that people may be attracted to a food because it’s nutritious, but they continue to eat it because of flavor, freshness, value and convenience. A quarter of a century at the San taught W.K. Kellogg’s product innovation and drive for market expansion influences the Kellogg Company and the food industry around the world today. The ready-to-eat cereal innovation would change the way people eat breakfast worldwide. Kellogg’s newly formed Battle Creek Toasted Corn Flakes Company in 1906. Kellogg Company was formed when production of Kellogg’s Corn Flakes began at W.K. Kellogg Foundation, one of the world’s largest private charities, owns about 25% of the company. Furthering its non-cereal offerings, the company bought cookie and cracker giant Keebler Foods (Fudge Shoppe, Cheez-It), which became its Kellogg Snacks Division. As on-the-go consumers grow impatient with the traditional cereal-milk combo, Kellogg increasingly relies on snacks and convenience foods such as Eggo waffles, Nutri-Grain cereal bars, and Pop-Tarts to buff up its bottom line. Among its well-known brands are Frosted Flakes and Rice Krispies. Kellogg’s is the number one US breakfast cereal maker (a mere corn flake ahead of General Mills). These recommendations may be summed as: diversification, market development, product development and market penetration.
We come across different recommendations for Kellogg’s which will help the company retain its present market leader status. In each step we conduct different analysis using different matrices such as SWOT analysis, BCG or GSM and in the end QSPM to complete the analysis. This analysis is divided into three different parts: the input stage, the matching stage and the decision stage. Then with the present available data we conduct a strategic analysis of the company.
We first trace the history of inception of the company with a novel product and then find out how its strategies have evolved to remain a market leader.
The study is based mostly 2007 financial data of the company as well as the industry. In this paper we study the history of the company, the financial and marketing history of the company. The paper studies the strategic position of Kellogg Company and the strategies it may take in future.
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