Kellog's Case
Fundamentals of corporate strategy
Student: Jesse Trost
Case study: Kellog‘s
Date: 01.10.2013
Question 1: Explain what is meant by a premium brand.
Generally speaking, one can say a premium brand is a brand of excellent quality and value. Futhermore, a premium brand is a brand that has a particular value to a market because of the design, inventiveness and quality that it provides. In addition to this, a successful brand name will encourage loyalty amongst consumers who will be more likely to buy the product on a regular basis.
So a brand is considered to be premium only when the customers believe the brand is worth the price one is paying for it. In other words, the vendor is able to charge more for a product even if the competition provides a similar product or service at a lower price.
Regarding Kellog‘s, one can say it is a premium brand not only because of its wide range of products and 42% of the market share of the value ot the UK‘s cereal market but also because the consumers are confident that they receive a high quality product when they buy a Kellog‘s merchandise
Question 2: Describe the difference between an aim and an objective.
Before differentiating between an aim and an objective on should first define the specific meaning of these two words in the management context.
An aim is a goal. It is something a company wants to achieve. Moreover, it helps people to understand the beliefs and principles of that business
An objective is a more precise statement of the goal. It is designed to contribute to a specific aim. Therfore, it has to be specific, measurable and realistic.
To make it more clear one can take Kellog‘s as an example. Their aim was was to clarify the importance of a balanced lifestyle to the consumers. To achieve this aim Kellog‘s set several objectives, such as increasing the association between Kellog‘s and sports or even encouring and supporting physical activities.
Question 3: Outline the purpose of Kellog‘s work
Student: Jesse Trost
Case study: Kellog‘s
Date: 01.10.2013
Question 1: Explain what is meant by a premium brand.
Generally speaking, one can say a premium brand is a brand of excellent quality and value. Futhermore, a premium brand is a brand that has a particular value to a market because of the design, inventiveness and quality that it provides. In addition to this, a successful brand name will encourage loyalty amongst consumers who will be more likely to buy the product on a regular basis.
So a brand is considered to be premium only when the customers believe the brand is worth the price one is paying for it. In other words, the vendor is able to charge more for a product even if the competition provides a similar product or service at a lower price.
Regarding Kellog‘s, one can say it is a premium brand not only because of its wide range of products and 42% of the market share of the value ot the UK‘s cereal market but also because the consumers are confident that they receive a high quality product when they buy a Kellog‘s merchandise
Question 2: Describe the difference between an aim and an objective.
Before differentiating between an aim and an objective on should first define the specific meaning of these two words in the management context.
An aim is a goal. It is something a company wants to achieve. Moreover, it helps people to understand the beliefs and principles of that business
An objective is a more precise statement of the goal. It is designed to contribute to a specific aim. Therfore, it has to be specific, measurable and realistic.
To make it more clear one can take Kellog‘s as an example. Their aim was was to clarify the importance of a balanced lifestyle to the consumers. To achieve this aim Kellog‘s set several objectives, such as increasing the association between Kellog‘s and sports or even encouring and supporting physical activities.
Question 3: Outline the purpose of Kellog‘s work