Total Allignment At Kellogs

Management Summary




Giving the right importance to health is vital to achieving a good life balance. Regardless of the age, gender or culture, a commitment to nourishment is the guarantee to benefiting from a healthy lifestyle. Breakfast is not only the most important meal of the day, but the opportunity to provide the body with the main sources of nutrients, vitamins and minerals. Allthese may be found in the entire variety of products that are offered by Kellogg’s, a renowned company, aligned on the concern of the wellbeing of families around the world.

In addition to playing an important role in overall health, having a good nutrition is key to preventing a number of issues, including obesity, digestive health, diabetes, heart desease and others. Eating breakfast mayhelp children do better in school by improving memory, test grades, school attendance, psycho-social function and mood. This is why Kellogg’s works passionately towards helping families achieve their best by providing delicious ways to make a positive impact on their daily lifes.
Determining the right strategies, operating principles, and focus while being socially and environmentally responsibleis the key to being a competitive and successful player. To guarantee this, the establishment of an Alignment Map will provide the proper tools to define the correct strategies to achieve Kellogg’s vision.


















Introduction

Kellogg’s is a company oriented to enrich and delight its customers and consumers through foods and brands that matter . As a foodindustry leader, the main purpose of Kellogg’s is having the opportunity to nourish families while striving to satisfy a variety of tastes through a wide range of products. Therefore working on the nutritional value to offer food, which is minimally processed and rich in nutrients is the key to engaging consumers with the Kellogg’s vision.
Although this approach has always characterized Kellogg’s ithas only recently been implemented since 2011 with the arrival of the new CEO, John A. Bryant. The former vision statement was oriented towards profit and market share gain, whereas now, Kellogg’s strives to target the adequate nutrition and satisfaction of preferences of consumers around the world.

As founder, W.K. Kellogg sought to “invest my money in people.” Kellogg has maintained that asa legacy, guaranteeing the commitment to society. This is done not only by being concerned on selling nutritious products which promote healthy lifestyles, but also by including environmental responsibility in both the production process.



















ALIGNMENT MAP

Successful companies have well defined vision and strategies. Nevertheless, executioncomes as a challenge when striving to be competitive in an uncertain environment. Achieving success requires understanding the needs and struggles that a company faces, while moving ahead and working motivated towards the same direction. The purpose of this map is to serve as the frame for aligning objectives with performance requirements, please refer to Appendix 1.

Vision Indicators

1. MarketShare: because of Kellogg’s global presence, the market share is measured in three geographical areas; North America, Europe, Latin America and Asia Pacific. The indicator will measure: “% of market share per region”.

2. Nutrition: The main indicator which can be determined in order to measure the focus on nutrition is: “% of revenues as expenditures for R&D”, since it assures that Kellogg’sis striving to find the best ways to keep producing it’s appealing products, while reducing the amount of trans fats, sodium and sugar, and at the same time increasing the amount of fiber and vitamins. These nutritional value facts are those, which have a deeper influence in all health conscious consumers. An approach to teaching consumers about nutrition is through digital media, therefore it...