{text:bookmark-start} Decisions in Paradise Pt1 {text:bookmark-end} “Kraft is reinforcing a mindset of candor, courage and action throughout the company. Kraft management team is leading by example to encourage open and honest discussions. We want to learn from what's working well, identify what's not and decide how we can fix it. We're also striking a balance between decision-making globally and locally. We're putting more decisions in the hands of our local-market leaders. After all, they are closest to our consumers. We're reframing our categories to make them more relevant to consumers. We are making our products more contemporary by identifying key consumer trends that can have the biggest impact on our business. Kraft has one of the largest and most powerful sales forces in the food industry. In the United States, we are piloting a new sales initiative to give store managers a single point of contact for Kraft. This will create more opportunities to showcase the products consumers want and ensure they're always in stock. Internationally, we're expanding our distribution reach in developing countries where there is rapidly growing demand. Investing in and leveraging these competitive advantages will help drive business growth. We always keep an eye on keeping costs down. But not at the expense of quality. We're continuing to invest in our products to ensure everything we make is truly delicious. We're also taking stock of what we do best as a company and where we might be better served by outsourcing certain activities. This allows us to work more closely and efficiently with suppliers, customers and ultimately, with consumers.”(Kraft.com, 2008) Brand recognition is the significant factor affecting Kraft competitive position around the world. Kraft’s brand name is known well throughout 80% of the world today (Kraft.com, 2008). The primary concern over the past