Kellogg's was founded in 1906 and sells well-known cereal brands worldwide like Corn Flakes and Frosted Flakes. While cereal is its core business, Kellogg's also sells snacks and convenience foods. Its vision is to enrich lives through foods and brands that matter, and its mission is to provide nutritious, superior value food products globally to build long-term growth. In 2012-2013, Kellogg's strategy focused on strengthening its megabrands, pursuing global opportunities, innovating new products, and acquiring companies to expand its business and maximize profits.
2. Company profile of Kellogg’s
• Kellogg, founded in 1906, boasts many familiar brand names, including
Kellogg's Corn Flakes, Frosted Flakes, Corn Pops, and Rice Krispies.
• Michigan-based Kellogg Company is in a constant battle for the #1 spot in
the US cereal market with its main rival, General Mills. (General Mills'
fiscal 2012 sales totaled about $16.6 billion, compared to Kellogg's $14.2
billion.)
• While the company works to fill the world's cereal bowls, it supplements
its bottom line with snacks and cookies (Keebler, Cheez-It, and Famous
Amos), along with convenience foods such as Eggo waffles and Nutri-
Grain and Bear Naked cereal bars.
• Its products are sold in more than 180 countries worldwide.
3. Vision and Mission of Kellogg's
Vision-
“To enrich and delight the world
through foods and brands that matter.”
4. Mission-
"Kellogg is a global company
committed to building long-term growth in
volume and profit and to enhancing its
worldwide leadership position by providing
nutritious food products of superior value.”
5. Decoding Mission Statement
Factors Statement
Product/Service providing nutritious food products
Means that they provide products in
food category
Market global company
Means catering to global market
Survival, Growth & Profit committed to building long-term
growth in volume and profit
Means that they have a long term
growth plan which entails increase in
volume as well as profit
Technology food products of superior value
Means that they use high end
technology for preparing superior
quality of food.
6.
7. Strategy of Kellog’s
• In 2012, Kellog’s continued to execute a strategy based on
fundamental strengths
• It included
the expanding family of megabrands,
strong global opportunities
powerful pipeline of product innovations
people across the globe
Kellogg is a global company committed to building long-term growth in volume and profit and to enhancing its worldwide leadership position by providing nutritious food products of superior value
To enrich and delight the world through foods and brands that matter Kellogg is a global company committed to building long-term growth in volume and profit and to enhancing its worldwide leadership position by providing nutritious food products of superior value Amity Business School
