Using planning analysts at the centre of brand development
A Kraft Foods UK case study

Page 9: Conclusion

The strong link between the corporate strategies developed within Kraft and the performance of Power Brands is underpinned by the way in which teams comprising of business and well-qualified planning analysts work together.

Kraft is building its performance around skillful managers who operate within clearly defined forward plans that are carefully developed. The plans are closely tied to systems that make use of practical and tested methods of control.

Kraft's management structure reflects the strength of its management teams who use shared expertise to make corporate decisions. Within these teams, planning analysts have an active role that enables them to focus upon adding value for customers in a way that improves the competitiveness of the whole organisation.

Kraft Foods UK | Using planning analysts at the centre of brand development


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