Thesis: Kraft Food’s Products and Distribution

Sample Thesis Paper


The Kraft food company should bring a diverse range of products for the pod based coffee line into the Canadian coffee market. The reason for this is that by providing the increased range of coffees in the pod form the company would be able to dominate the market with create awareness for the new type of coffee as well. Competition in the market is intense for coffee pod based coffee and the provision of a wide selection of coffees in the pod form can provide the company with the much needed differentiation. The Kraft Food Company should launch a diverse flavoured range as well as caffeinated and decaffeinated versions of its Nabob and Maxwell house brand in the pod format.


Kraft Company should aim at implementing a scaleable format of the direct to store delivery program whereby the company itself would be responsible for providing the individual store with the new product and merchandise. This option gives the company of controlling the supply chain for the pod coffee as well as maintaining store based display and point of sale marketing in a more appropriate manner resulting in a savings of $150,000 in supply chain expenses. While the drawback of this operation is that with the incremental demand and sales of the pod coffee products, Kraft can find it difficult to manage delivery of the merchandise to the individual stores with limited resources. However the advancement in technology can aid the company by providing a JIT system that can make the supply chain management more efficient through integrative technology.

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