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... 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 name to The Kellogg Company. History Continued 1938 – The company continued to expand and build plants in England and Australia. 1951–W.K. Kellogg died. The Kellogg Company...
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...Product Life Cycle Introduction The theory of product lifecycle is one of the key components in the subject of marketing study. After Vernon put forward the theory of product lifecycle in 1966, it is widely used by companies to design marketing strategies, predict longevity of products and make product management. This essay is divided into three sections. In the first section, several definitions of product lifecycle and one explanation of the course of product lifecycle are presented. In the second section, strengths and weaknesses of product lifecycle are analyzed to point out what is the proper situation of adapting the theory of product lifecycle. In the third section, two case studies are provided to illustrate how the theory of product lifecycle drives marketing strategies. The abbreviation PLC will be used for product lifecycle throughout this paper. Definitions In this section, a number of definitions of product lifecycle theory are provided and an outline of the stages of PLC is demonstrated. According to a prominent researcher in strategic marketing, the PLC is “a generalized model of the sales trend for a product class or category over a period of time, and of related changes in competitive behavior.” (Buzzell 1966; Brassington & Pettitt 2000) The definition states that PLC provides a basic model for organizations to manage products and that sales and time are the two factors to change the period of products. Another definition defines PLC as “ a concept...
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...Assessment 4.2 P2 - Present complex internal business information using three different methods appropriate to the user’s needs In this assignment I will present internal business information using three different types of communication methods which are appropriate to the user’s needs. The three types of methods I have chosen are written, on screen multimedia presentation and verbal presentations. I have chosen ASDA to do my research upon. ASDA is a global supermarket which sells groceries, electrical equipment, general domestic equipment, toys and clothing. It is now subsidiary of the American store Wal-Mart. Today they are the UK’s second-largest chain by market share. Written- written communication involves any type of interaction that makes us use the form of a written word. It is one of the main types of communication used. Written communication is used a lot in a business as written communication involves reports, letter, instruction, agreements, memos and policies. Written communication is the most appropriate when detailed instructions are required, when something needs to be documented, or when the person is too far away to easily speak with over the phone or in person. ASDA uses this type of communication to communicate without different people in the hierarchy system or to one of their customers. It is appropriate to the user’s needs because written communication is precise and explicit. It also allows the manager to get in contact with someone easily without...
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...Running Head: [ Morgan - Capitalizing on Healthier Breakfasts ] Capitalizing on Kellogg’s Effort to Make Breakfast Healthier Andréica L. Morgan Post University BUS520.90: Competitive Intelligence William Robinson March 4, 2011 Summary of Analysis Kellogg Company, the leading producer of breakfast cereals, is focusing its sights on creating healthier versions of the products that have found their homes in the hearts of the American consumer. By using current interactive marketing technology, focusing on how to integrate more fruits and grains into their products, and expanding into new markets, they provide a high bar for our little company to shoot for. Our way to compete against their extensive advertising budget, well-known products, and extensive distribution channels will lie in focusing regionally in supplies, production, and marketplace. This will allow us to capitalize on missed opportunities for using byproducts of current manufacturing processes as part of a two-fold aim – first to get the most out of our resources and second to be greener. COMPETITOR ANALYSIS COMPONENTS COMPETITOR ANALYSIS COMPONENTS Current Capabilities Strengths (Kellogg Company, 2010) Our people Committed to excellence, passionate about achieving our goals, eagerly embracing new challenges Our strategy Focused and consistent, delivers sustainable and dependable performance Our business model Resilient and proven, relevant in all economies, drives long-term health of the...
