The company I'm reporting on is Kraft Foods Incorporated - accounting principles.

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Justin Smith

Annual Report Paper

Accounting Principles-Spring 2003

Due: 4/23/03

General Information

        The company I’m reporting on is Kraft Foods Incorporated. Kraft’s corporate address is Kraft Foods Inc., Three Lakes Drive, Northfield, IL 60093-2753. With nearly $34 billion in revenues, Kraft Foods Inc. is the largest food company in North America and the second largest worldwide. From the first cup of coffee in the morning to a last late-night snack, Kraft Foods makes the world’s favorite foods. Their basket of products includes six brands with more than $1 billion in revenues and a total of 61 brands with revenues of at least $100 million, is balanced across five growing global sectors: Snacks, Beverages, Cheese, Convenient Meals and Grocery. Some of the product brands within these five sectors include Nabisco, Philadelphia, Tang, Oscar Mayer, Jacobs, and Post.

Kraft is the world’s leading producer of cookies and crackers, including global leaders like the Oreo and Ritz brands. Kraft Foods is also one of the largest chocolate producers worldwide, with brands such as Milka and Toblerone. Brands like Life Savers, Crème Savers, Altoids, and Sugus round out their confectionery business. Estrella in Europe and Planters in North America are just two of Kraft’s leading brands of salty snacks.

        Kraft Foods, Inc., together with its subsidiaries, is engaged in the manufacture and sale of branded foods and beverages in the United States, Canada, Europe, Latin America and Asia Pacific. Kraft Foods Inc. conducts its global business through its subsidiaries, Kraft Foods North America, Inc. and Kraft Foods International, Inc. The company has operations in 68 countries, and sells its products in more than 145 countries. Kraft Foods North America operates in the United States, Canada and Mexico, and manages its operations by product category, while Kraft Foods International manages its operations by geographic region. Kraft Foods North America's reportable segments are Cheese, Meals and Enhancers; Biscuits, Snacks and Confectionery; Beverages, Desserts and Cereals, and Oscar Mayer and Pizza. Kraft Foods International's reportable segments are Europe, Middle East and Africa; and Latin America and Asia Pacific.

        The CEO’s, Roger Deromedi and Betsy Holden, of Kraft Foods Inc. describe the year 2001 as being different from any previous year in their report to stockholders. Kraft integrated Nabisco and Kraft with great success, building new growth opportunities and gained more than $100 million in synergy savings. Kraft completed an initial public offering (IPO) of 16.1% of Kraft’s outstanding shares, raising $8.4 billion in net proceeds used to retire debt associated with the Nabisco acquisition. Kraft began paying dividends at an annual rate of 52 cents per share and produced a total return fro shareholders of 10.6% for the 28 weeks Kraft shares were traded in 2001. New products generated more than $1.1 billion, and Kraft’s volume grew 11% in developing markets around the world. More than 12 million consumers visited Kraft’s websites each month for ideas and information. Productivity savings for the year met their target 3.5% of cost of goods sold. Volume grew worldwide by 3.7%, which met their stated goal of 3%-4%. Kraft operated a strong $3.3 billion in operating cash flow, and once again delivered on their promise of top-tier results, with operating company income up 8.9% to $6.1 billion, net earnings up 19.9% to $2.1 billion, and diluted earnings per share up 19.8% to $1.21.

        Kraft Foods Inc. (“Kraft”), together with its subsidiaries (collectively referred to as the “Company”) is the largest branded food and beverage company headquartered in the United States. My whole project will be analyzed collectively (“Company”), and not broken down into individual subsidiaries. Prior to June 13, 2001, the Company was a wholly owned subsidiary of Philip Morris Companies Inc. (“Philip Morris”). On June 13, 2001, the Company completed an initial public offering (“IPO”) of 280 million shares of its Class A common stock at a price of $31.00 per share. The IPO proceeds, net of underwriting discount and expenses of $8.4 billion, were used to retire a portion of an $11 billion long term note payable to Philip Morris incurred in the connection with the acquisition of Nabisco Holdings Corp. (“Nabisco”). After the IPO, Philip Morris owns approximately 83.9% of the outstanding shares of the Company’s capital stock through its ownership of 49.5% of the company’s Class A common stock, and 100% of the Company’s Class B common stock. The Company’s Class A common stock has one vote per share while the Company’s Class B common stock has ten votes per share. Therefore, Philip Morris holds 97.7% of the combined voting power of the Company’s outstanding common stock.

