Swot Analysis of Kellogs

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  • Topic: Kellogg Company, Will Keith Kellogg, John Harvey Kellogg
  • Pages : 9 (2908 words )
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  • Published : September 15, 2009
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COMPANY OVERVIEW
With 2008 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles and meat alternatives. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries around the world. Kellogg Company's business is broadly divided into two divisions: Kellogg North America and Kellogg International. Kellogg North America includes retail cereal, retail snacks, and frozen and specialty channels businesses in both the United States and Canada. Kellogg International is divided into businesses in Europe, Latin America, and Asia and Australia (Asia Pacific). The North American Retail Cereal business includes many of the Company's popular brands such asKellogg's Special K, Frosted Flakes, and Kashi, our natural brand. The North American Retail Snacks business includes Keebler cookies and crackers, such as Chips Deluxe and Cheez-It, wholesome snacks, such as Fruit Twistables fruit snacks and Nutri-Grain bars, and our popular toaster pastry brand, Pop-Tarts. The Frozen and Specialty Channels business includes brands such as Eggo, Morningstar Farms,and Worthington, and the food service, convenience store, vending, and drug store businesses. The Kellogg International business focuses almost exclusively on the cereal and wholesome snack categories within the respective regions. The European business includes cereal brands such as Kellogg's Special K and Crunchy Nut Cornflakes and wholesome snacks such as Special K bars. The Latin American business also focuses predominantly on cereal, including brands such as Zucaritas andKellogg's Corn Flakes, and wholesome snacks such as All-Bran bars. The Asia Pacific business includes cereals such as Kellogg's Bran Flakes and All-Bran in Japan and Nutri-Grain in Australia. Our snack brands in Asia Pacific include Special K bars, Nutri-Grain bars and Muesli bars.

Our Brands
We build Gr-r-reat brands and make the world a little happier by bringing our best to you. Since 1906, people just like you have come to know Kellogg as a company they can rely on for great-tasting, high-quality foods. With 2008 sales of nearly $13 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles and meat alternatives. The Company's brands include Kellogg's®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, Club®, Nutri-Grain®, Rice Krispies®, All-Bran®, Special K®, Mini-Wheats®, Chips Deluxe®, Sandies®, Morningstar Farms®, Famous Amos® and Kashi®. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries around the world. At Kellogg, we work hard at meeting the changing needs and demands of our consumers. That’s why we’re constantly working to enhance our products and develop new food innovations.

KELLOGG COMPANY MISSION STATEMENT
“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” Kellogg’s SWOT Analysis

Strengths
Control 42% of global market share for Pre-sweeter cereal, which is more than triple the market share of any of their competitors.

They have the strongest brand recognition and advertising recollection of all the cereal manufacturers

Weaknesses
Have not aggressively developed many new cereal lines in the past four years.
Slow erosion of their U.S. market sharein the past few years,
Follower in Pricing Strategy

Opportunities
International expansion is the biggest area for growth for Kellogg’s.
Kellogg can continue to slowly diversify, while still remaining in their core business area, which will increase their profitability.
If they can develop a better...
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