...going to turn its desires into reality in the face of intense competition. Setting clear and specific aims and objectives is vital for a business to compete. However, a business must also be aware of why it is different to others in the same market. This case study looks at the combination of these elements and shows how Kellogg prepared a successful strategy by setting aims and objectives linked to its unique brand. One of the most powerful tools that organisations use is branding. A brand is a name, design, symbol or major feature that helps to identify one or more products from a business or organisation. The reason that branding is powerful is that the moment a consumer recognises a brand, the brand itself instantly provides a lot of information to that consumer. This helps them to make quicker and better decisions about what products or services to buy. Managing a brand is part of a process called product positioning. The positioning of a product is a process where the various attributes and qualities of a brand are emphasised to consumers. When consumers see the brand, they distinguish the brand from other products and brands because of these attributes and qualities. Focused on Kellogg, this case study looks at how aims and objectives have been used to create a strategy which gives Kellogg a unique position in the minds of its consumers. GLOSSARY Branding: process of managing brands by using the position of the brand to communicate a series of values...
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...Stakeholder engagement S T R AT E G Y Introduction The Kellogg Company is the world’s leading producer of cereals. For more than 100 years, Kellogg’s has been a leader in health and nutrition through providing consumers with a wide variety of food products. Kellogg’s market leading position and reputation is built on its commitment to ethical business practices and its values-based culture. Business values identify the beliefs that the company holds to be the most important. These values then guide decision making and shape the way the organisation behaves. For Kellogg’s, these are referred to as K-Values. Kellogg’s long-term business plans, known as strategies, focus on engaging with its stakeholders to ensure their needs are being met. For Kellogg’s, this means ensuring the highest ethical standards and sustainable business practices. Kellogg’s has a Global Code of Ethics governing how it deals with stakeholders across the world. A sustainable business is one which focuses on minimising any negative impact to the environment to ensure future generations can prosper. Kellogg’s vision and core purpose outline what the company wants to achieve. They guide the organisation’s decision making processes to help meet the expectations of its stakeholders. Kellogg’s vision, which was refreshed in 2012, sets out the company’s main aim: ‘To enrich and delight the world through Integrity & Respect • Accountability • Passion Simplicity • Success • Humility & Hunger Values ...
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...the John Hughes movie The Breakfast Club. In this movie, if your 1980’s pop culture memories have been fogged over by the passage of time, is about a group of students who are sentenced to Saturday detention “to ponder the error of (their) ways” because of misdeeds during the school week, and end up (spoiler alert) with a better understanding of themselves and each other. In other words in can be inferred that they found themselves, and during the Saturday detention, assisted others in finding themselves. I’m in no way implying that and entire Introduction to Liberal Studies class can be taught by locking students in a library for nine hours on a Saturday. With all Hollywood productions you need to suspend some of your disbelief. The question that I will answer is: What does Liberal Studies mean to you? I will touch on question two, which was to explain my goal for this program, but I feel it does not apply to me as I am graduating now. I instead will explain what Liberal Studies will mean to me going forward. An outstanding Professor at University once introduced me a notion, and I believe that I have grasped the concept he so elegantly explained. To be a successful leader is to allow others to find their voice. That leader will inspire and connect with his team on a spiritual, mental, emotional and physical level, and inspire others to find their voice. Getting back to the movie mentioned above. The question asked of the “breakfast club” students was to write a...
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...A leader is someone who can guide a group of people in an orderly manner in the achievement of various goals in life. There for one to qualify to be a trustworthy leader who can be looked upon there is need to cultivate and reveal qualities that are appealing to the public. My life in lower grades classes in my academy has been a road full of great insights from my principal who I can call a typical leader. He modeled the way for us through directing us on what to do as he did the same. For instance no one was supposed to miss the Sunday service and he ensured that by waking us early so that we could all head for the church on Sundays. The head teacher inspired the shared vision of our school through coming up with strategies to motivate both the teachers and the students in order to improve the overall school grades. When he got n the school as a leader is expected of he challenged the practices for instance he came up with the idea of making the school a boarding which seemed impossible because many students were from middle class families therefore could not manage the fees. However he came up with ways which saw the process succeed. He also enabled the subordinate staff and the students to act. This was achieved through open forums for suggestions on suitable projects. After analyzing the best ideas were picked and this saw the school grows and develop to greater height. Finding your voice as a leader involves listening o oneself on what needs to be done. A leader will...
