Page 1: Introduction
As consumers, we expect our favourite brands to be available wherever we want to buy them and to be of the highest quality. For example, we expect fruit, vegetables and dairy products to be fresh and appetising and we want confectionery to be attractively packaged and clearly labelled. Most people, however, are unaware of all the activities that are involved in bringing these products to us.
This case study looks at how a major food company has built a Customer ServiceExcellence Programme to ensure that its products are in the right place, at the right time, in the right quantity, in excellent condition and at the lowest possible supply chain cost.
Kraft Foods is the world's second largest food company with an annual turnover in 1999 of some £18.7 Billion and UK sales in excess of £550m. Kraft Foods' vision is to be recognised as 'The Undisputed Global Food Leader" This means that its brands must be "First Choice" to its consumers and Kraft Foods must be seen as an 'Indispensable Partner' to its customers. Across the world, Kraft Foods business strategies include: