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Kellogg's: A company analysis

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Solveig Joy

on 3 December 2014

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Transcript of Kellogg's: A company analysis

Kellogg's: A company analysis
Corporate strategy
Competitive Strategy
Financial performance
The main competitive advantage - exceptional ways of advertising
Industry leader in the level of advertising investment ($1 billion)
Innovative approach of advertising the brand on TV, Internet and billboards
Sweepstakes, printable coupons online, cereal box prizes, mascots
Competitive advantage
Institutional structure
Organizational culture
Maintain favourable relationships with all stakeholders
NYSE: many small holders + W.K.K. Foundation Trust

Corporate Governance Guidelines
VISION: “to enrich and delight the world through foods and brands that matter”
PURPOSE: “nourishing families so they can flourish and thrive”
12 nominated members
CEO compensation, successor, review strategy, wages, new board members
Max 4 other boards, max 72 years of age
Insight VS innovation
(CEO + Chairman) + Leader of the Board distribute power
Products: Bars, Beverages, Cereal, Crackers, Fruit Flavored Snacks, Frozen foods, Savory Snacks, Toaster Pastries, Warm breakfasts, Veggie foods.
More than 50 brands ( All-Bran, Eggo, Special K, Pringles ecc.)
Strategic management
They doubled the net sales from $6 billion in 2000 to $15 billion in 2013
Sustainable growth
Pringles acquistion
Project K
Vertical integration
Structure of the Industry:
Multibusiness firm, the core business - Ready-to-eat cereals
Oligopoly with a few leading firms (General Mills, Kellogg's, Jordan's, Nestle)
A rapidly growing industry
Porter five forces model:
Rivalry Among Existing Competitors
: intense competition; constant fight for the top spot between Kellogg's and General Mills
Threat of New Entrants
: significant entry barriers
Threat of New Substitute Products and Services
: a plethora of substitutes
Bargaining Power of Suppliers
: low; a great power over suppliers
Bargaining Power of Buyers
: relatively low and controllable
Secondary sector business
Partial integration
Obtains raw materials from suppliers all over the world
Just-In-Time inventory management technique
Collaborations in the tertiary sector ( ASDA, Tesco, Makro, TDG)
Shelf Ready Unit
Geographic scope
Large scale in order to exploit economies of scale and fixed cost absorption
Products are marketed in over 180 countries
Principal markets: U.S.A and UK
Emerging markets: Brazil, China, India, Middle East, Russia and Turkey
Specific artifacts: characters

Specific values
Organizational Structure
Income statement
"We our employees"
Diverse, including workforce
K-Power to grow
development model
Lots of trust, Global Code of Ethics
in case
Artifacts and values
Internal integration
External adaptation
Overall culture
Thank you all for your attention!
Which company used to own Pringles?

Who is the largest shareholder?

What is the name and the slogan of the most famous mascot?
The 'outside' culture
Decent relationships with stakeholders
--> Good reputation
LOTS of philanthropic action
--> "One of the World's most
Ethical Companies"
Is the culture good and "real"?
We think so!

The culture emphasizes the values


Among others:

Full transcript