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...What are the kinds of parenting styles that are portrayed in The Breakfast Club? Fortunately, John Hughes was able to implement most of the styles and assign them to every character in the motion picture. Some of the characters share the same style of parenting, but some differ. In this essay, all of the parenting styles and what character(s) it fits will be discussed. The characters are as follows: Brian Johnson, Claire Standish, Andrew Clark, John Bender, and Allison Reynolds. The parenting styles are authoritarian, authoritative, permissive, and neglectful/uninvolved. Firstly, I will include short descriptions of the characters in the movie to give insight to the reason for the parenting styles. Brian Johnson is considered the brain. He...
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...Full essay Twitter: Taming the firehose Andria Krewson Akrewson45c@mac.com Certificate in Technology and Communication program, School of Journalism and Mass Communication, University of North Carolina at Chapel Hill May 3, 2009 About the Author Andria Krewson, a journalist with more than 25 years of news experience in Georgia, Florida and primarily North Carolina, is a student in the Certificate in Technology and Communications program in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill. In her journalism career, she has focused on design; learning, teaching and supporting new technologies, especially content management systems; producing local, focused information in niche publications; and managing creative workers. She has been on Twitter as the user @underoak since February 2008, and also as @akrewson since September 2008. She expects to complete the UNC technology program in May 2009. Reach her at akrewson45c@mac.com UNC Honor Code: "I have neither given nor received unauthorized assistance while preparing this assignment and I have written the code myself." This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. To view a copy of this license, visit here. Brief abstract Twitter, the short-message service started in March 2006, has a reputation for being filled with irrelevant noise. But new users continue to stream onto the service,...
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...| Hospitality and Restaurant Management As an In-Demand Course: | A Survey Study | | Peter Jay Obillo | 10/1/2013 | | CHAPTER I THE PROBLEM Background of the Study In the annual rate of enrollees at Panpacific University North Philippines, The College of Hotel and Restaurant Management takes the place of one of the courses that has a high percentage of enrollments every year in the other courses offered. This result shows that many students are giving interest of taking up Hotel and Restaurant Management course. Hospitality Management is one of the courses that is in-demand in the Philippines and all around the world. The program has a very broad scope of subject and skills to be learned, it may come in many names; these are food and beverage, hospitality management, and travel and tourism business, cruise line and maritime. Here are some factors why Hotel and Restaurant Management course is in-Demand: 1.)Wide Range of Opportunities- Hospitality Industry is very huge. You can find different Hospitality companies anywhere in the globe. Because of this you will Have Unlimited opportunities for your career. You can choose to work in your local or find jobs abroad. 2.)Different Career Path- Graduates who study Hotel and Restaurant Management choose a career based on their expertise or shift to another field related to Hospitality Management. You can be a Restaurant Manager, Hotel Manager or any career that is related in hospitality industry. 3.)High...
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...Design and Management Course Work 1 Table of Contents 1.0 Introduction 3 2.0 Feasibility Study 4 2.1 Local Area Analysis 4 2.2 Lodging Market Analysis 4 2.3 Proposed Facilities 5 3.0 Site Planning 6 4.0 Planning of Exterior and Interior Design 7 4.1 Exterior Design and Engineeing Amenities 7 4.2 Interior Design and Engineering Amenities 7 4.2.1 Lobby Facilities 7 4.2.2 Guest Rooms and Floors 8 4.2.3 Food and Beverage Outlets 9 4.2.4 Recreational Facilities 11 4.2.5 Meeting & Banqueting Facilities 12 4.2.6 Back-of-House Areas 12 5.0 Justification of Facilities 13 6.0 Budget 14 7.0 Conclusion 15 8.0 References 16 9.0 Appendix 17 9.1 Hotel Design Schematics 18 9.1.1 Level 2 18 9.1.2 Level 3 18 9.1.3 Level 4 19 9.1.4 Level 5 21 9.1.6 Level 1 21 9.1.7 Ground Level 22 9.1.8 -1 Level 23 9.1.9 -2 Level 24 1.0 Introduction As the leading development consultancy firm worldwide, Star Consultancy ensures the development of new hotels and concept ideas that guarantee success. Throughout this report we will discuss our overall proposal and vision for the opening of our Chalet Royal. We seek to provide significant insight to our ideas by considering both internal and external influences together with a complete proposal of facilities. The following report highlights several categories that are fundamental in the development including: Feasibility Study Exterior and Interior Design Safety and Security Environmental Issues and Concerns ‘A home...
