Arlan Greer
English 3355
Concerning the Website
On Kraftfoodscompany.com
Truly, Kraftfoods Inc. will continue to be a staple in the American food industry for centuries to
come. The products produced by this particular enterprise ranges from commodities that have
much in common with their competition, and other foods that are highly differentiated from the
competition so that consumers seek Kraftfoods brands in particular. The primary audience
should also note that releasing control of current market share by any means would result in
penalties so severe that they would be like Ford chasing GM’s treasures for allowing slack in
their advertising techniques. The purpose of this analysis is to present a potential threat to
Kraftfoods marketing techniques on their website.
The analysis includes the simplicity of www.kraftfoodscompany.com and how to strengthen its
marketing powers. The analysis shows the competing sites from other enterprises and how
kraftsfoods.com cannot succumb to lesser standards of marketing.
The website has a very clear home page which introduces visitors to the company and a brief
history. The top portion of the page is as a site map where users may navigate the website with
ease. There are 6 tabs altogether. The tabs connect investors, products sold, news, and history of
the organization. Professional and succinct, the material is easy to use. The simplicity is good.
The website’s audience is mainly secondary or I should say stakeholders. Consumers, investors
and market makers can all find information here.
There are two main parts to this site as one would see once entering kraftfoodscompany.com.
There is the corporate sector and recipe sector. The corporate sector satisfies the stakeholders
and the recipe sector was defined mainly for customers. The recipe sector has some introductory
videos about some brands as their subsidiaries.
Looking at a good competitor, we see that in Nestle.com there is a lot more information in
regards to their products. And all of this information is on their home front page. This is still a
simple and clear format but more informative. This is where kraftsfoodscompany.com faces a
large disadvantage. Nestle even shows how they are trying to work with their environment
creating an ethical complex. Nestle also has tabs at the top of the homepage for both consumers
and other stakeholders. And we shouldn’t be so hard on Kraftsfoods being that Nestle is the
world’s largest supplier of differential foods and commodities of this sort.
To conclude the analysis, www.Kraftsfoodscompany.com shows remarkable simplicity with the
structure of the entire website. Their stakeholders should be satisfied with the content of the site
and the organization of the channels of the site. The tabs are easy to navigate and the colors are
clean as well. The user should not have any problem in terms of navigating the website. The
main weaknesses this site in particular presents is that it only satisfies the visitors and does not
show any intent of going above and beyond like their competitor Nestle. The information on the
site is simple, but maybe too simple. There is no sense of completeness when one were to read
the information.
The corporate image is one of happiness. That is what I believe Kraftsfoods sees itself as in their
marketplace. Their website has many bright colors and some happy faces if one were to navigate
into it. And their products are supposed to make their customers happy with good taste. The
white background also facilitates this image.
Some recommendations would have to be made. The homepage should show information for
stakeholders and have more content. It is too simplified. The company would benefit from this
when it comes to their marketing. Nestle will continue to be on top of the industry if Kraftsfoods
does not change this. This in particular should help. The only challenge to implementing this is
the resistance of change on behalf of visitors. But eventually, the long run will show higher
usage.
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