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Kraft Foods Kraft food company was founded in 1852, is the forefront of the global food company,which products are sold in 150 countries around the world.The companys four core product lines as coffee, candy, dairy products and beverages. And now Kraft Foods has changed its into Mondelez international.卡夫食品公司成立于1852年，是全球食品公司的前沿，其产品销往全球150个国家。他的核心产品线为咖啡，糖果，乳制品和饮料 History美国总公司发展 The company has its origin as National Dairy Products Corporation (National Dairy), formed on December 10, 1923, by Thomas H. McInnerney.The firm was initially set up to execute on a rollup strategy in the then fragmented United States ice cream industry. Through acquisitions it expanded into a full range of dairy products. By 1930 it was the largest dairy company in the United States and the world, exceeding Borden. 公司起源于国家乳制品公司(国家乳制品),在12月10日,1923年,由托马斯?h?McInnerney建立。公司最初成立执行汇总策略在美国那么支离破碎的冰淇淋行业。通过收购扩大成全方位的乳制品。到1930年,它是最大的乳制品公司在美国和世界,超过波登。 The firm grew quickly through a large number of acquisitions. As it is typical in a rollup strategy, acquisitions were primarily for stock in National Dairy rather than cash. 该公司通过大量收购快速发展。作为汇总的策略,这典型的并购主要是对全国乳制品的股票而不是现金。 卡夫在2000年收购纳贝斯克（Nabisco）.之后在北京和苏州又接手了两家新工厂，生产奥利奥、趣多多和乐之品牌的饼干。 2007，卡夫以约72亿美元价格收购达能饼干100%的股权 2010年，卡夫收购了吉百利食品有限公司 I Industry产业概况 Kraft products are divided into five types: snacks,beverages, groceries and convenience meals. 卡夫公司产品主要分为五大种类：小食、饮料、杂货和方便餐。 Snacks include a variety of ready-to-drink products, including Oreo, decimating cookies, Chips Ahoy and Trakinas, etc., the sector revenues accounted for 30% of global revenue；Beverages category accounted for 19% of global revenues; cheese category accounted for 18%; grocery category accounted for 17%; convenience meal category accounted for 16%. 小食类包括多种即食即饮产品，包括奥利奥、富力饼干、趣多多和鬼脸嘟嘟等，该板块营收占全球营收的30%。饮料类占全球营收的19%；奶酪类占18%；杂货类占17%；方便餐类占16%。 Targeting目标市场 Meet the needs of children主要满足儿童的需要 Meet the needs of the people‘s leisure and entertainment 满足人们休闲娱乐的需要 Products主要产品