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...example I would use the file name; nfoster-assignment4. Don't forget to cut and paste the questions/directions (including the number of points each part is worth) onto Word. Put your answer under each question; then use the hi-lighter function to make your answers easy to read by hi-lighting in yellow. When a question requires a math calculation, show your work (not just the answer). Use complete sentence structure as you work on this assignment. All parts of your assignment must put together into ONE document. (Multiple documents will not be accepted.) PART 1: (50 pts) Fast Food Case Study Read the following case study and answer the questions below: Martha is a 39 year old teacher who has traveled to another city to attend a conference. She has eaten all three meals in fast food restaurants. Martha needs 1800 calories each day and no more than 60 grams of fat. BREAKFAST: Martha stopped at Burger King for a Biscuit with Sausage, Egg & Cheese and a cup of black coffee. LUNCH: Martha went to Church’s Fried Chicken and ate 1 fried Chicken Thigh (with the skin and batter), 1 serving of Macaroni & Cheese, and 1 serving of Cole Slaw. She drank...
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...ADMINISTRATION MAJOR IN HUMAN RESOURCE MANAGEMENT School of Business Studies SOUTHEAST UNIVERSITY, DHAKA, BANGLADESH Date of submission: 23rd January, 2015 1 Internship/Dissertation Report On Internship/Dissertation Title An internship/A dissertation report submitted to the School of Business Studies, Southeast University, Dhaka in partial fulfillment of the requirements for the award of the degree of Master of Business Administration Major in Finance By Md. Rubayet Hasn ID. NO.: 2013210005069 Program: MBA (Friday) School of Business Studies Under the supervision of Afreen Ahmad Hasnain Lecturer School of Business Studies Southeast University Dhaka, Bangladesh 2 Organizational Commitments of employees in hospitality industry Submitted By Md. Rubayet Hasan ID. NO.: 2013210005069, a student of MBA Friday Program has been accepted as satisfactory in partial fulfillment of the requirement for the degree of Master of Business Administration major in Human Resource Management on January 23, 2015. BOARD OF EXAMINERS (The board constitutes by four multi-disciplinary faculty members headed by one convener at the level of minimum assistant professor. The concerned supervisor will be included as the mandatory members.) 1. ______________________________________________ Designation:____________________________________ School of Business Studies Southeast University 2. Afreen Ahmad Hasnain Lecturer School of Business Studies Southeast University 3. Name:_________________________________________...
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...Their positioning strategy has given them an extra edge to become one of the largest chains around the world. Company Overview McDonald's Corporation has been the world's largest chain of hamburger fast food restaurants. It serves approximately 68 million customers in 119 countries in 35,000 outlets around the world. Richard and Maurice McDonald founded McDonald’s in 1940. In 1960, the advertising campaign named "Look for the Golden Arches" gave the company a great sales boost. In 1954, Ray Kroc joined and suggested to franchise the restaurants throughout the countries. McDonalds used its corporate logo from November 18, 1968 to 2006. McDonalds has a predominant market for selling hamburgers, variety of chicken sandwiches, French fries, breakfast items, soft drinks, and desserts. It also sells vegetarian items, wraps, salads and some localized items according to demand and locations. An appealing item from McDonalds is the McRib,...
