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Essay / Research Paper Abstract
This 4 page paper discusses the cereal industry and its trends and Kellogg Company, in particular. The writer discusses the company's strengths, weaknesses, opportunities, and threats and provides recommendations. Bibliography lists 7 sources.
Page Count:
4 pages (~225 words per page)
File: MM12_PGkellog.RTF
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7 percent increase in cereal sales in North America with a 4 percent increase in the U.S. (just-food.com NA). Sales of snacks rose by 11 percent but overall global sales
for the company rose by 12 percent by mid-2007 (just-food.com NA). Chief Executive Davids MacKay said that the company had invested heavily in brand-building and looking towards regions and products
that would increase sales and revenue (just-food.com NA). Kelloggs brands include Kelloggs, Keebler, Eggo, Cheez-It, Mini-Wheats, Pop-Tarts, Rice Krispies, Special K, All-Bran, Fruit Loops, Yogos Rollers, Sandies, Famous Amos, Chips
Deluxe, Morningstar Farms and Murray (Kelloggs). In recent times, the company introduced 23 new products to the market (Kelloggs). These included All-Bran Fiber Bar Apple Cinnamon Streusel, a multigrain high
fiber snack, Special K Bliss Bar Orange and a number of other healthier multi-grain bars and crackers (Kelloggs). Another strategy Kelloggs uses to expand and retain their market position is
to acquire companies. Most recently, they acquired The United Bakers Group, which is one of the "largest cracker, biscuit and breakfast cereal producers" (PR Newswire 2008) in Russia (PR Newswire
2008). This companys products sell under the Yantar and Lyubyatovo brands and hold the number one or two position in the market (PR Newswire 2008). One important trend
in this market over the last decade and longer is for healthier foods in every category. Consumers are far more health-conscious today than they were even fifteen years ago. Popular
mass media consistently reports consumers demand for products with fiber, less sugar, less salt and so on. In fact, Lyons (39) reports this is the strongest driving forces in the
cereal market. Even more specifically, there is a driving forced for oats. Lyons states: "The nations rediscovery of oats has triggered a revolution in the breakfast market, as consumers seek
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