Maintaining Operations

Published 06 Dec 2016

In this global business world, there is an immense amount of variety of products that the customers can choose from. In every field and industry, there are competitors, old and new, all coming up with new and innovative ideas to increase their market share in their respective fields. The food industry is one such industry. It has been growing at very fast pace. Companies like Kraft and Nestle have captured the market and have been successful in building a large clientele.

These two companies also appear to be the most potential career options for employment. This is mainly because of their financial success and high levels of profitability over the years. Both companies have been in the business for over a hundred years and have left their mark. Consumers perceive the products of these companies as brands that can be trusted and leave them satisfied.

In today’s fast moving world customer expectations is a dynamic notion. With time, customer expectations also undergo a change. This maybe due to social trends, health awareness, and development in tastes and so on and so forth.

Kraft which is a U.S. based food manufacturing company is also the third largest food and beverage company in the world. Since the United States is a developed country where a great amount of emphasis is placed on time, customers expect food to be convenient to eat. However, there is no compromise on quality and taste. Customers not only expect delicious taste in their food but also expect it to be healthy.

Customer expectations however do not come to an end here. In today’s world where there is an immense amount of competition in the food industry, customers expect companies like Kraft and Nestle, a Switzerland based company, to offer them a wide variety of products. Once there is brand loyalty, customers are willing to stick to the same brand for other similar products as well (Plunket, Attner & Allen, 2007).

Both companies have international presence and customers for both companies have similar expectations. Both companies have also been successful in meeting customer expectations.

Kraft offers a wide range of products from cheese to chips and cookies. It has been successful in satisfying customers with brands like Velveeta, Chips ahoy and Oreo. Nestle on the other hand has also been able to build successful brands like Nido, Nescafe and Movenpick (Roberts, 2001). Customer needs should be the highest priority for an organization but for companies like Kraft and Nestle, customer needs become an essential determinant in their success and therefore their constant effort to expand their customer base enhances their quality of products.

Kraft realizing customer preferences came out with the raspberry crème flavor of the fruit hard candy, Crème Savers .The company’s ability to include customers in their product decisions in order to produce what the customers desire certainly is the reason behind their success(Roberts, W. 2001). Nestle on the other hand has also been investing to meet customer expectations. The latest production line in Poland to increase its market share there depicts the company’s efforts to keep its large clientele happy (Anonymous, 2004).

Quality maintenance thus becomes an important aspect of customer satisfaction. It is only through high quality products that these companies are able to maintain a large customer base.

At Kraft, quality processes such as SENECA (Sensory and Experimental collection application) and PVR (Process variation reduction) ensure that the products are of highest quality and meet customer expectations. These are enhanced processes that ensure that each unit of the products tastes exactly like the previous one enjoyed by the consumer.

It is through the use of technology driven processes and high quality standards that both companies have been meeting the demands of their customer throughout the world.


  • Anonymous, (May 12, 2004). Nestlé Poland cranks up ice cream production. Retrieved on June 29, 2008.
  • Plunkett, W.R., Attner, R.F. & Allen, G.S. (2007). Management: Meeting and Exceeding Customer Expectations.9th edn, South-Western College
  • Roberts, W. (Sept, 2001). The ‘Big’ Gets Bigger. Retrieved on June 29, 2008 from:
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