Kelloggs Case Study

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Using aims and objectives to create a business strategy
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 organisations use is branding. A brand is a name, design, symbol or
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Any action within a large organisation needs to support a business direction. This direction is shown in the form of a broad statement of intent or aim, which everybody in the organisation can follow. An aim also helps those outside the organisation to understand the beliefs and principles of that business. Kellogg’s aim was to reinforce the importance of a balanced lifestyle so its consumers understand how a balanced diet and exercise can improve their lives.

GLOSSARY Corporate Responsibility (CR): way in which a business organisation is sensitive to all of the needs of individuals and organisations that it deals with. Aim: broad statement of intent providing a direction for an organisation, from which more specific objectives could be set. Objectives: specific and measurable targets that follow the aims of a business organisation. SMART objectives: framework for constructing objectives in a way that meets a business aim.

Creating business objectives
Having set an aim, managers make plans which include the right actions. These ensure that the aim is met. For an aim to be successful, it must be supported by specific business objectives that can be measured. Each of the objectives set for Kellogg was designed to contribute to a specified aim. Kellogg’s objectives were to: • encourage and support physical activity among all sectors of the population • use resources to sponsor activities and run physical activity focused community programmes for its

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