1、,KiraEcorRose,Structure,BackgroundandHistoryManagementMissionandVisionLineofbusinessandBrandsProductdevelopmentMarketingplanningOrganizationaloperationsGeographicaloperationsRecentFinancialperformanceFutureProspect:Strategicplans,Part1,-Kira,BackgroundHistory,CreatedthedeliciousrecipeforKelloggsCorn

2、Flakesin1898TheBattleCreekToastedCornFlakeCompanywasfoundedin1906,BackgroundHistory,In1914,CornFlakesIn1942-1945,KelloggsemployeesweresoldinCanadaproudlyproducedK-rationsfortheU.S.armedforcesoverseasduringWorldWarII,BackgroundHistory,In1969,theKelloggCompanywashonoredtoprovidebreakfastforthelegendar

3、yNeilArmstrongIn2006,theKelloggCompanycelebratedtheir100-yearcommitmenttonutrition,healthandquality,Management,SelectthetargetMergersandacquisitionshaveimprovedtogetherwithKelloggsgrowthplansSealthedealDuediligenceFocusonIntegrationKelloggsapplieditssnackbusinessintoKeeblersoperationsCorrecttheerror

4、Culturalconflict&Corporatevalues,Mission&Vision,ShareNutritionAtKelloggs,theyLOVEbreakfast.Tothemitssomuchmorethanjustameal.Theypassionatelybelieveinthepowerandpromisethatcomesfromeatingtherightbreakfast.,Mission&Vision,Kelloggscontinuedfocusonthedevelopmentofnutritiouscerealbreakfastsformorethanace

5、ntury.Kelloggscommittedtothepeoplearoundtheworldtoprovidemorenutritious,delicious,convenientbreakfast.,Lineofbusiness&Brands,CookiesCrackersToasterpastriesCerealbarsFruit-flavoredsnacksFrozenwafflesVeggiefoods,Lineofbusiness&Brands,KeeblerChipsDeluxeNavigableTMFamousAmosEggoSandiesAll-BranAustinMini

6、-WheatsClubNutri-GrainMurray,RiceKrispiesKashiSpecialKBearNakedMorningstarFarmGardenburgerStretchIslandCheez-It,Productdevelopment,Kelloggshasthehealthycoarsegrainsseries,thegoldencornseries,andthequalitygrainseries.,Productdevelopment,CornFlakesKelloggsoats,Productdevelopment,NewproductGranolaUsing

7、aspecialprocess,thehoneysyrup,andgraingluetomakeitcluster,togetherwiththefruitmadeoftasteofthefruitcereal.ItischosenfromBelgiancerealswith5fruits:strawberries,apples,bananas,grapes,blueberriesandpeach.,Part2,-Ecor,marketingplanning,Segmentationinvolvesdividingthemarketofpotentialcustomersintohomogen

8、ousgroups.Thesegroupsmaybedistinguishedintermsoftheirbehavior,attitudes,demographiccharacteristics,age,gender,workstatus,socialclassetc.Targetmarketingfollowsonfromtheinitialsegmentationdecision.,CustomerSegments,Kids&theirmomsKelloggstargettheseproductsatchildrenasafuncerealandtheyalsoassociatedthe

9、cerealwithcharacterstocatchthekidsinterest.,CustomerSegments,Collegestudents&youngstaffsNeedaquickwaytofinishtheirnutritiousbreakfast.Thetasteismoresuitableforyoungadults.,Targetmarketing,Targetingmeansselectingparticularcustomersorcustomergroupsatwhichtoaimthefirmsmarketingmix.Itmayinvolvethedevelo

10、pmentofdifferentmarketingmixesfordifferentsegments.KelloggCompanyissellingafiberrichcerealproductthusittargetseveryindividualthatwantstoleaveafitandhealthylife.,Competition,ComparedwithQuaker,Kelloggsiseasierforpeopletocopewith.Youjustneedtopourthemilkintoabowlofcereal,thenyoucanstartyourbreakfast.A

11、sforQuaker,youneedtocookthecereal.Itismorecomplextohaveabreakfast.,Competiton,Nestle,Kelloggs,OrganizationalOperations,Togrowthebusiness,Kelloggchooseatalented、diverseworkforceandaninclusivecorporateculture.Adiverseworkforcecanhelpacompanytoensurethatitunderstandthetastesandneedsofitsdiverseconsumer

12、base.,Geographicaloperations,Thefoodcompanymanufacturesitsproductsin20countries,marketingtheminmorethan180countries.Itgenerates63%ofitsrevenuesintheUS.,Part3,-Rose,BalanceSheet,IncomeStatement,GROWTHRATESandPROFITABILITYRATIOS,KelloggCompany3-yearstockpricewithSP500,Valuation,FutureProspective:2020G

13、ROWTHPLAN,1.WininBreakfast,Breakfastcerealgeneratesmorethan$400billioninsalesofKelloggCompanygloballyeachyear.Italsocomprisesabout45percentoftheglobalsales.,2.BeaGlobalSnacksPowerhouse,Snacksgenerate$230billionintotalworldwidesalesannuallyandrepresentalmost50percentofglobalsales.renovatedsnackfoodst

14、obemoreontrendwithconsumerpreferences.(healthierandnatural)focusonacceleratinggrowthinourU.S.cookiesandcrackersbusiness,takinganeverbiggerbiteofthesnackscategorywithincreasinglypopularbrands.,3.DoubleOurEmergingMarketEngine,Asianmarket:double-digitgrowthoverthepastyear.EspeciallyinJapan,SouthKoreaAf

15、ricanmarket:SouthAfricaaremakinggreatstridesinexpanding.SteppingintoNorthAfricamarket,haverecentacquisitionsinEgypt,3.DoubleOurEmergingMarketEngine,triplebusinessinArabia,whiledoublingitinRussia.MexicoisanotherfocusofcompanysgrowthplaninBrazil,arobusteconomyandlargepopulationbaseofferampleopportunityfordramaticgrowth.,4.WinWheretheShopperShops,makingcertainproductswithincustomerarmsreach.(makethepr