Swot Analysis

There has been an increase the varieties of cereals that are available in the UK market, weather it be for dietary reasons such as gluten-free or nut allergy, the market has done

External Environmental Analysis We chose Kellogg’s cereal category because Kellogg’s has over 100 years history and we have14 kinds of breakfast cereal products. Our products sell to 180 countries across the world. Our mission is still to provide you and your family with better breakfasts that lead to better days, and now you eat flake corn is the same way W.K. did back in 1898. It just tastes better that way. Kellogg’s cereal provides a variety of nutrition’s cereals that deliver the benefits of grains, and provide important nutrients like iron, B vitamins, zinc and fibre.

The cereal market is a booming industry. It has been around for over one hundred years and continues to attract millions of customers’ everyday. The market structure of the cereal industry is an Oligopoly. This is because there are four large firms, Kellogg, General Mills, Post, and Quaker Oats, which dominate the industry.

In the past 60 months Kellogg has had a revenue growth of 6.5% and an earnings per

Kellogg CompanyKellogg Company is a multinational Group of company that manufactures delicious and healthy food products. The Company operates with Battle Green, Michigan as headquarters. Kellogg’s produces cereal food products such as the toaster pastries, crackers, cereal bars, frozen waffles, fruit flavored snacks and plenty of vegetarian healthy snacks. They live up to their motto, ‘Nourishing families so they can flourish and thrive.” You can also grab wonderful jobs from their distribution centers located in Chicago, Aurora, Oak Brook and Western Stephenson County etc. in Illinois. You would need to visit the company’s website to find out more about the company.

Special K is a successful brand, with a good level of innovation and communication. It has reached many consumers; especially women aged 20 to 40 yearsold, focusing on key elements such as beauty, shape, and weight loss. People are ready to pay more for Special K cereals, positioned as high quality products, with higher prices as competitors’. As the

Kellogg’s seeks to concentrate on nutrition and physical fitness through product donation for the hungry, as well as programs that educate families about nutrition that nourishing families so they can have a healthy living’(Kelloggcompany, 2011).

Growing up during the time when I was considered a "latch key kid", I know how easy it was to persuade guilty parents to buy cereals that I liked. During my childhood days, typically after school, commercials would run in between watching cartoons, advertising happy families at the breakfast table eating cereal that had colorful characters and promising a toy in each box. However, General Mills began advertising that their cereal was made from "whole grain", therefore implying that a healthier cereal option, which often were not. "Those messages are often contain misleading messages appealing to the benefits of eating high-sugar cereals and leading to believe high-sugar cereals are healthy choices" (Song, Halvorsen & Harley, 2014, p. 575). The rabbit on the box of Trixx, the bird on the Cocoa Puffs (that we went coocoo for), the leprachon on the lucky charms, the Captain on Captain Crunch, etc. all served as cereal from memories.

The cheerios brand from the organization Nestle has been around for years and is a well known cereal / brand still with a significant share in the breakfast cereal market of 3%.

Kellogg’s cereal provides a variety of nutrition’s cereals that deliver the benefits of grains, and provide important nutrients like iron, B vitamins, zinc and fibre.

From ready-to-eat cereal to convenient meals to wholesome snacks, General Mills is one of the biggest food products manufacturers and competes in growing food categories that are on-trend with consumer tastes around the world. The company markets many well-known brands, such as Haagen Daazs, Yoplait, Betty Crocker, Totinos, and Cheerios, among others. Main rivals include Kellogg, Kraft, Conagra Foods, and Sara Lee. General Mills sells its products in three segments: U.S. retail (63% of net sales), International (25% of net sales), and Bakeries and Foodservices (12% of net sales). In addition, General Mills sells cereals and ice cream through its Cereal Partners Worldwide and Haagen Daazs Japan

Kellogg’s is a company that produces and sells cereals, fruit flavored snacks, breakfast biscuits, beverage, crackers, toasters pastries,

giant multinational breakfast foods company United Cereal, portrays the background of a launch decision for a new cereal product, the ‘Healthy Berry Crunch’.

Nestle has its own distribution network which is equipped with the all necessary facilities. It transports all of its products at major regional sales offices which are situated at different cities of the country. These distribution centers have their own van along with the sales staff who sells and transports good to the small retailers.

Secondly, the price of half kg packet of Kellogg’s cornflakes was itself much higher when compared to its traditional competitors Kellogg as a brand was basically intended to be focused at the working class consumer. But high prices made consumers to buy their products not on a regular basis and ignoring its nutritional