Kraft: Hockeyville USA
Situation analysis
Overall assessment
In early 2014, Kraft USA faced a challenge: the American organization lacked a truly national program it could leverage to drive sales for its retail customers and build consumer loyalty and trust. This left Kraft at a strategic disadvantage against its key competitors. In search of a solution, the organization looked north, to the Canadian, award-winning Kraft Hockeyville program. That program was national in scale, and has been successfully helping to drive the Canadian unit's business results for ten consecutive years. With that track record, the decision was made...