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...Equity Research Report , October, 31, 2009 Bobby Kelley , Kellogg Company K: Bobby's Company Report - (K-NYSE) HOLD OUTLOOK Kellogg Company, the leader in ready-to-eat cereals, has successfully executed the Volume to Value and Manage for Cash strategies. In 2006, management adopted additional programs, namely, Sustainable Growth and People Passion and Pride . By focusing on brand building and profitability, Kellogg is reporting consistent sales and earnings growth, reducing debt, and repurchasing shares. However, recent commodity inflation and increased investment in advertising expenditures have pressured the gross and operating margins. Current Recommendation Hold Current Price (10/30/09) Twelve-Month Target Price $51.54 $55.13 SUMMARY DATA 52-Week High 52-Week Low One-Year Return (%) Beta Average Daily Volume (sh) Shares Outstanding (mil) Market Capitalization ($mil) Short Interest Ratio (days) Institutional Ownership (%) Insider Ownership (%) Annual Cash Dividend Dividend Yield (%) 5-Yr. Historical Growth Rates Sales (%) Earnings Per Share (%) Dividend (%) P/E using TTM EPS P/E using 2009 Estimate P/E using 2010 Estimate $53.39 $35.64 17.54 0.51 3,909,678 383 $19,731 3.25 82 2 $1.50 2.91 7.4 8.0 7.0 16.5 16.5 13.8 Risk Level Type of Stock Industry Low Large-Growth Food-Misc./Diversified BOBBY'S ESTIMATES Revenue (in millions of $) Q1 (Mar) 2007 2008 2009 2010 2,963 A 3,258 A 3,169 A 3,366 E Q2 (Jun) 3,015 A 3,343 A 3,229 A Q3 (Sep)...
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...Kellogg’s has been very successful making new products and marketing them. Stephanie Thompson, a writer for Advertising Age explains Special K's success in Kellogg has megabrand ambitions for Special K, and she states, "In the five years since Kellogg Co. and its agency, Leo Burnett Worldwide, devised the Special K Challenge diet plan, it's blossomed into the company’s No. 1 brand, with an estimated $500 million in global sales.” Kellogg’s value opinions about their products very highly as the feedback from customers are the most important. As a socially responsible company they aim to nourish their consumers, employees, customers, communities and the environment so that they can continue as a company. Kellogg’s have created strategies, governance structures, corporate policies, commitment statements and codes of conduct that help to embed corporate responsibility into their everyday operations. To encourage people to speak their opinions Special K set up a shop in London with the release of their new cracker crisps. When people tweeted their opinion they were able to receive a free low calorie snack. DietsInReview.com release reviews, facts and information about the Special K diet. And in the end they say if you want to ‘jump start the weight loss’ then it’s a good idea. Then with in this website Special K users were able to leave their feedback which had a range of opinions saying how good the diet plan was and how well it worked. Over all they were ‘happy with the outcome’...
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...Industry Analysis: Kellogg (K) vs. Kraft (KRFT) Niki Cocke FIN 4461-791 Prof. Amy Ho April 22, 2015 Table of Contents I. Introduction II. Profitability/Risk Ratio Calculations and Analysis a. Kellogg (K) i. Risk ii. Profitability b. Kraft (KRFT) iii. Risk iv. Profitability c. Industry Comparison v. Current Ratio vi. Quick Ratio vii. Days Accounts Receivable Outstanding viii. Profitability 1. Return on Assets 2. Return on Common Equity d. Competitor’s ix. Kellogg’s x. Kraft III. Conclusion IV. Appendix I e. Kellogg’s xi. Kellogg’s Annual Report and Form 10-K 2014 3. Income Statement 4. Cash Flow Statement 5. Balance Sheet f. Kraft xii. Balance Sheet xiii. Statement of Income xiv. Statement of Cash Flows V. References I. Introduction This analysis on Kraft (KRFT) and Kellogg (K) will include multiple facets.Kraft Foods Group, Inc. operates as a consumer packaged food and beverage company. It is also one of the largest company in the North America and the second largest in the world. It operates through six segments: Cheese, Refrigerated Meals, Beverages, Meals & Desserts, Enhancers & Snack Nuts, and Canada. The company provides natura, cream, processed, grated and shredded, and cottage...
