...http://www.researchandmarkets.com/reports/577063/ Kellogg: Strategic Corporate Assessment - Strategy, SWOT Analysis and 5-year Financial Insights with In-depth Company Profile Description: Kellogg Company (Kellogg) focuses on brand building, innovation, and sales execution as drivers for sustainable growth. Its commitment to brand building includes significant investment in consumer-oriented promotions, through advertising and market research. Its strong research and development capabilities help it to launch new innovative products and increase its product category share. Scope - Contains corporate strategy, value chain presence and SWOT Analysis - Provides detailed business description, segment analysis, 5-year financial trends, key products and key competitors - Includes information on suppliers/ partners, shareholding structure and key employees with biographies Highlights of this title Kellogg has manufacturing facilities in 19 countries and markets its products in more than 180 countries.North America, Kelloggs largest geographical market, accounted for 67.4% of the total revenues in 2006. The company faces competition across all its product lines from regional, national and global companies. The companys global infrastructure helps it to use resources efficiently around the world. The Pop-Tarts toaster pastry business currently holds 87% category share in the US toaster pastry category in 2006. The company, in August 2007, introduced new Special K2O Protein Water...
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...rise and Kellogg needed to implement some strategic and operational planning to meet the demands of customers to keep up with the other competitors and stay in business. Kellogg’s has some strict goals, yet they are very simple goals and are truly abiding by them. Just like any other company, Kellogg also has faced some major struggles in certain areas that affected the business as a whole. A SWOT analysis is beneficial to any company or business. This will definitely ensure that the company is achieving their goals and addressing any issues by following the SWOT analysis. The SWOT analysis is designed to help the company for the upcoming future. Organizational Planning paper Whenever creating a strategic and operational plan is no easy task for any company. There are certain guidelines and rules that should be followed. The whole purpose for the planning process is to encourage the organization to recap their directions and strategies. Figure out what are the potential risks that could harm the company. Certain questions like will changing our mission help to achieve our goals? Do our staff and management team have the ability and drive to achieve the set goals? This are the questions that need to be ask in the planning process. Kellogg’s has to set a communication plan to be able to achieve their goals so everyone will be aware of the expectation placed upon them. Communication plays a major role in the business. A business cannot operate properly with it. Kellogg does a...
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...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...
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...1.0 Introduction 1.1 Background Kellogg Company (often referred to as Kellogg or Kellogg's in its corporate logo, or even more formally as Kellogg's of Battle Creek), with 2011 sales revenue of nearly $13 billion, is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, Toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, BearNaked, Morningstar Farms, Famous Amos, Special K, All-Bran, Frosted Mini-Wheats, Club and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. Its global headquarters are in Battle Creek, Michigan, USA. Kellogg trades under the ticker symbol NYSE: K. When preparing a strategy for success, a business needs to be clear about what it wants to achieve. It needs to know how it is 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 organizations use is branding. A brand is a name, design, symbol or...
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...Industry Analysis Product Portfolio Marketing Mix Strategies adopted in Indian market Failure of Kellogg’s and its results Porter’s Five Force Model SWOT Analysis PESTEL Kellogg’s •Kellogg Company is a multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. •Kellogg started with only 44 employees in 1906. •Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality. •Kellogg's products are manufactured in 18 countries and marketed in more than 180 countries. Vision and mission Vision: To enrich and delight through foods and brand that matter. Mission: To drive sustainable growth through the power of our people and brands by better servicing the needs of our customers, consumers and communities. Operating Principles •Remain consumer centric •Executional excellence •Prioritize to win •Continuous efficiency improvement Values • Kellogg Company’s values, K Values™, shape their culture and guide the way they run their business. • In 2005, the company instituted the W.K. Kellogg Values Award, which is given annually to one individual and one team of employees who best exhibit the K Values in their work. History of Kellogg’s 1906 - John Harvey Kellogg and Will Keith Kellogg also known as W.K Kellogg founded the Battle Creek Toasted Corn Flake Company in Battle Creek, Michigan. 1914–The production of the Kellogg’s Corn Flakes expanded world wide. 1922–The Battle Creek Toasted Corn Flake Company changed there...
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...FIN 6406 A Financial Ratio Quarterly Trend Analysis of: Kellogg Co. Stock Symbol: K Listed on NYSE Exchange Prepared for: Dr. Edward Lawrence Department of Finance Florida International University In partial fulfillment of the requirements of Course: FIN 6406 By: Ana Carolina De Obaldía Rogemif Fuentes Cesar Giovanni Santos Fábrega Introduction For this project we decided to choose Kellogg’s Company (NYSE: K) to elaborate a financial quarterly trend analysis because it is a big, stable company with 108 years in the market and its products are sold in more than 180 countries worldwide. The ready to eat cereals first appeared in the late 1800’s when a group of vegetarians wanted to expand their food options and decided to create the wheat and corn flakes. It wasn´t until 1906 that Kellogg’s Co. entered the market and has stayed latent through many generations until these days. It is interesting that it survived two world wars and the depression of the United States in the 1930’s. Being this long in the market also means that they have known how to evolve in this world with constant changes, adapting to the behavioral changes in people and their likes remaining competitive and appealing. It is more of a mature company rather than growing company and has many brand-loyal customers. Regarding the sources of information consulted for this report, we used some financial websites to get the financial statements of Kellogg’s and its main competitor General Mills, which we will...
