亿滋国际Mondelez International (MDLZ) 2002年年度报告「NASDAQ」.pdf

1、kraft foods inc.2002 annual reportWERE AT HOME.ALL AROUNDthe world.peopleinsight brands marketing customers efficiency integrity performanceLOCALknowledgeAt Kraft,we believe we have the best people in the industry.They liveand work in countries around the worldseeing,hearing and tasting thethings th

2、at will help them drive growth.Through their insights,we seeand meetpeoples needs for high-quality,convenient and nutritiousfood.But we dont let the best ideas just sit in one country.Throughglobal category and function councils,we share local knowledge andbuild enterprise-wide understandingso that

3、the best people in thebusiness can grow the best business in the industry.3globalunderstanding4people insightbrands marketing customers efficiency integrity performanceLOCALtaste5We build global brands by catering to local tastes onecountry at a time.Take cream cheese,for example.In the Netherlands,

4、it tops baked potatoes.In the U.K.,people enjoy it with breadsticks.It might be salmon flavorin Spain,tomato and basil in Germany or strawberry inthe U.S.It could be in a tub,a brick or the convenienceof a snack bar.But whatever the flavor or form,people in 94 countries enjoy Philadelphia customized

5、 to theirtastes,making it the No.1 cream cheese in the world.And,just the same,you can find local flavors and formsof Maxwell House in 78 countries,Ritz in 49 and Milkain 91,proving that good taste is appreciated everywhere.globalappetite6LOCALfavoritespeople insight brandsmarketing customers effici

6、ency integrity performanceBeyond its people,the most important assets a food companyhas are its brands,and Kraft has the best in the food business.In fact,we have dozens of the worlds most popular brands.And whether its a local favorite or a global powerhouse,each brand is built on a firm foundation