KELLOGGS

Kelloggs

Kelloggs

Introduction

Kellogg Company has been a leader, almost from the time when the WK Kellogg and his brother started selling corn flakes to the patients of the sanatorium in the distant 1906. But in recent years, pressure from the dime-store brands, and accelerating the pace of life (people prefer to have breakfast on the go) had a negative impact on sales. However, the leadership of the company persisted in believing that Kellogg is the number one at least on the volume.

Product developers and marketers were forced to come up with more heavy products, the larger volume of the box, the smaller flakes, or an increased amount of raisins. The sale of the Series' second box for free "increased sales, but profits were killed and did nothing to encourage loyalty to the company's brand. To achieve the promised quarterly profit, Kellogg was forced to cut spending on advertising and the creation of new products (Shapiro 1998, 119-25).

Question 1

Mission and Vision Statement

Kellogg's Mission and Vision statements are the foundations of the brand and the company, from the K Values and operating principles to the social responsibility to commitment. As an international corporation, Kellogg is composed up of lots tremendous people and brands. Collectively, the employees endeavour to make sure these brands offer great moments for Kellogg's consumers.

Objectives and goals

Setting objectives for a business is a must for all the businesses or for the products and services business is about to launch. Besides setting objectives for a business, while planning marketing strategies companies needs to define what are the expected outcomes of any marketing strategy also referred as marketing objectives and goals. Setting objectives are important, it helps companies to focus on particular aims over a period of time, and setting objectives would also be useful in motivating employees, as objectives will set one specific direction for employees to move on. A simple acronym used to set objectives is called SMART objectives. SMART stands for: Specific, Measurable, Achievable, Realistic and Time.

In this regard, if the marketing objectives of the Kellogg would be assessed than it can be mentioned here that, the company has specified her marketing objectives by making customers to pay more for buying a nutritional breakfast, this specific objective is also measurable as the mentioned earlier, and the company sale has increased by following on one simple objective. This specific goal of the Kellogg is based on the ground realities as the customers are ready to pay more for what they perceive as a premium brand. Thus it makes the objective achievable within a specific timeframe (Narver and Stanley 1994, 20-35).

Core Competence

In my opinion, Kellogg's core competence is its marketing strategies. In the context of Kellogg's marketing strategies it can be said that Kellogg has branded the image of its cereal as nutritional food which makes customer to pay more, however, there are other marketing factors as described in SWOT analysis which have been ignored by the company. However, in the context of four Ps the products of Kellogg's have their own loyal ...