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Financial Performance Report Kellog

Added on - 03 Dec 2019

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FINANCIALSTATEMENTANALYSIS
TABLE OF CONTENTSFINANCIAL STATEMENT ANALYSIS......................................................................................1Introduction......................................................................................................................................1Brief history.................................................................................................................................1Company operations....................................................................................................................1Competitors..................................................................................................................................2Market concentration...................................................................................................................3Analysis...........................................................................................................................................4Market price per share.................................................................................................................4Market Conditions.......................................................................................................................4Financial Analysis...........................................................................................................................6Interpretation................................................................................................................................9Conclusion.......................................................................................................................................9Recommendations..........................................................................................................................10References......................................................................................................................................11
IntroductionFinancial information produced from the statements is of great importance for thecompany and its various stakeholders. All of them fulfil their respective financial goals andobjectives. The purpose of this research report is to analyse the financial performance of anorganization named Kellog. It will analyse the impact of market conditions on the businessperformance. At last the report will also do the ratio analysis for the business.Brief historyKellogg’s is an American multinational food manufacturing organization headquarteredin Battle Creek, Michigan in United States. The brand was founded as the Battle Creek ToastedCorn Flake Company in the year 1906. From 1969 to 1977, it acquired various small businessesincluding Salada Foods, Eggo, Fearn International, Pure Packed Food etc. In the year 2001 itmade its largest acquisition over the Keebler Company (Kellogs,Investors relations,2014). Inthe year 2012 the brand became the world’s largest snack food organization by acquiring thePringles potato chips brand from Procter & Gamble.Company operationsKellogg’s produced cereal, convenience foods, cookies, crackers, toaster pastries andmany other items. Some of the famous brands of the company are Froot Loops, Corn Flakes,Rice Krispes, Eggo, Nutri-Grain etc. The products are manufactured in 18 countries and aremarketed in over 180 countries (Kellogs, Annual Reports, 2014). The largest factor for Kellogg’sis at Trafford Park in Manchester, United Kingdom. The factory produces more cornflakes thanany other company’s factory across the world.1
Figure1: US market share of Kellogg’s(Source:Kellogs, Annual Reports, 2014)The above figure shows the market share of Kellogg’s in USA. It can be seen that it holdsthe biggest market share that is of 34%. It reflects the dominance of the brand within the market.Figure2: Kellogg company segments(Source:Kellogs, Annual Reports, 2014)The above figure shows the market size of the company across the world. After USA, thebrand shows its dominance in the European market. It holds 20.45% share of the worldwidemarket (Kellogs,Investors relations,2014). It shows that Kellogg’s operates on a very largescale and has achieved great expansion across the globe.CompetitorsCompany is in a constant battle for the number one position in the USA cereal marketwith its main rival named General Mills. The other top competitors for the brand are Nestle,2
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