Kraft Foods Group

All MAP team members immerse must themselves quickly in a new business and, often, a new country. Narissa Lee, MBA ’15, gets to grips with consumer packaged foods goods at Kraft headquarters in Chicago.

Kraft wanted to explore possible opportunities for nine different categories of food and beverage products. Fortunately, for the Kraft MAP team – Ursula Jessee, Jeffrey Gaither, Christine Golub, Jenn Boldt, and Narissa Lee – that also meant the chance to explore life in Santiago, Chile, after work.

Primary market research for the project included interviews with store managers, customer surveys, and retailer observations in the target markets.

MAP teams must work hard to synthesize data and research, and explore their hypotheses. Here, Juan Mendez and the rest of the team work on a presentation while still in the field. The team concluded whether it saw limited, potential, or clear opportunities for each product category in each country.

MAP teams typically present to senior executives at the sponsoring organization. Kraft leadership awaits the Kraft MAP team’s report.