Estudio De La Empresa Kellogs

1.-Introduction
This report examine the ways in which a specific multinational company, in this case Kellogg Company, the world leader producer of cereals, has used the international marketing mix in its overseas operations. It takes in consideration the ‘4 Ps’ of the marketing mix, the product, the price, the promotional activity and the place and look at two of them from an international pointof view (product and price). The report has been written based on case studies and a substantial research of information about the company, the market within it operates and its activities. It critically analyses them and explain the reasoning behind the choices that the company has made. At the end, it also suggests changes which the company could make to the international marketing mix over thenext few years in order to improve its situation.

2.-Company’s overview
Kellogg Company (Kellogg) is an American multinational producer of cereals and convenience food. It also manufactures and markets in breakfast foods, snack foods, cookies, and crackers. It employs 32,394 people and is headquartered in Michigan, USA, but Kellogg products are manufactured in 19 countries and marketed inmore than 180 countries around the world. (Kellogg’s.com)

Kellogg Company's business is broadly divided into two divisions: Kellogg North America and Kellogg International. Kellogg North America includes businesses in both the United States and Canada. Kellogg International is divided into businesses in Europe, Latin America, and Asia and Australia (Asia Pacific).
Kellogg's cereal products aremarketed under the Kellogg's brand, and are sold principally to the grocery trade through direct sales force. The company uses broker and distribution arrangements for certain products in less-developed market areas.
The company markets the other products under other brands to supermarkets in the US through a direct store-door (DSD) delivery system.
The company’s trademarks include logos anddepictions of certain animated characters in conjunction with its products that are famous all around the globe.
The company's key products and brands include:
Products:

* Ready-to-eat cereals
* Cookies
* Crackers toaster pastries
* Cereal bars
* Frozen waffles
* Meat alternatives

Brands:

* 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
* Kashi
3.-The macro environment analysis
PESTLE analysis
Political
The government has the food acts and there is also ACFM (Members of the Association of Cereal Food Manufacturers) which deal specifically on cereal issues

EconomicThe success is due to high usage but still threaten by the traditional breakfast. There are still opportunities to grow.

Socio-cultural
Initial target was school student but grew the to whole family members. The eating habit has evolved.

Technological Factors
The major players are seeking to diversify more and the production process is highly computerized.

International
Themajors are on every market in every country.

Legal
EU legislation regarding health, ingredients, labeling and storage. This legislation includes the Food Labeling Regulations and there is ACFM also and CEREAL.

Environment
The players are proactive in CSR and do sponsor a lot of event relating to diet.

SWOT analysis
Strengths * High brand recognition supports the innovation process *Strong advertising recollection * Geographically diversified and focused on global growth * Strong product innovation created sustainable growth | Weaknesses * Dependence on top customers for major portion of revenues * Product recalls hampering brand image * Slow erosion of US market share * Follower in pricing strategy |
Opportunities * Emerging health consciousness would...