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...compliance in achieving and succeeding in goals developed from the plan. Strategic planning also considers the goals and priorities of the stakeholders. Whereas, operational planning is more detailed information that considers the day-to-day operations of the organization. Operational planning gives specific plans to employees on how to reach goals successfully. Operational planning is used by the front line employees, whereas strategic planning is used more by the executives and top level managers of an organization (Robbins, S.P., & Coulter, M. (2012). Throughout this paper The Kellogg Company will be analyzed. The Kellogg Company was established in 1906 by W.K. Kellogg. Since then Kellogg has branched out into more than just cereal. Currently, the Kellogg Company has a market share in cereal, various breakfast items (ie: cereal bars, pop tarts, etc.), snacks, chips, and crackers. The company’s SWOT analysis will be used to explain how the organization’s goals can be accomplished using various strategic and operational plans....
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...Everybody Loves Cereal! Kellogg Raul Mendez Lindsey Wilson College 11/2/2015 On my honor as a student, I have neither given nor received any unauthorized aid on this assignment/exam. Introduction The majority of the people do not comprehend how important the breakfast in our lives is. Research shows that 93% of the population in the United States eat or drink something for breakfast, and 51% of this people prefers cereal, this is mainly because health factors. Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on February 19, 1906, by Will Keith Kellogg as a consequence of his effort with his brother John Harvey Kellogg at the Sanitarium Battle Creek following practices established on Adventist Seventh Day Christian denomination and he also believed in the remunerations of a vegetarian diet and exercise. John Harvey Kellogg thought that masturbation was something really bad for the people, Therefore, Kellogg wanted to combat masturbation by a simple method: the simple and healthy food. And, he claimed, that was able to overpower the instincts of man's primary, as well as a healthy lifestyle. On the opposing, he believed that other foods such as meats it augmented. So, during his stay in Battle Creek Sanitarium in Michigan, he decided to devise a kind of breakfast inadequate by sexual impulses cereal granules with oats and corn. Later, he teamed with his brother Will and both decided to put sugar to the recipe and then create one of the most...
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...Introduction: U.S based Kellogg’s is a world leader and the most successful cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast http://www.kelloggs.co.uk/company/history/howitallbegan.aspx About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) http://www.ansoffmatrix.com/ Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship...
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...situation facing the brand and company? The Bel Brand in the United States is a subsidiary of Fromageries, a family-owned cheese maker. The flag ship company in the USA is, “The Laughing Cow”. This cheese is a cream cheese brand. In 2003, this company had strong sales in the United States because of its association with the South Beach Diet. (Kellogg School of Management, 2012, pg 1) The South Beach Diet was a popular low carbohydrate diet for losing weight. However, as the craze for the low carbohydrate diet diminished so did the sales for The Laughing Cow brand? Ann Legan, the marketing director of Bel Brand USA called a meeting and discussed and debated with her team whether the product’s position needed to be changed? (Kellogg School of Management, 2012, pg 1)They debated if the brand should give up its healthy-snack position in the United States in favor of the family-focused positioning globally. She discussed three alternatives in the meeting. The first position was more consistent with the Europeans. The cheese would be positioned in a way to stress family values and meet children’s needs. The second position is to spring off the South Beach Diet and focus on the healthy aspect of the product as a low calorie nutritional snack. The third option is to choose a new position all together. The brand would have its own identity in the United States and will distance itself from the European values and even the emphasis of the brands great taste. (Kellogg School of Management, 2012...
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...Kellogg’s study case: * Mission: It defines what the company does, who it serves and how it serves. This is a formulated form of company`s goal, philosophy and characteristic. For Kellogg`s the quality was the key also the mission is to develop their product through the customers, consumers and communities. * Vision: This can be defined as a dynamic and compelling view at some point in the future. True the vision the company can see where it want to be and what Kellogg`s want to achieve in the future. Kellogg`s vision is ‘To enrich and delight the world through foods and brands that matter’ (Kelloggs). Regarding to our case study, Kellogg`s vision in India was to serve a bigger choice in the food industry and also apart of cereal they wanted to expand into snack and frozen foods in U.S. * Objectives: Kellogg`s objectives included such as support physical activity for the population, promote exercise, sponsor activities (studies). Kellogg became the main sponsor of swimming in Britain. Also they introduce food labelling which is providing an opportunity for the consumers to make decisions about the right balance of food. Kellogg is violently supporting but in the same it puts a lot of effort to protect their reputation. * Goals: Kellogg`s want to provide the consumers all over the world with simple and more suitable way of enjoying good health. * Core competencies: Core competence is important for any company. The firms has to follow the market needs and to be...
