Swot Analysis Of Kellogg's

2539 Words11 Pages

Coverpage

INDEX
COMPANY PROFILE

COMPANY PROFILE:
Introduction
Kellogg’s is a multinational food production company headquartered in Michigan, United States that manufactures cereals, snacks and frozen foods. It is spread over 180 countries in North America, Latin & South America, Europe & the Middle East, Africa, Asia, and Oceania.
The company divides its market into six key segments. The core segment is thebreakfast cereals. Other segments include 'Simply Wholesome ' products such as Kashi Muesli, shape Management products such as Special K and 'Inner Health ' lines, brand preferred by children such as Frosties, Chocos, etc.
History
The Kellogg Company was founded in 1898 by W. K. Kellogg and his …show more content…

The business has growth 140% since 2001
Coco Pops, Frosties and Special K are amongst many others that have been added to Kellogg 's repertoire in subsequent years.

KELLOGG INDIA
The Government of India, opened the doors for international trade, new firms found Indian market an interactive enough to set up their operations here. Kellogg’s was also a part of the series.
Kellogg India Ltd. (Kellogg’s), the wholly owned subsidiary of the US$ 7-billion Kellogg Company, entered the 3000- ton cereal market in 1994, and invested more than US $30 million into launching its number one brand, Corn Flakes in India. The news was greeted optimistically by Indian economic experts such asBhagirat B
Merchant, who in 1994 was the director of the Bombay Stock Exchange. ‘Even if
Kellogg’s has only a two percent market share, at 18 million consumers they will have a larger market than in the US itself,’ he said at the time.

However, the people of India found the whole concept of eating breakfast cereal …show more content…

It has shown high degree of flexibility and adaptability towards consumer needs.
Time Saving: A quick breakfast product. Easy to make.
Health benefits: High nutritional value
Product range & variety

Weakness
The cost has always been a hindrance to the company. Even though the consumers liked the taste, the product was too expensive initially.
The product was not adopted to the Indian taste or Indian traditional food habit.
The company was not able to evaluate the market correctly .
Wrong evaluation of projection in market demand
It was difficult for the Indian consumer to have cereals as a breakfast meal on daily basis. It can be little monotonous
Weak distribution network initially-mainly available in urban & semi-urban areas.

Opportunity
Introduction of new trend with nutritional value in breakfast.
The changing lifestyle of people demands of ready to eat healthy and fast foods.
The company has scope to enter to enter untapped markets and has a large audience to cater to.

Threats
The markets which are not accustomed to the habit of consuming processed food. They do not go with the idea of consuming packaged food rather prefer fresh and traditional approach of

Open Document