CASE STUDY: Oscar Mayer Kraft Foods North America, Inc.
Dora O. Tovar, M.P.Aff Background Kraft Foods North America, Inc. is the largest packaged branded food and beverage company headquartered in the U.S. and the second largest in the world. Its portfolio includes hundreds of brands, such as Velveeta, Kraft Macaroni and Cheese, Oscar Mayer, Nabisco, Post, Kool-Aid, and Maxwell House. In 1999, Kraft Foods noticed its Hispanic share was not growing as fast as its overall share in some categories
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