Kelloggs Analysis

Better Essays

Strategic Marketing
Internal Analysis Project
October 2010

Kellogg’s is a food manufacturing company whose principal products are ready-to-eat cereals and convenience foods, such as cookies, crackers, toaster pastries, cereal bars, fruit snacks, frozen waffles and veggie foods. These products are manufactured in 18 countries and marketed in more than 180 countries. The cereal products are generally marketed under the Kellogg’s name and are sold principally to the grocery trade through direct sales forces for resale to consumers. (Kellogg's, 2010)

In this report I will primarily be looking at Kellogg companies financial reports for the last five years. I'll be analysing the trends survey predictions can be made the future. These …show more content…

The research I have read, Kellogg's market share is still growing. This puts them in a very strong position. Swot analysis. The Kellogg Company has many strengths, weaknesses, opportunities and threats. Here I will just briefly look at a few of them. Strengths: The Kellogg Company’s biggest strength is their brand name. It's a name recognised worldwide as a symbol for cereal-based food products that are of high quality. The company should do their best to maintain the good connotations people have with the Kellogg's brand. They should do this by keeping the brand fresh and current and operating at industry best practice levels. Weaknesses: None. Opportunities: The eat at home market. During the recession and even now people have been cutting back. It has been less popular to go out and eat in a restaurant, whether that be for breakfast, lunch or dinner. Kellogg's might want to capitalise on this situation. They could increase their product line from cheap but tasty breakfast meals at home. Threats: I've come up with a few different threats the Kellogg's company, the first being advertising unhealthy foods to children. Many governments are now bringing in legislation to prevent companies advertising unhealthy foods to children. Kellogg's should look at making their products healthier. Another threat is increasing fuel prices. As the fuel prices increase, so too will the Kellogg's company's distribution costs.

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