Kraft-Heinz: International Challenges and Strategy

Kraft-Heinz: International Challenges and Strategy

Global Strategy Management

Arthur Maistriaux, 0085/17

Summarys

1.        Executive Summary        2

2.        Company Introduction        2

Overview of the company        2

The Kraft-Heinz Company: a two-tale origin        2

H. J. Heinz Company        2

Kraft Food Groups Inc.        3

Merger and corporate structure        3

3.        Company Analysis        4

Heinz before 2013        5

Heinz under 3G and BRK-B Management        5

3G Capital Ruthless Management Style        6

Assessment of the integration strategy        7

Making of a Giant: The Kraft-Heinz Company        7

4.        Recommendations        9

Understanding of the Context: F&B Ecosystem and Company’s Situation        9

SWOT Analysis        9

Challenges        10

Post-merger Roadmap: Unleashing Kraft-Heinz potential        11

i.        Defending the home territories        11

ii.        Fueling new revenue categories        11

iii.        Expanding brands outreach        12

iv.        Globalizing local blockbusters        13

3G Capital groceries list        13

5.        Bibliography entries        15

6.        Appendix        16

1. Executive Summary

1. Company Introduction

Overview of the company

The Kraft-Heinz Company (Kraft-Heinz) is an American company active in the global food and beverage industry. The company was formed through the merger of the American publicly traded company the Kraft Foods Group and the privately held American company the H.J. Heinz Company. Its headquarters are currently based in both Chicago and Pittsburgh. Kraft Heinz is a NASDAQ publicly traded company and is currently the fifth-largest Food & Beverage company in the world in terms of revenue(1).