The Strategy Research By Kraft Foods Inc. In China

Since joining the world trade organization, it has present prosperity that Chineseenterprises execute investment. In this moment， the18th National Congress of theCommunist Party of China put forward that it is very important to speed up the paceof going out to share the fruit of the global economic integration. However, in thisterm, there are much blood and tears of the lesson. In the present, the global economyis in the period of economic recovery temperature. In face of this new opportunitiesand challenges, we must take lessons from previous failures and look forward to thefuture. Meanwhile, it is wise to learn from the successful experience ofMulti-National Corporation to set up an innovative way of expanding overseas marketalong with the characteristics of the Chinese.This paper relates the theory of marketing theory to Practice to detailed analysisthe differentiation marketing strategy by Kraft Foods Inc.in china. For reference, wecan gain valuable experience for our company to take the difference strategy in othercountries. There are seven parts, the first section is theoretical and practicalsignificance and related Chinese and foreign research and then it points out someinnovation of this paper. The second part introduces the status and characteristics ofexpanding strategy by multinational food companies in china.The third sectionrecommends the concepts, business scope and the motivation by Kraft Foods Inc todevelop Chinese market. The forth section introduces the affecting factors of chinafor Kraft Foods Inc.to carry out the differentiation strategy. The fifth section revealsthe distinguishing feature of diversification marketing strategy by Kraft Foods Inc. inChina. The sixth section reviews the performance analysis of diversificationmarketing strategy by Kraft Foods Inc. Ultimately, this article comes up with manyopinions to looking forward that it will take effect when our companies carry out themarketing strategy to exploit overseas markets.