1. Evaluate Kraft’s strategy of targeting so-called ‘power brands’ for overseas markets. Is this something that is unique to Kraft’s situation or can other consumer goods companies be as successful? Discuss.
2. Is the success of following a strategy of targeting brands limited to developing countries in Asia-Pacific and Latin America, or can it be applied with success in other areas such as Western Europe? Discuss
3. Is it desirable to devote a disproportionate amount of talent, R&D resources, and advertising and promotion to a small number of brands in a company’s product line? What about the other products (brands)? Wouldn’t sales of those necessarily be less than what they might be with proper support? Explain.