Posted: November 20th, 2014

case study; Kellogg Kellogg Company, Ltd.

case study;  Kellogg Kellogg Company, Ltd.

Project description
With sales in 2009 of $ 12.5 billion, Kellogg Kellogg Company, Ltd. was established in 1906 in Battle Creek, Michigan, and is considered the world’s largest producer

of breakfast cereals and main product of comfort foods. Brands are covered by the company is the Kellogg Kellogg’s, Kepler Keebler, Pop Taarts Pop-Tarts, Igo Eggo,

Chezat Cheez-It, Club Club, Niotra Grain Nutri-Grain, Rice Crespz Rice Krispies, Sbaishel Kay Special K, the first Bran All-Bran, Mini Wits Mini-Wheats, Morning Star

Farms MorningStar Farms, Vaemus Amos Famous Amos, Reddy crust Ready Crust, and Kashi Tresor Kashi and Tresor. Kellogg products manufacturers in 18 countries around the

world and marketed in more than 180 countries.

Although she has achieved worldwide success, Head of Marketing expressed concern about the company’s sales of breakfast cereals in the Arab Gulf states (for example,

Saudi Arabia, Qatar, UAE and Kuwait). Brands include the following for the company from breakfast cereals Kellogg Korn Vleix, Coco Pops, Spchal Kay. The expatriates in

these areas, are easy targets for the company overall. Unlike the Arabs, who rarely include breakfast foods habits in any products abnormal whatever “healthy” or

“supported by vitamins.” So competition with traditional Arabic breakfast foods such as fresh salads, beans, cheese and yoghurt were hard.

Brkbank says: “The Arabs consumers have a number of very wide choice at breakfast which makes breakfast cereals is distinctive. Most of the growth of the company comes

from the increased use of consumer products who are basically buying breakfast cereals.” Brkbank also says, “that we can not do is increase the number of consumers who

buy breakfast cereals so that consumers who buy grain originally they consume only for breakfast and thereby increase their consumption of grain.”

Traditional Arabic breakfast foods is not the cause of the problems faced by the Kellogg Company. Chief Marketing Officer that has explained, “One of the biggest

problems we face in the Gulf countries is that breakfast cereals are called Goodies and symbolized in the Arab to the food fun for kids,” and continues by saying,

“which associates the products viz fun and puts it in the category of foods occasions and not breakfast. “And adds, “understand they see as a quick and easy to prepare

foods and delicious for boys, especially in the exotic and rare times rather than a nutritious start to the day.”

But Is not the point of view is correct? Most mothers do not tend to choose fresh tomatoes and cheese instead of the cuckoo pops? Especially the increase in public

awareness campaigns and warnings about the risk of obesity in children and diabetes and heart disease?

Question

what is the main problem faced by the Kellogg Company in the Persian Gulf and how the company can solve it?

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