Professional Documents
Culture Documents
PP 29
PP 29
Kellogg Company Mission Statement
Market development
- Maintain global position
Diversification
- Introduction of new products to fit new customers
needs
elloggƍs SWOT Analysis
Strengths
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Com etitive Force Analysis
Hi Barriers to Entry
! eting - eed
need o
to compee
compete st
s cue
b ds h h ve bee es blshed houh l e
dves d pomoo l effos (.v., coupo)
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Cocoa Kris ies
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Critique of the Plan
Key-
Area re s
Merchandisers
istribution
' Penetration - Chain tore
Inde endent
whoeaer
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afe
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' Eveal - Ea Aa
Issues
' Cv Res sbles
- A e saas
- aele ea
- ubl
Publ ga su
' Eal Issues - Nual eua
ual
- !e a eque
ericaƍs °o 10 R-
R-°-E
Cereals
1. Frosted Flakes 6. woney Nut
2. Cheerios Cheerios
3. Frosted Mini-
Mini-Wheat 7. Raisin Bran
4. Corn Flakes 8. Fruit Loops
5. Rice Krispies/Cocoa 9. Special K
Krispies 10. Corn Pops
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Sources
' Kellogg - Mike Culverson / Cusoer ervie
' Farer Jakƞs - Ron Van Ese / Cereal buer
' Media Week - Ma98 / oeing
oeing e Under M oseơ
' Business Week - Wednesda, Ma 29, 2002 ƠKellogg Co.ơ
' WWW.indusreek.o - ƠFood Indusr Fousơ
' Field Visis - Kroger, Farer Jakƞs, Targe, Rie-
Rie-Aid.
' Florida un eninel - Feb. 7, 1998 / Robin Fields / ƠGe Ta One
Mo
' e PD Group - Mar, 2001/ Ơe el Annual Repor on Eaing
Paerns in Aeria
' Kellogg - .Kellogg's.o
' p://aul.sba.udaon.edu.senk.kellase.
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