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...Kellogg’s Special K Our project focuses on one of the leading cereal manufacturer in the ready-to-eat cereal industry today, Kelloggs. Kelloggs is considered one of the top producers in the cereal manufacturing industry, gaining a successful market share of $21.5 billion and earned revenues of $13.2 billion in the year 2011. They introduced their Special K line of products in the year 1955, with their main goal of ‘changing lifestyles’ for their current market segments: working women and busy moms by providing weight management guides through a balanced, nutritious diet, and an online community. However, our marketing team decided to suggest an improved marketing strategy for Kellogg’s Special K, to target a broader range of market segments to satisfy their needs and wants. These market segments would consist of men, ages 20-40, teenage girls, ages 15-19, and children, ages 5-9. This will give them a better competitive edge in the breakfast manufacturing industry as Kellogg’s would be able to gain brand popularity and brand loyalty from different consumer age-groups; a larger share of the breakfast manufacturing industry; increased profitability from increased sales of Special K; reduce their dependence over a single market segment and finally to take advantage of expansion opportunities within the industry. Therefore, our team’s suggested approach for Kellogg’s new marketing mix would involve customizing Special K for men, teenage girls and children. The first P,...
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...The UK 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...
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...The Kellogg Company Optimizes Production, Inventory, and Distribution Gerald Brown gbrown@nps.navy.mil Operations Research Department Naval Postgraduate School Monterey, California 93943 Kellogg Company, P.O. Box 3599 Battle Creek, Michigan 49017–3599 Kellogg Company, P.O. Box 3423 Battle Creek, Michigan 49016–3423 Operations Research Department Naval Postgraduate School Joseph Keegan joe.keegan@kellogg.com Brian Vigus brian.vigus@kellogg.com Kevin Wood kwood@nps.navy.mil For over a decade, the Kellogg Company has used its planning system (KPS), a large-scale, multiperiod linear program, to guide production and distribution decisions for its cereal and convenience foods business. An operational version of KPS, at a weekly level of detail, helps determine where products are produced and how finished products and in-process products are shipped between plants and distribution centers. A tactical version of KPS, at a monthly level of detail, helps to establish plant budgets and make capacity-expansion and consolidation decisions. Operational KPS reduced production, inventory, and distribution costs by an estimated $4.5 million in 1995. Tactical KPS recently guided a consolidation of production capacity with a projected savings of $35 to $40 million per year. T he Kellogg Company has been using a large-scale linear program, the Kellogg Planning System (KPS), for more than a decade to guide its operational (weekly), production, inventory, and distribution decisions...
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...------------------------------------------------- Abstract: The case, 'Kellogg's Indian Experience' analyzes the causes that led to the failure of the Kellogg breakfast cereal brand in the Indian market. The case examines the measures the company adopted on the marketing front to rectify its mistakes and at the efficacy of these measures. | ------------------------------------------------- Issues: » Enable students to see how mistakes on the pricing, positioning and distribution fronts led to Kellogg's poor performance in the initial stages Market Many people view breakfast as the most important meal of the day. Research shows that 96% of the UK population eat or drink something for breakfast and 49% start the day with ready-to-eat cereals. This signifies a huge change in UK breakfast eating habits over the last twenty years. In 1968 approximately half the population tucked into a cooked breakfast on a regular basis, but, by 1990 this had dropped to an estimated 10%. This change can be attributed to increasingly busy lifestyles and an awareness of the importance of healthy eating. However, hectic lifestyles can mean breakfast is often sacrificed to keeping to a tight timetable. The major challenge facing cereal companies today is to persuade consumers that eating cereals is both convenient and beneficial at breakfast time or at any time of the day. In terms of volume, the UK is the largest consumer of cereals in Europe. In 1999, the market was valued at £944 million...
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...Kellogg's (also Kellogg, Kellogg Company and Kellogg's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include Froot Loops, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Cocoa Krispies, Keebler, Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive." Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on February 19, 1906, by Will Keith Kellogg as an outgrowth of his work with his brother John Harvey Kellogg at the Battle Creek Sanitarium following practices based on the Seventh-day Adventist Church. The company produced and marketed the hugely successful Kellogg's Toasted Corn Flakes and was renamed the Kellogg Company in 1922. In 1930, the Kellogg Company announced that most of its factories would shift towards 30 hour work weeks, from the usual 40. W.K. Kellogg stated that he did this so that an additional shift of workers would be employed in an effort to support people through the depression era. This practice remained until World War II, and continued briefly after the war, although some departments and factories remained locked into 30 hour work weeks until 1980...
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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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...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 successful they should offer the best product at the best price. Kellogg`s is focusing on the loyalty, constancy of the customer...
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