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...CASE 17 COSTCO CASE STUDY Case study questions 1. What generic business level strategy (Chapt 5) is Costco pursuing. Explain your choice. Companies that target one or a few segments and try to be the low cost player in that segment are perusing a focus-low cost strategy. Such companies tend to produce a more basic offering that is relatively inexpensive to produce and deliver. This helps to drive down their cost structures. Costco sells a limited range of merchandise in large warehouse type stores. A Costco store has about 3,750 SKU’s compared to the average 124K SKU’s at an average Walmart supercenter. Costco offers consumers the ability to make bulk purchases of basic goods like dog food and breakfast cereal at lower prices than found elsewhere. As of 2011, Costco maintains the number 1 spot in industry inventory turnover ratio, and number 3 in the retail sector. Thus, we can conclude that Costco definitely does a good job tailoring its products to the needs of the segment and, in doing so, is able to successfully undercut the cost structure Walmart achieves with their colossal economies of scale. 2. Describe four functional-level strategies that Costco has implemented to support their business level strategy. Label the function (marketing, production, R&D, etc - see Chapt 4) under which the strategy falls. Human Resources Strategy - Costco pays their employees substantially more than what other competitors in industry as well as the sector pay. Along those same...
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...IntMk-CStud-4.qxd 26/05/2005 14:05 Page 563 section 4 case studies cases 4.1 Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand 563 571 574 583 586 590 594 599 604 case 4.1 Wal-Mart’s German Misadventure I don’t think that Wal-Mart did their homework as well as they should have. Germany is Europe’s most pricesensitive market. Wal-Mart underestimated the competition, the culture, the legislative environment. — Steve Gotham, retail analyst, Verdict Retail Consulting, October 20021 We screwed up in Germany. Our biggest mistake was putting our name up before we had the service and low prices. People were disappointed. — John Menzer, head of Wal-Mart International December 20012 ‘Don’t look now:’ low prices all year round! With thanks to Walmart 563 IntMk-CStud-4.qxd 26/05/2005 14:06 Page 564 section 6 case studies section 4 German blues For the world’s largest retailing company, Wal-Mart, Inc., the German market was proving difficult to crack. By 2003, even after five years of having entered Germany, Wal-Mart was making losses. Though Wal-Mart did not reveal these figures, analysts estimated...
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...Kellogg's Indian Experience: A Failed Launch |In April 1995, Kellogg India Ltd. (Kellogg) received unsettling reports of a gradual drop in sales from its distributors in Mumbai. There | |was a 25% decline in countrywide sales since March1995, the month Kellogg products had been made available nationally. | | | |Kellogg was the wholly-owned Indian subsidiary of the Kellogg Company based in Battle Creek, Michigan. Kellogg Company was the world's | |leading producer of cereals and convenience foods, including cookies, crackers, cereal bars, frozen waffles, meat alternatives, piecrusts, | |and ice cream cones. Founded in 1906, Kellogg Company had manufacturing facilities in 19 countries and marketed its products in more than | |160 countries. The company's turnover in 1999-00 was $ 7 billion. Kellogg Company had set up its 30th manufacturing facility in India, with | |a total investment of $ 30 million. The Indian market held great significance for the Kellogg Company because its US sales were stagnating | |and only regular price increases had helped boost the revenues in the 1990s. | Launched in September 1994, Kellogg's initial offerings in India included cornflakes, wheat flakes and Basmati rice flakes. Despite offering good quality products...
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...The Galley Cafeteria The Galley is a 150-seat canteen-style restaurant located on the top floor of an eight-storey office block. The building was originally constructed in the 1980s to house employees of a large international shipping company and is located two miles from a major city centre. At the time of construction this was a semi-derelict dockland area being earmarked for substantial redevelopment. Until 2012 the Galley was a subsidised staff canteen serving meals and snacks to company employees and providing buffet lunches for meetings and functions held in the building. Since then, however, due to increased international competition, the company has declined in size to a very great extent and now occupies only one floor of the building with the rest of the office space being rented to a variety of smaller companies. For a year the Galley continued to operate as before – only now serving the new office workers in addition to those employed by the shipping company. In 2013, however, it was sold to a commercial catering company – Lunchbox UK Ltd. Because of transfer of undertakings regulations all the existing 20 staff were re-employed by Lunchbox on their existing terms and conditions of employment. These were relatively generous, when compared with those existing for other Lunchbox employees, having been negotiated with the shipping company by representatives of the Transport and General Workers Union. The area around the building has undergone rapid development...
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