Organizational Behavior United States Report 2022

Organizational Behaviour 0
Organizational Behaviour
0

Organizational Behaviour 1
Table of Contents
I. Introduction........................................................................................................................................2
II. Strategy, Goals and Effectiveness.....................................................................................................2
III. Structure..........................................................................................................................................4
IV. The Environment.............................................................................................................................4
V. Interorganizational relationship (Chapter 5).....................................................................................7
VI. Manufacturing and service technology (Chapter 7).........................................................................8
VII. Organizational size, life cycle and control methods (Chapter 9)....................................................9
VIII. Organizational culture and ethical values...................................................................................10
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11
1

Organizational Behaviour 2
I. Introduction
The brand name Kellogg’s is enormously popular worldwide. The Kellogg’s Company was
established in 1906 in United States. Internationally the most noteworthy breakfast cereal producing
brand is Kellogg’s undoubtedly. It majorly promotes instant healthy and tasty breakfast cereals, for
instance-corn flakes, chocos cornflakes, and other food items as well. The Kellogg’s Company
operates in 180 countries and it has vast manufacturing units in 18 countries.
Kellogg’s emphasizes on customer satisfaction thus they always try to introduce wide range and
variety of cornflakes to satisfy customers’ urge of tasting unique breakfast cereals. In 2003 newly
launched brand by Kellogg’s – ‘Crunchy Nuts’ created an impactful brand value globally. Kellogg’s
has created a benchmark in food manufacturing industry, by perpetually producing new range of
products. It also embraces K-values which defines prior decision-making strategies and focuses on
organizational behaviour.
The major goal of the company is to serve healthy foods for the customers and enhance the entire
world with foods which strive to make life easier. The foremost priority of this brand is to enrich
customer’s requirements. It gives ample amount of priority on the eco-system and it strives for
decreasing adverse effects on environment which enables it to secure its future endeavours. These
values have been beneficial for Kellogg’s to sustain in the food industry for over 100years and it
continues its legacy by working tirelessly.
II. Strategy, Goals and Effectiveness
Goals:
The main mission of Kellogg’s is to create a long-term growth to fetch profit and it emphasizes on
improving its international leadership position by providing healthy yet finest quality of food
products. The official goal of Kellogg’s is to reinforce the priority of nutritious diet food, in order to
ensure customer’s need of adapting a healthy lifestyle. The operative goal of the Kellogg’s Company
is to provide superior quality of healthy breakfast cereals worldwide, effective management of supply-
chain and to motivate the employees for uplifting productivity (Kanfer & Chen, 2016). Work
efficiency, proper supply-chain management, following the mission and vision of organization,
enriching customer satisfaction and cultural diversity- all these aspects help Kellogg’s to measure its
outcomes positively.
Porter’s Five Force Model:
Porter’s generic strategy defines that by implementing suitable strategies a company can achieve
competitive advantage. This framework emphasizes on mainly three strategies- cost-leadership,
differentiation and focus. Michael Porter’s theory implies that there are five forces which influence an
2

Organizational Behaviour 3
industry, which consist of supplier power, barriers to entry, buyer power, threat of substitutes and
degree of rivalry. Kellogg’s has medium supplier power, oats can be extensive due to extensive forces
and it eventually will increase the cost of the product which customers have to pay (Kanfer & Chen,
2016). Buyer power is high as it markets its products in stores and supermarkets globally and they
gain huge profit from breakfast cereals. There is a wide range of substitutes for Kellogg’s are
available, as it provides breakfast meals such as-cornflakes. Toast, fruits, oats, yoga bars can be
consumed as breakfast meal as well. In this competitive world two major companies can enter cereal
business PepsiCo and Kraft. The major rival of Kellogg’s is General Mills and the rivalry is extremely
high as both the companies are at the mature sate of life cycle.
Figure1: Porter’s Five Force Model
(Source: self-made)
Kellogg’s strategic constituents:
The six components which can measure the effectiveness of Kellogg’s are – Branding, Brand logo
design, product positioning, influencing customers’ viewpoint, consumer confidence and product
choice based upon perceptions. These aspects of strategic planning need to be included for the benefit
of the company. The stakeholders need to be the crucial priority for Kellogg’s and abiding
government guidelines is also essential (Gagné, 2018). Efficient branding and promotional strategies
can easily increase the sales rate of products; suitable logo design creates a massive impact on
consumers, providing immense focus on customer satisfaction is also important. Respecting
consumer’s financial situation and product positioning according to that can develop the revenue
3
Kellogg’
s
Customer
Power
Threats
of New
Entrants
Threats f
Substitute
Products
Rivarly
Within
Industry
Supplier
Power