategyin response to your collective assessment of the organization’s strengths, weaknesses, opportunities, and threats.
Step Four:Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as theKraft Foods Group’sconsultant. This is a professional document. Follow the format below:
Executive summary: This is a synopsis of the main points, conclusions and recommendations made in the longer report. If you would like a refresher on writing an executive summary, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction:State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Delineate separate topics or sections withsection headings.
Conclusion: Summarize your paper in the light of your thesis statement.
Module 3 -SLP
Assignment
In this SLP, you will be completing a modified RBV analysis of the Kraft Foods Group. You will incorporate this information into your Case analysis for this module.
Note: Throughout this course, you should complete the SLP before you undertake the Case analysis. Before you begin the SLP, read the Background materials thoroughly.
Keys to the Assignment
Step One: Resources are the inputs into a production process. They can be capital, equipment, patents, skill sets of individual employees and/or managers, financial resources, etc. Resources can be tangible or intangible. Individually, they may not necessarily lead to a competitive advantageit is how they are used and the synergies they create that make them strategically valuable. Present as much information as you can find about the following as it relates to the Kraft Foods Group:
Tangible Resources
1. Physical Resources
2. Financial Resources
3. Human Resources
4. Other
Intangible Resources
1. Technical Resources
2. Intellectual Resources
3. Goodwill
4. Other (cultural, reputational, strategic alliances)
Step Two:Distinctive capabilities are those competencies possessed by a firm that cannot be copied or can be replicated only with great difficulty or resources. Determine the distinctive capabilities of the Kraft Foods Group as it relates to as many of the following as you can:
1) Architecture
2) Reputation
3) Innovation
Step Three: Provide the above information in a 4-page paper (not including cover page or references).
Assignment Expectations
Your paper will be evaluated on the following points:
Precision – Does the paper address the question(s) or task(s)?
Breadth – Is the full breadth of the subject (i.e., the Keys to the Assignment) addressed?
Depth – Does the paper address the topic in sufficient depth and include the Background readings and other Background resources as references?
Critical thinking – Is the subject thought about critically, that is, accurately, logically, relevantly, and precisely?
Clarity – Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of responding to the questions or are points conveyed through excessive use of quotations?
Organization – Is the paper well written? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are headings included in all papers longer than two pages?
Referencing (citations and references) – Does the paper include citations and quotation marks where appropriate? Are the references from the Background reading and assignment present and properly cited? Are all the references listed in the bibliography present and referred to via citation?
Application – Are the concepts of the module appropriately applied to the subject?
Tips and Suggestions
Module 4 -Home
Strategic Choices
Required Reading
Refer to the required and optional reading on strategic choices, the theme of Module 4.
Assignment
In a 5- to 7-page paper, respond to the following:
1) Which of the four generic (Porter) strategies does the Kraft Foods Group follow, and how do you know?
2) Integrate the strategy you’ve identified above with the strengths, weaknesses, opportunities, and threats you identified in Modules 2 and 3. Doing so should give you some specific actions the company is taking relative to its strengths, weaknesses, opportunities, and threats. These actions are referred to as “strategic choices.” Do the Kraft Foods Group’sstrategic choices align with the firm’s generic strategy? If not, what are the points of disconnect? Think critically about this step, as no company achieves perfect alignment of its strengths, weaknesses, opportunities, and threats with its chosen strategy. It is your job to uncover the discrepancies and problems.
3) How can the Kraft Foods Group leverage its strengths and shore up its weaknesses by altering its strategic choices? How can the company take advantage of environmental opportunities and minimize environmental threats by altering its strategic choices?Be specific.
4) Complete the paper by commenting on how your view of the Kraft Foods Group’svision and mission has changed or has been reconfirmed by this process of strategic analysis. Would you make any suggestions to revise the company’s mission or vision statements, or any of its goals/objectives?
5) Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as the Kraft Foods Group’sconsultant. This is a professional document. Follow the format below:
Executive summary: This is a synopsis of the main points, conclusions, and recommendations made in the longer report. If you would like a refresher on writing an executive summary, check this website:.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc”>http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction:State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.
