Job Title: Brand Manager
Location: Tarrytown, NY
Submitted on: 15-Sep-04
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Job Title |
Business Outlook
Survey |
| Brand Manager |
Kraft is a follower, not a leader. It will be several years before they
turn the corner, in my opinion. Roger Deromedi, the new CEO, has yet to
prove himself. They can only grow by acquisition because they don't
have the risk tolerance for innovative new product development. They
have squeezed every penny out of what they call "productivity" (cost-
cutting). They are in the very mature grocery category, and many of
their products are price-sensitive commodities (cheese, coffee,
breakfast cereal) so it's tough to make a buck. Certain divisions do
better than others (Beverages) due to category dynamics, so those
divisions are the go-to guys when volume goals get missed by other
folks, creating a lot of stress.
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Kraft Foods Inc. Interview Surveys
