This report attempts to evaluate the success of Kellogg’s as an organisation due to their diverse product portfolio and how other factors such as CSR and quality control impact their products. Kellogg’s is an America Multinational manufacturer that specialises in healthy and nutritional breakfast foods. It began when its founder, W.K. Kellogg, and his brother, Dr. John Harvey Kellogg mistakenly flaked wheat berries in an attempt to create a granola bar, and continued to experiment with this failure until they invented the recipe for Kellogg’s Corn Flakes. Some of the organisations famous brands now include; Special K, All Bran, Cheez-It, Pringles, Keebler, Rice Krispies, Coco Pops, Frosted Flakes and Froot Loops which all include various snacks and breakfast products. The analytical tool I will use to evaluate Kellogg’s product portfolio is known as SWOT analysis. It allows me to evaluate the internal strengths and weaknesses as well as the external opportunities and threats of their diverse product portfolio and how it has led their success.
Research Methods and Sources:
One method of desk research I conducted was viewing Kellogg’s own website. This contained accurate information on their organisation and the range of products they currently offer. With it, I was able to research the organisation’s history and
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This means they are targeting these products at a large and diverse market, aiming to maximise sales and profits through various consumers (see appendix for evidence). Kellogg’s main target market is health conscious families with children. This is evident in their promise to provide healthier breakfast options such as Special K and their brands that appeal to children like Rice Krispies. Having a healthy and diverse portfolio is a strength to the business as healthy living is a modern trend within society and Kellogg’s will appeal to a vast market of healthy