Conclusion: Summarize your paper in light of your thesis statement.
Module 4 -SLP
Required Reading
If you are having trouble determining how to integrate the SWOT factors with different strategies, the following two readings may help.
1) The first article includes some examples of how RBV variables can be used to leverage a cost or differentiation strategy:
Competitive Advantage (2007). Retrieved on November 6, 2012, from: .quickmba.com/strategy/competitive-advantage/”>http://www.quickmba.com/strategy/competitive-advantage/
2) The second reading demonstrates how a cost, differentiation, or focus strategy can help a company defend itself against Porter’s Five Forces:
Porter’s Generic Strategies. (2007). Retrieved on November 6, 2012, from: .quickmba.com/strategy/generic.shtml”>http://www.quickmba.com/strategy/generic.shtml
Assignment
In this module, using the Kraft Foods Group, we will be integrating the results of our SWOT with our chosen strategy.
Keys to the Assignment
Step 1: Create a 5×5 table with the four strategies listed across the top and the four SWOT variables at left as follows:
Low cost
Differentiation
Focus
Preemptive
Strengths
Weaknesses
Opportunities
Threats
Step 2: Using your work in Modules 2 and 3 as it relates to the Kraft Foods Group, select one element from any of the analytical models we studied that contributes to each of the four SWOT variables. For example, for Weaknesses, you may want to choose an element from Porter’s Value Chain (say, operations), while for Opportunities you may want to select something from the PEST analysis (say, sociocultural factors). Select one for Strengths and Threats as well.
Step 3:Enter the elements you have chosen with the corresponding SWOT variable. Below, “strong competitive rivalry” has been chosen for Threats. Note that other choices could have been high barriers to entry, high bargaining power of suppliers or customers, high substitutability (from Five Forces analysis), or a specific political, economic, social, or technological factor (from PEST). Complete this process for all four SWOT variables.
Low cost
Differentiation
Focus
Preemptive
Strengths
Weaknesses
Opportunities
Threats: Strong competitive rivalry
Step 4: This is potentially the most challenging part. Indicate the impact each strategy might have on each SWOT factor you have chosen by offering a business action that will address the SWOT. For example, follow the threat strong competitive rivalry across all four generic strategies. How would a low-cost strategy address an industry environment characterized by intense rivalry? What about a differentiation strategy? Focus? Preemptive? In other words, you are considering the same industry threat, but addressing it differently depending on the chosen strategy. See the example below:
Low cost
Differentiation
Focus
Preemptive
Strengths
Weaknesses
Opportunities
Threats: Strong competitive rivalry
Undercut rivals on price through operational economies
Brand loyalty attracts repeat customers
Find an underserved market segment that rivals are unwilling to serve
Beat rivals out of the gate, establish dominant position
Thus, the strategic action you choose to fill in a given blank should do two things: 1) offer a tactic for taking advantage of a strength or opportunity or for managing a threat or weakness, and 2) follow the basic thrust of the strategy in that column.
Assignment Expectations
Your paper will be evaluated on the following points:
Precision – Does the paper address the question(s) or task(s)?
Breadth – Is the full breadth of the subject (i.e., the Keys to the Assignment) addressed?
Depth – Does the paper address the topic in sufficient depth and include the Background readings and other Background resources as references?
Critical thinking – Is the subject thought about critically, that is, accurately, logically, relevantly, and precisely?
Clarity – Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of responding to the questions or are points conveyed through excessive use of quotations?
Organization – Is the paper well written? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are headings included in all papers longer than two pages?
Referencing (citations and references) – Does the paper include citations and quotation marks where appropriate? Are the references from the Background readings and assignment present and properly cited? Are all the references listed in the bibliography present and referred to via citation?
Application – Are the concepts of the module appropriately applied to the subject?
Module 5 -Home
Strategy Implementation
Assignment
In Module 5, we will conclude the case study process by researching the Kraft Foods Group’sstrategic controls and their fit with the company’s chosen strategy.
Keys to the Assignment
Step One: Review your Case papers from Modules 1-4 so that you are familiar with the mission, vision, SWOT, strategy, and strategic choices you have identified over the course of the class.
