Kellogg Company Strategic and Operational Plans
Christian Carpenter
Management 521
November 1, 2014
Kim Hinton, Professor

The planning process of an well-managed business usually starts with a broad mission statement or vision. While this starting point is both admirable and necessary, it usually does not become useable by management until the mission is converted into a strategic plan that is then used to guide operations. Understanding of the differences of the distinction between strategic and operational objectives by the managers play a major role in the conversion of an overarching vision into concrete, specific tasks.
Kellogg Company is a multinational fortune 500 company that produces breakfast foods, snack foods, cookies and crackers. The company also manufactures and markets ready-to-eat cereals and convenience foods such as toaster pastries, cereal bars, fruit snacks, frozen waffles and veggie foods (Company, 2014). With its headquarters in Battle Creek, Michigan and employing over 30,700 people the company has grown into a marketing conscious company. It focuses its branding on customer values by doing extensive market research and product branding in order to align to its customers oriented culture. The following strategic direction and goals included in this plan is Kellogg Company’s response to its understanding of its mission of nourishing families so they can flourish and thrive, and its vision to enrich and delight the world through foods and brands that matter (Company, Vision and Purpose, 2014). Goals that the company can accomplish strategically include continuing to implement high standards for food safety and quality, provide food donations to communities in need, work hard toward our environmental goals, and promote diversity and inclusion in the workplace (Company, Corporate Responsibiliy Report 2013, 2014). Also, the operational