Income Statement

Trend in Revenue

        Revenue in 2001 has jumped 28% from 2000 ($26.532 billion to $33.875 billion). This is primary due to the acquisition of Nabisco. Nabisco has brought so many new products into the Company, which in turn has made revenue jump significantly. The revenues in years prior to 2000 have a much closer relationship to each other. For instance, in 1999 the total revenue was $26.797 billion, 1998 the total revenue was $27.311 billion, and in 1997 the total revenue was $27.690 billion. As you can see the total revenues have some consistency before the year 2001. No year before 2001 had a significant jump in total revenue like the one between 2000 and 2001. Obviously the addition to Nabisco has stimulated some growth in revenue and I’m sure the Company has no problem with that. They predict that revenue will jump at least another 15% in 2002 and they hope it will keep rising for many years to come as they continue to add new products.

Trend in Expenses

        There are numerous categories that make up the expenses for Kraft. These include marketing, administration and research costs (MAR), amortization of goodwill and other intangible assets, interest and other debt expenses. In the year 2001, MAR expenses jumped 30% from 2000, from 8.068 billion in 2000 to 10.498 billion in 2001. In 1999 MAR expenses were 8.1 billion. So from 1999 to 2000 MAR expenses remained within 1% of each other. Amortization of goodwill jumped almost 80%, from 535 million in 2000 to 962 million in 2001. In 1999 amortization for the year was 539 million. Once again 1999’s figures are very close to that in 2000. So why the big increase from 2000 to 2001? The answer of course is Nabisco. With Nabisco came more obligations and expenses with the new products. These products need to be marketed, and research needs to be done in order to have a smooth integration of the new products with the old ones. Interest and other debt expenses have increased 140% in the last two years, from 597 million in 2000 to 1.437 billion in 2001. This is because with the acquisition of Nabisco came large note payables to Philip Morris. The financial statements of Kraft Foods Inc. before the acquisition of Nabisco had been relatively consistent, in financial terms, for many years. There was never great increases in revenues and expenses, nor were there any dramatic changes in the balance sheet and cash flow statements. But Nabisco, as I have shown and will continue to show, has changed all of that.

Changes in Accounting Practices

        Effective January 1, 2001, the Company adopted Statement of Financial Accounting Standard (“SFAS”) No. 133, “Accounting for Derivative Instruments and Hedging Activities,” and its related amendment, SFAS NO. 138, “Accounting for Certain Derivative Instruments and Certain Hedging Activities” (collectively referred to as “SFAS No. 133”). These standards require that all derivative financial instruments be recorded on the consolidated balance sheets at their fair value as either assets or liabilities. Changes in fair values of derivatives are recorded each period in earnings or accumulated other comprehensive losses, depending on whether a derivative is designated and effective as part of a hedge transaction and, if it is, the type of hedge transaction. Gains and losses on derivative instruments reported in accumulated other comprehensive losses are included in earnings in the periods in which earnings are affected by the hedged item. As of January 1, 2001, the adoption of these new standards did not have a material effect on net income (less than $1 million) or accumulated other comprehensive losses (less than $1 million).

Earnings Per Share

        EPS stands for earnings per share. This is the amount of money stockholders get per share. More specifically it is the net income earned by each share of outstanding stock. As required by FASB (Financial Accounting Standards Board), companies must report two types of EPS: basic and diluted. Basic EPS is net income, less any preferred stock dividends, divided by the weighted average number of common stock shares outstanding during the reporting period. Diluted EPS takes into account stock options, warrants, preferred stock, and convertible debt securities, all of which can be converted into common stock. These common-stock equivalents represent the potential claims of other owners on earnings, and show the investor how much of the company's earnings she's entitled to, at a minimum.

This is important stuff for investors to understand, as corporate per-share profits are, in many ways, at the core of all things financial. Per-share profits show an investor their share of a company's total profits. So diluted EPS are what the stockholders or investors are more interested in. Reported diluted and basic earnings per share, which were both $1.17 for 2001, decreases by 15.2% from 2000, due primarily to higher level of goodwill amortization of Nabisco. With the addition of Nabisco, Kraft had to takeout a large note payable so a lot more money was focused on paying that, which is why EPS dropped in 2001. Both diluted and basic EPS was $1.20 in 1999 and $1.12 in 1998. This shows that prior to 2001, EPS had been gradually rising.

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Return of Assets and Profit Margin

        Profit margin is a measure of the percentage of each dollar of sales that results in net income. It is computed by dividing net income by net sales. Why is this number important? Well, a company can have millions and millions of dollars worth of sales but still not make a profit. If a company's gross profit margin is a healthy number, this indicates sales dollars are being turned into profit. Analysts sometimes refer to gross profit margin simply as gross margin. Kraft Foods had a gross margin in 2001 of 10.2%, while in ...

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