Complete 16 page APA formatted essay: Kellogg Company.
Kellogg Company was founded by Will Keith Kellogg to illustrate the increase in his wealth from his work with the brother John Harvey Kellogg at the Battle Creek Sanitarium. The wealth had been created out of the sale of Kellogg’s Toasted Cornflakes on a huge scale. This led to the renaming of the company into Kellogg Company in 1922 (Kellogg Company, 2011). The strength of the company lies in its world-class innovation abilities.
The internal analysis of Kellogg Company is that it focuses on business. Its senior management is aimed at becoming the leader in the food retailing industry worldwide. To achieve this, they are empowering their employees and building their brand supported by the integrated focus strategy and operating principles. The foundation of its business lies in its values, its people and its societal commitments. Its core competencies are the skills among the employees that provide the advantage to the company consisting of the resources available. Kellogg’s has far-reaching. well defined and clear competencies to enable them to beat a world’s best. The competencies are. it is strategic, functional, and has a corporate ability. It has a flexible structure of an organization that fits in the demands and needs of the locals. Kellogg has been developing its image by creating customer values, customer service efficiency and proper channels of distribution.
“Marketing Mix is a well-established framework that helps marketers to plan their approach to each market” (Smith. & Chaffey, 2005). Marketing mix of Kellogg’s which is mainly concerned with cereal products, being the major producer of cereal in the world. Consumer wants are fulfilled through the products sold. The current world has consumers that are much more concerned with their health. they tend to buy food products that are healthier especially for their children. Kellogg’s K special has a range of products that meet the customer demands that are currently higher than expected. They have products that are low in fat, have no preservatives and they have no artificial flavors.
There packaging is attractive to children because their mail target is children. Kellogg’s supplier power lies under its customers. It poses mainly medium power when purchasing from suppliers. Wheat varies in price because of its extensive force and the cost is passed onto customers of Kellogg’s. Michael Porter’s Five Forces theory states that industry is influenced by five forces, which are Barriers to Entry, Supplier Power, Buyer Power, Degree of Rivalry and Threat of Substitutes (Kurtz et al., 2009). Kelloggs is not an exception at all and the effect of the forces is evident in its financial as well as managerial reports.