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1Content1Introduction..............................................................................................22Outcome1.................................................................................................32.1History...............................................................................................32.2Entrymood.......................................................................................42.3Organizations’businessstructure.....................................................53Outcome2.................................................................................................73.1Strategiesofproduct.........................................................................73.2ProductionUnitandglobalposition.................................................83.3Pricing,distributionpoliciesandlogistics........................................93.4Needforclearcommunication........................................................114Outcome3...............................................................................................124.1Policyforrecruitmenttoseniorpositions.......................................124.2Salariesstructure.............................................................................124.3Variationsinlabourrelationsexperienced......................................135Outcome4...............................................................................................155.1Financialdecisionmaking..............................................................155.2theeffectofexchangeratefluctuationonorganization..................165.3Financialinfluences........................................................................176Conclusion187Reference1921IntroductionThereportisforGlobalBusinessOrganization,anditistoanalyzetheoperationstructureoftheKraft,andthencangetsomeconclusiononthereasonofKraftsuccessbyusingtheoreticapproach.(KraftGroupisaninternationalhomeproductsretailer.Itsellsfurniture,accessories,andbathroomandkitchenitems.)Informationwasobtainedbyaccessingwebsites,becausethiswasthemosteffectivewayofobtainingtheup-dateinformationneeded.Ialsoextractedusefulinformationfromthebooks:GlobalBusinessOrganization。32Outcome12.1HistoryKraftfoodcompanywasfoundedin1852,istheforefrontoftheglobalfoodcompany,whichproductsaresoldin150countriesaroundtheworld.Thecompany'sfourcoreproductlinesascoffee,candy,dairyproductsandbeverages.ThecompanyhasitsoriginasNationalDairyProductsCorporation(NationalDairy),formedonDecember10,1923,byThomasH.McInnerney.ThefirmwasinitiallysetuptoexecuteonarollupstrategyinthethenfragmentedUnitedStatesicecreamindustry.Throughacquisitionsitexpandedintoafullrangeofdairyproducts.By1930itwasthelargestdairycompanyintheUnitedStatesandtheworld,exceedingBorden.AcquisitionAndnowKraftFoodshaschangeditsintoMondelezinternational.Kraftproductsaredividedintofivetypes:snacks,beverages,groceriesandconveniencemeals.Snacksincludeavarietyofready-to-drinkproducts,includingOreo,decimatingcookies,ChipsAhoyandTrakinas,etc.,Thesectorrevenuesaccountedfor30%ofglobalrevenue;Beveragescategoryaccountedfor19%ofglobalrevenues;cheesecategoryaccountedfor18%;grocerycategoryaccountedfor17%;conveniencemealcategoryaccountedfor16%.Withthedevelopmentofscienceandtechnology,theemergenceofincreasinglynewraw-foodmaterial,processingtechnologyandequipment,somefoodcompanyfocusonnewproductresearchanddevelopment,sothecompetitionisfierce.4Differentregioncustomershavedifferenttheneedsoffood.Especiallyintaste.Kraftproducedifferentproductsaccordingtodifferenttaste.ItcancreateahugemarketforKraft.2.2EntrymoodJointventure:Abusinessarrangementinwhichtwoormorepartiesagreetopooltheirresourcesforthepurposeofaccomplishingaspecifictask.Thistaskcanbeanewprojectoranyotherbusinessactivity.Inajointventure(JV),eachoftheparticipantsisresponsibleforprofits,lossesandcostsassociatedwithit.However,theventureisitsownentity,separateandapartfromtheparticipants'otherbusinessinterests.Kraftchoosethejointventurebecausefoodmarkethavetoomanyrisks,andthiswaycanreducetherisk,furthermore,Krafthaveenoughcapitalandreputationtochoosethejointventure.1982,KraftcometoChinabysetupacompanytodirectexportproductsuchassomecoffeeanddrunk.BeforeKraftcometoChina,italreadyhavemorethan200kindsofproducts,andsomeofthosehaveagreatpercentininternationalfoodmarket.ButwhenitcomesChinaatfirst20years,theysaletheproductasthesameaspast,andmanypeopledidn’tknowitsbrand.Thisdirectlyexportdidn’tgivemoreprofitstoKraft,untiltheKraftchangetheirentrymoodforChina,theyusethejointventure,andchoosetwoTaiwancompanytoupdatenewproduct,thenin2003,theprofitinChinabecomeagreatpartsofthewholeinternationalmarkets.52.3Organizations’businessstructure(500organizationstructure,2009)Atfirst,KraftbelongtothePhilipMorrisCompanies.PhilipMorrisCompaniesInc.changeditsnametoAltriaGroup,Inc.OnMarch30,2007,aspinoutofKraftFoodssubsidiary(publiclytradedsince2001)wasconcludedthroughdistributionoftheremainingstakeofshares(88.1%)toAltriashareholders.Asaresult,Altrianolongerholdsanyinteres