Business
Background
The Case in this course is an ongoing exercise, meaning that we will be taking an intensive look at one company over the course of our five modules. This session, we
will be conducting a strategic analysis of the Kraft Foods Group. The best preparation for doing well on the Case Assignments is to complete the Background information
readings and the SLP before writing the Case.
Most companies have something that resembles a vision, mission, or set of values; or stated goals/objectives that define who the company is and how the company plans
to do business. However, organizations may not always label these statements properly—calling a vision a mission, or calling their values a set of beliefs. Sometimes
they do not have a mission at all, operating instead on a set of goals.
Required Reading
Hammonds, K. (2007). Michael Porter’s Big ideas, Fast Company, 44, Retrieved on November 6, 2012, from: http://www.fastcompany.com/magazine/44/porter.html
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 Kraft Foods Group, and identify the company’s vision, mission, values, and goals. (Hint: You’ll need to do some exploring
and a certain amount of speculation—as 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 closely at the most recent Annual Reports.
•Step 2: Critically evaluate 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 meet minimum length requirements, you must also address the above requirements
with precision and with appropriate breadth and depth.
NOTE THE FOLLOWING REQUIREMENTS AS WELL:
1.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 Well-Written Paper guide if you are not familiar with APA style.
2.Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as the Kraft Foods Group’s consultant. This is a
professional document. Follow the format below:
3.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
4.Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
5.Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with appropriate use of headings.
6.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?
Tips and Suggestions
Note the following tips and suggestions:
•Business school case-study assignments are meant to offer practice opportunities for future businesspeople who are earning their MBA degrees. Consider yourself a
consultant hired by the company to make these critical assessments. There are no right or wrong answers to the Case question, as long as your position is well
defended.
•Study the theoretical concepts provided in the Background materials section of the module, and identify main strategy concepts.
•Analyze the mission statement (vision statement, etc.) according to the criteria presented in the Background materials. Be critical and do not let yourself be
influenced by a company’s "spin."
•Do not hesitate to criticize the current statements. In many instances, you may not be able to find information on the company’s website. Many companies do not get
this right.
•Include a cover page and reference page, in addition to the 4-5 pages of analysis described above.
•Include section headings for all papers longer than two pages.
•Cite and reference all sources, including those that you paraphrase. This means include citations and quotation marks for direct quotes of more than five words, and
citations for information you have "borrowed" or paraphrased from other sources.
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