• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Rolling Case Study of Kellogg's

Extracts from this document...

Introduction

STRATEGIC MANAGEMENT TASK #1 KELLOGG'S CASE STUDY It all began in Battle Creek Sanatorium, Michigan USA, in the 1870's. Originally set up by the Will Keith Kellogg and Dr. John Harvey Kellogg brothers, the company was founded on a belief that "you are what you eat". It took the brothers six years to come up with the "correct formula" and create a once wholesome and pleasant to eat breakfast food. They finally had the start up product they had desired for such a long time, the product that within time became the worlds most popular breakfast, the product we today all know as Kellogg's Corn Flakes. It has been more than a decade since the product was introduced for the first time, however, it still remains the most highly rated, favored and preferred breakfast in the world. The Kellogg Company was originally founded in 1906, in Battle Creek, Michigan. It began as a small business entity, employing 44 people, producing one single product. Today the company possesses production plants in 19 countries, markets its products in more than 180 countries, and employs approximately 32 000 people across the globe. ...read more.

Middle

All together, that is what makes Kellogg's a premium brand. A brand is considered premium when people believe it is worth the price. It is normally built upon both tangible and intangible attributes, like sensuality, rarity, confidence, authenticity, and of course, quality. Due to their complexity, managing a premium brand is a great challenge. For premium brands the brand image and identity is literally everything. Bad strategic decisions could harm or ruin the reputation of the brand. Kellogg's have directed and harmonized all strategies towards and with their brand image, which has proved to be a winning approach. Living a healthy life recently became an extremely popular trend in modern society. The numbers of people seeking that type of lifestyle were dramatically increasing. The growing demand attracted Kellogg's attention. They decided to promote the message "Get the Balance Right", which was aiming to show consumers the benefits a balanced diet and exercise had. In support of their aim, Kellogg's assigned several objectives, primarily focused on physical activities. The objectives were SMART - specific, measurable, achievable, relevant, and time-related. Kellogg's had to develop a strategy and an action plan, designed to meet those aims and objectives. ...read more.

Conclusion

Attracting and respectively making such customers loyal to the brand is a prerequisite and key for long-term success. Kellogg's demonstrate great corporate and social responsibility. Kellogg's corporate responsibility is organized around the company's four strategic areas - marketplace, workplace, environment and community. Effective communication is of great importance for the success of any strategy. Kellogg's understand that the impact company stakeholders have on the organization is tremendous. They are aware that communicating their message to stakeholders is extremely essential for the company's success. Customers, employees, media, government, sports and health associations could be all recognized as stakeholders of the Kellogg's company. However, customers and company employees may be considered most influential and essential for the organization. Therefore, the company emphasizes the strongest on them, by constantly organizing diverse events, in attempts to communicate their message in the most effective way. Kellogg's strength lies mainly in their well known and trusted brands. The key to Kellogg's success is in the way they strengthen their brands to keep them relevant, resonant and powerful with consumers. Consumers demand variety and convenience, and, now more than ever, value, and that is exactly what the company provides to them. We will continue to execute our sustainable growth model and focused business strategy to deliver sustainable and dependable performance. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our International Baccalaureate Business Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related International Baccalaureate Business Studies essays

  1. Case Study: BMW 's New Oxford Way

    It also introduces multiskilling and employee flexibility which means that employees can learn from each other. They are able to enhance their skills and enhance their knowledge. Multiskilling can allow employees to have fewer mistakes in the production line because they are specialized in everything.

  2. Case Study - Recovery Kitchens Ltd

    If Recovery Kitchens enter the market with a new product, which would be the kitchens made of managed wood, then they will be able to attract more consumers and their target market, even though they are still a niche market, will expand.

  1. Global Branding and Communication Case: The Global Branding of Stella Artois

    Second factor was local taste differed from place to place as some of the brewery had hundreds of years of heritage behind them. Another factor was the threat from substitute drinks such as wines in different markets. Interbrew's positioning and corporate strategy After acquisitions made by Interbrew in 1990s the

  2. Marketing. In my project, I am going to be looking at how Nestls Smarties ...

    Growth - This is where the product tries to develop brand. It focuses a lot on advertising and the product becomes more profitable Maturity - Products that survived the other two stages usually spend most time in stage. The sales growth slows then stabilises.

  1. New business plan

    The reason that we set up a joint venture limited liability company is that first only have limited liability if in the worst situation that restaurant is not successful. Furthermore, the joint venture will have a good and tight control over our new business.

  2. Business plan for Laundry Toaster laundry dryer.

    However, the size and scope of operation of some of the larger manufacturers active in the wardrobe furniture market means that there is likely to be an element of this activity in the medium to longer term. New products developed for new markets within the wardrobe furniture industry are forecast

  1. Business Plan - EDGE is a video production company that aims to create self-promotional ...

    Professional level editing software, and cameras of differing value for rental. Length of Time in Business 3 years Soon to come Alliances Various resorts and parks have stands that sell the tags to riders Partnership with GoPro, Contour to supply rental cameras.

  2. Ford Company Analysis - corporate structure and financial analysis

    Economic distress of suppliers that may require to provide substantial financial support or take other measures to ensure supplies of components or materials and could increase our costs, affect our liquidity, or cause production constraints or disruptions 6. Work stoppages at Ford or supplier facilities or other limitations on production 7.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work