Step Two: Research the structure, systems, people, and culture at the Kraft Foods Group. Use the responses you provided in the SLP as a guideline. You will not be able to get answers to every single question, but you will need to answer at least one or two for each component.
Step Three: Describe the Kraft Foods Group’sorganizational design, key strategic control systems, primary human resources concerns, and cultural factors, and the effect that these have had on the implementation of the Kraft Foods Group’sstrategy.
Step Four: In a 5- to 7-page paper, criticallyevaluate the fitor the lack of fitbetween the company’s mission, strategy, and organizational components crucial to implementation. Do these components complement the strategy? Why or why not?
Step Five: What changes would youas the CEOmake to better assure the success of the company’s strategy?
Step Six:Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as the Kraft Foods Group’sconsultant. This is a professional document. Follow the format below: Executive summary: This is a synopsis of the main points, conclusions and recommendations made in the longer report. If you would like a refresher on writing an executive summary, check this website:.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc”>http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc
Introduction:State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The “meat” of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.
Conclusion: Summarize your paper in the light of your thesis statement.
Assignment Expectations
Module 5 -SLP
Assignment
In this module, we will be completing our strategic toolkit by researching sources of information about these components as they relate specifically to the Kraft Foods Group.
Your assignment is to find information about the following organizational components discussed in this module as they relate specifically to the Kraft Foods Group. Do your best notto speculate but to find factual information concerning the topical areas below. The following list of questions may help you focus your search (source: Obtaining information about organizational components critical to implementation [adapted from Aaker, D.A. (2001) Developing Business Strategies. Wiley]):
Structure
What is the organization’s structure? How decentralized or centralized is it?
What are the lines of authority and communication?
What are the roles of teams, committees, and task forces?
Systems
How are budgets set?
How is planning done?
What measures are used to evaluate performance?
People
What are the skills, experience, and knowledge of the firm’s employees?
What is their depth and quality?
What are their attitudes about the company and their jobs?
Culture
What are the company’s values and are they widely shared and accepted by employees?
What are the key norms of behavior?
What are some significant symbols?
What is the dominant management style?
How is conflict resolved?
Keys to the Assignment
Step One: Review the questions above and do some research to see where you could find answers to them. You may not be able to answer all of the questions, but try to find at least one source per component that addresses most of its characteristics.
Step Two: Create a 3- to 4-page list of sources and indicate what information each one provides for each component. Evaluate each source in terms of its objectivity, reliability, and truthfulness.
Assignment Expectations
Your paper will be evaluated on the following points:
Precision – Does the paper address the question(s) or task(s)?
Breadth – Is the full breadth of the subject (i.e., the Keys to the Assignment) addressed?
Depth – Does the paper address the topic in sufficient depth and include the Background reading and other Background resources as references?
Critical thinking – Is the subject thought about critically, that is, accurately, logically, relevantly, and precisely?
Clarity – Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of responding to the questions or are points conveyed through excessive use of quotations?
Organization – Is the paper well written? Are the grammar, spelling, and vocabulary appropriate for graduate-level work? Are headings included in all papers longer than two pages?
Referencing (citations and references) – Does the paper include citations and quotation marks where appropriate? Are the references from the Background reading and assignment present and properly cited? Are all the references listed in the bibliography present and referred to via citation?
Application – Are the concepts of the module appropriately applied to the subject?
Tips and Suggestions
Module 6 -Reflective Essay
Integration and Reflection
Reflective Essay
Prepare a Reflective Essayin which you address each of the following items:
1. Describe how you improved your knowledge, skills, abilities, and yourself in this session through this course.
2. Evaluate the work you did during the session for the class and explain ways you could have performed better.
3. Identify topics you did not understand or successfully implement, and suggest how to improve the course material on those topics.
4. Think of ways to measure the future effects of what you have learned in this course or your future progress/improvement.
5. State whether you achieved the course outcomes (listed on the Module 6 Home page and course Syllabus page).
This Reflective Essay is a required course component (although it is not part of your final grade). Upload the essay upon completion.