Kelloggs Case Study Management 18c4v

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INTRODUCTION  Established in 1906 & founded by “will keith kellogg”  Product is manufactured in 18 countries & marketed in more

than 180 countries around the world.  It is the world’s leading producer of cereal & leading producer of convenience foods in which includes cookies, crackers, toster, pastries, cereal bars, fruit flovour, snacks, frozen waffles & vegetarian foods.

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QUESTIONS 1. Identify Kellogg’s key internal and external Stakeholders. 2. Explain why employee engagement is so important to the success of Kellogg’s. 3. State two approaches that Kellogg’s uses to engage with external stakeholders in the UK. Analyse the strengths and weaknesses of each approach. 4. Evaluate the extent to which Kellogg’s initiatives to engage with communities in countries outside of the UK Kellogg’s vision and purpose.

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NTERNAL STAKEHOLDERS Internal stakeholders are those within an organisation who have a key interest in the organisation’s decisions. Kellogg’s key internal stakeholders comprises 

Management

 Employees  Shareholders

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EXTERNAL STAKEHOLDERS External stakeholders are ones who are outside of the organisation. Kellogg’s external stakeholders comprises 

Customers

 Suppliers  Communities  Charities  Governments

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STATE TWO APPROACHES

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COMMUNITIES  Kellogg's engage breakfast Club.

with

communities

through

its

 Independence research show that children who have breakfast at the start of day are able to concentrate for longer by maintaining their energy at school.  Kellogg’s therefore , through donations of cereals and money, breakfast clubs in schools across the UK, to make sure that all children have to healthy and nutritious breakfast.

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TEACHER ASSESSMENT BASE RESEARCH 

Student’s performance grades before breakfast club

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TEACHER ASSESSMENT BASE RESEARCH  Student’s performance grades after breakfast club

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STATE TWO APPROACHES 2.

CUSTOMERS  Kellogg’s engage with customer and potential customer through their advertising campaign.  Kellogg’s their products through TV, Print adverts, and Social Media.  This platform helps to create two way engagements with customers about its products as well as CSR initiatives.

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STRENGTH OF CASE STUDY  Case studies allow a lot of detail to be collected that would not normally be easily obtained by other research designs.  The data collected is normally a lot richer and of greater depth than can be found through other experimental designs.

WEAKNESSES OF CASE STUDY  It is also very difficult to draw a definite cause/effect from case studies

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STRENGTHS OF ADVERTISING CAMPAIGNS

 Mass Reach  Audio-visual appeal  Appeals to senses  Emotional  Intrusive  Targetable by program/content selection  Demonstration

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WEAKNESSES OF ADVERTISING CAMPAIGNS

 High production cost  High costs of entry  Switching off

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