I conducted a brief analysis on Kraft Foods and Hansen’s Natural, to compare and evaluate the ways in which the concept of globalization has made an impact in their individual tactics globally. Kraft Foods and Hansen’s Natural are two similar corporations with dissimilar ways of operations. They operate differently in structure, accessibility, size, strategy, and international marketing. They both share the similarity of working in the food industry. Hansen’s goods are not as broad as Kraft Food’s.
Their products are restricted to the beverage sector, while Kraft Food’s products are featured in both beverages and food sectors. Therefore, Hansen’s has not been as dominant as Kraft Foods internationally. Kraft Foods is a renowned American confectionery, food and beverage, independent public company. It markets many brands in more than 155 countries where 40 of the brands are at least a century old and 12 of the brands, annually, profit over a billion dollars worldwide. Kraft Foods employs 140,000 diverse employees; conversely their website depicts the notion of their inspiration to be the consumer.
Their website states “Consumers Inspire Us. ” The company upholds a solid market position in the United States while simultaneously making lucrative strides in Europe. Due to the fact that Kraft Foods has 49% of its market share in North America and the remaining 51% in Europe and other areas, they are able to use such diversity to their advantage. Kraft advertises as an international company and has websites in various languages to compensate an extensive selection of market, while keeping everything is simple.
They employ the internet to persistently use online surveys and other PR approaches for public feedback analysis to further identify consumer concerns in regards to foods and beverages. Kraft Foods is a leader in viable expansion as they endorse sustainable farm work on ecological policy, environmental change and animal well-being. In recent news, I read that Kraft is talking with Apple regarding an application on the I-Phone, which provides digital assistance from Kraft so that, while grocery shopping, customers can access recipes that list necessary ingredients from Kraft as well as other great food ideas.
The I-Phone is enormous globally, so this alone has put Kraft even further ahead of their competition. Kraft even has implemented its on system of checks and balances for quality control which can differ from one country to another for everything such as tastes, textures, elements, and nutrients but overall quality is standardized. Hansen’s Natural Inc. was established in Southern California in 1985. The mission of Hansen Beverage Company is to satisfy consumers’ needs for superior quality and great tasting, healthy, natural and functional beverages.
Hansen’s is known for their various alliances with Coca Cola and Anheiser Bush has landed their company’s global distribution into Canada, Mexico, and Western Europe. Hansen’s relies on its partnership with the distributors to deal with globalization for their company. Till present day, Hansen’s Natural is a local company. They don’t actively participate in global enhancing projects and they are slightly involved in global marketing and world trade; however the company strives towards constant development and growth.
Hansen’s Natural has modified their natural products to many other types of drinks, including the energy drink, “Monster. ” Awkwardly, the energy drinks are questionable as a “natural” product. Hansen’s edge through focusing within the specific market of beverages gives them a more concentrated and direct method to servicing the world. This enables their buyers to find them through increased activity in the extreme sports world. Hansen’s Natural’s launch of the energy drink, Monster has helped boost their company sales globally.
In conclusion, it is clear that when comparing globalization within small and large corporations the one major difference between the two corporate philosophies is specialization vs. broad range appeal. Kraft Foods & Hansen’s both appear to encourage and place emphasis on their relationship with their consumers. It is significant that both companies are successful globally because of their status as a small or large company. Both companies are successful in how they progress with technology advancing while never overlooking the consumer.
Hence each company is raising the opinion that their corporate culture is driven by the customer need wherever they conduct their business. In reference to the globalization theory, Hansen’s Natural has prospered in marketing its products in the global market because they don’t have a great deal of socio-economic or political resources. In reference to the globalization theory Kraft uses viable development to assist in shaping its complete affiliation to the global market.
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