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...GENERAL MILLS, INCORPORATED A Cost Accounting Analysis COMPANY BACKGROUND General Mills (GSI) is the sixth largest food company in the world. The company currently operates in more than 100 foreign countries and employs over 35,000 people. . GSI manufactures and markets branded consumer foods worldwide and supplies branded and unbranded food products to the foodservice and commercial baking industries. The company manufactures cereals, yogurt, ready-to-serve soup, dry dinners, frozen vegetables, refrigerated and frozen dough products, dessert and baking mixes, frozen pizza, flour, fruit and snacks; and organic products, including soup, granola bars, and cereals; and ice cream and frozen desserts, and high fiber snacks. Its best knows product brands are Betty Crocker, Green Giant, Pillsbury, Old El Paso, Cheerios and Haagen-Dazs. It markets its products through its direct sales, broker and distribution a to grocery stores, mass merchandisers, membership stores, natural food chains, drug, dollar and discount chains, commercial and noncommercial foodservice distributors and operators, restaurants, and convenience stores. The company was founded in 1928 and is based in Minneapolis, Minnesota. GSI’s businesses are organized into three operating segments: U.S. Retail, International, and Bakeries and Foodservice. The U.S. Retail segment includes sales to grocery stores, mass merchandising, and membership stores such as BJ’s, Sam’s and Costco, natural food chains, drug,...
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...relationship, whereas a joint venture is based on a single business project. Parties enter joint ventures to gain individual benefits, usually a share of the project objective. This may be to develop a product or intellectual property rather than joint or collective profits, as is the case with a general or limited partnership. A joint venture isn’t like a general partnership; it’s not a separate legal entity. Revenues, expenses and asset ownership usually flow through the joint venture to the participants, since the joint venture itself has no legal status. Once the joint venture has met its goals the entity ceases to exist. Being a part of a joint venture has its advantages such as providing companies with the opportunity to gain new capacity and expertise, allowing companies to enter related businesses or new geographic markets or gain new technological knowledge. It also has access to greater resources, including specialized staff and technology sharing of risks with a venture partner. Joint ventures can be flexible. For example, a joint venture can...
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...Kellogg – 2005 Henry Beam, Western Michigan University Forest David, Francis Marion University A. Case Abstract This is a comprehensive strategic management case that includes the company’s financial statements, organization chart, competitor information, and industry trends. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Kellogg is headquartered in Battle Creek, Michigan, where the company was started in 1906. Kellogg’s common stock is traded on the New York Stock Exchange under the symbol K. Kellogg is the world’s largest producer of ready-to-eat cereals and a leading producer of cookies and snacks, also known as convenience foods. Kellogg manufactures products in 17 countries and markets them in over 180 countries. Kellogg has a long history of international operations. It started marketing its products in Canada, England, and Australia before World War II and then entered the Latin American, European, and Asian markets. Despite its emphasis on international operations, Kellogg receives about two-thirds of its sales and pre-tax income from North America. Kellogg’s primary competition in ready-to-eat cereals comes from General Mills, headquartered in Minneapolis, Minnesota. Kellogg also competes with the Post unit of Kraft Foods and the Quaker Oats unit of PepsiCo in the ready-to-eat cereal market. General Mills’...
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...Breakfast Cereal Market Special K 05/02/2014 MARK1500 Principle of Marketing Table of Content Title Page no. Intro Paragraph 3 Business Overview 3 Commentary on Situational Analysis 4 Product Overview 5 Market Segment 6 2016 Olympic Promotions 7 Appendices 8-9 Intro Paragraph This report has been put together to analyse the strength and weakness of Kellogg’s product Special K. This report will identify the strengths and weakness as well as its internal and external factors that affect its sales using ‘PRESTCOM’ and ‘SWOT’ analysis. We will be looking at the market segments that heavily impact the sales of Special K and ways to leap over those barriers to increase revenue. It will also ascertain future promotional ideas for the 2016 Brazil Olympics and the opportunities it may have for Special K Business Overview Kellogg’s is a company with a rich history; established in 1906 by a Mr W.K. Kellogg they have been making great tasting breakfast ever since. Kellogg’s started selling in the UK stores up and down the country ever since 1922. The Kellogg Company was the first company in the food industry to hire a dietician “Mary Barber started the Kellogg’s Home Economics Department and began defining the different types of food and what roll they played in a proper diet” (Kellogg’s, 2014). Kellogg’s quickly established themselves as...
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