Analysing Mondelez International's Marketing and Capabilities

This report provides a comprehensive analysis of Mondelez International's marketing situation and strategic capabilities. It begins by introducing the company and its market position, followed by an identification and description of its resources and competencies, including threshold capabilities and those providing a competitive advantage. A VRIND analysis is conducted to assess the strategic potential of Mondelez's competencies. The report also includes an activity system map illustrating key activities and their interdependencies, such as products, customer priorities, goodwill, and employee satisfaction. The analysis aims to provide a holistic view of Mondelez's strategic capabilities and their impact on its market performance. Desklib offers a variety of solved assignments and resources for students.

Running head: MARKETING
Marketing
Name of Student
Name of University
Author Note

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MARKETING
Table of Contents
About the company and the marketing situation........................................................................2
Identify and describe the resources and competences of the company......................................2
Undertake an analyse the strategic capability of the company..................................................3
Activity system map...................................................................................................................4
Bibliography...............................................................................................................................5

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About the company and the marketing situation
Mondelez is a multinational confectionary company located in Illinois. The company
was established in 2012 and have served its products on a global basis. The name of the
company was suggested by Kraft Foods based on which the company branded its food and
snack supplies. Currently the company employs about 83,000 people and earns revenue of
$26 billion (Mondelezinternational.com 2019). The market situation of the company can be
analysed from the revenue it generates in terms of the sales. The company has been ranked
117 in the list of the United States companies that provide similar products
(Mondelezinternational.com 2019). The main reason for this is that Mondelez has suffered
loss in terms of revenue earned along with its assets and equity shares.
Identify and describe the resources and competences of the company
According to Alalwan et al. (2017), strategic capability of a company is the ability of
it to perform in the highest level so that it can prosper as well as survive. The resources and
competencies are underpinned by the success of a company. In the case of Mondelez, the
resources and competencies of the company can be analysed by identifying its threshold
capability and the capabilities it has in gaining a competitive advantage. Therefore, an
analysis of the resources and capabilities can be made of the company that includes:
Resources Competencies
Threshold capability Threshold resources
 Diversity of the
products
 Popularity of the
services
Threshold competencies
 Inventory
 Goodwill
Capabilities of competitive Unique resources Core competencies

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advantage  Pet foods
 Bottled water
 Number of employees
 Worldwide growth
within 7 years
Table 1: Strategic capabilities and competitive advantage
(Source: Created by author)
Undertake an analyse the strategic capability of the company
A VRIND analysis helps in understanding the core areas of a strategy that can be used
as a unique symbol for the development of a brand or an organisation. As stated by Baker
(2016) the more unique is the value and competency of a product, the rarer it can be in a
market. This can help in understanding the manner in which companies can be dynamic in the
market. An analysis of the VRIND criteria can be made to understand the potential of the
competencies that have helped in the evolution of the strategic capability of Mondelez. The
analysis can be in the form of:
Resource Valuable Rare Imitable
Non-
substitution Dynamic
Unique products Yes No Yes Yes Yes
Fast increase of
reputation based on
goodwill Yes Yes No Yes Yes
Ability to retain
employees Yes No Yes Yes Yes

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Mondelez
Priorities of the customersProducts
Customer satisfaction
Employees Working environment
Goodwill
MARKETING
Table 2: VRIND analysis
(Source: Created by author)
Activity system map
The activity system map can help in understanding the activities that need to be
implemented by a company. It helps in identifying the activities that require more priority for
success. The activity system map of Mondelez includes:
Figure: Activity system map
(Source: Created by author)

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Bibliography
Alalwan, Ali Abdallah, Nripendra P. Rana, Yogesh K. Dwivedi, and Raed Algharabat.
"Social media in marketing: A review and analysis of the existing literature." Telematics and
Informatics 34, no. 7 (2017): 1177-1190.
Baker, Michael J. "What is marketing?." In The Marketing Book, pp. 25-42. Routledge, 2016.
Chatfield, Chris. Introduction to multivariate analysis. Routledge, 2018.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Mondelezinternational.com . 2019. https://www.mondelezinternational.com/.
Voorhees, Clay M., Michael K. Brady, Roger Calantone, and Edward Ramirez.
"Discriminant validity testing in marketing: an analysis, causes for concern, and proposed
remedies." Journal of the Academy of Marketing Science 44, no. 1 (2016): 119-134.