Kellogg-Sustainable Marketing Assignment
Added on 2019-10-18
19 Pages3652 Words465 Views
KELLOGG-SUSTAINABLEMARKETINGCase StudyNameSubmitted toDate
Kellogg-Sustainable MarketingTable of ContentsIntroduction......................................................................................................................................2Triple Bottom Line-Mission and Purpose...................................................................................2Kellogg........................................................................................................................................3Company info and background................................................................................................3Vision and mission in sustainability........................................................................................3Why did Kellogg choose to do sustainability..........................................................................4Kellogg’s Challenges from demand of the sustainability Agenda..............................................4How does TBL issues affect the business challenges..............................................................4Challenges faced......................................................................................................................5What is the consumers’ perception of sustainability issues within this sector?......................6Is the mainstreaming of sustainability a viable option at the moment? In oversea or in Singapore?...............................................................................................................................6Strategies......................................................................................................................................7Determine the marketing strategies & tactics..........................................................................7Kellogg’s Sustainable business network.................................................................................7Evaluating what Kellogg deal with TBL issues......................................................................9How well Kellogg address its challenges..............................................................................11Supply Chain.........................................................................................................................12Communicate- DEFRA.........................................................................................................12Implementation..........................................................................................................................13Redefine value. What are the values of the strategies?.........................................................13Conclusion.................................................................................................................................13Compare pros and cons based on research. Justify with research.........................................13References......................................................................................................................................151
Kellogg-Sustainable MarketingIntroductionTriple Bottom Line-Mission and PurposeThe mission of TBL is to incorporate the three vital performances dimensions namely social, financial and environmental. The mission is to encompass the three Ps namely, planet, people, and profits in any organization. TBL aims to inculcate fair and beneficial business practices towards the employees and workers, minimize the environmental impact and finally to attain high economic value in the organization (the cost of all the inputs and expense of capital tied up are deducted in this factor). Therefore the purpose of the approach is to produce a framework which will be beneficial in preparation of the sustainability report by evaluating the personal and organizational needs (people), concept of reduce, reuse and recycle (planet) and high focus on the customer service along with adopting various strategy for developing market segments (profits). (Elkington, J., 2004). 2
Kellogg-Sustainable MarketingKelloggCompany info and backgroundKellogg is an American MNC having its headquarters at Battle Creek, Michigan, United States and deals with the food manufacturing. It is highly popular in the production of the convenience foods and cereals like crackers, cookies, cereal bars, waffles, pastries, etc. The stated purpose of the organization is "Nourishing families so they can flourish and thrive.” The products are manufactured in around 18 countries and are marketed in approximately 180 countries. Kellogg was founded on 19, February 1906 as the Battle Creek Toasted Corn Flake Companyby Will Keith Kellogg. Kellogg’s Toasted Corn Flakes were a huge success and in 1922, the company renamed itself to Kellogg Company. Then the company went on to acquiring various businesses like Pure Packed Foods, Salada Foods, Fearn International, Eggo, Mrs. Smith's Pies, etc. After facing tough competition, it introduced new products like Nutri-Gain Biscuits, Crispix,etc. which were a huge success. In 2012, the company became the second largest snack food company after Pepsico. Vision and mission in sustainability The Vision and Mission statements of the Kellogg Company define their prime focus on the sustainable development and their definition of social responsibility along with emphasizing on the strengths of the company namely their brand and their employees. The Vision of the organization: “To enrich and delight the world through foods and brands that matter" has encompassed the whole spectrum of the stakeholders like communities, employees, shareholders, consumers, etc. reflecting upon the maintaining all the values and meaning on which the organization was founded. The Mission statement “Nourishing families so they can flourish and thrive” it is focusing on the aim of the company. Additionally, the 3
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Financial Performance Report Kelloglg...
|14
|3227
|337
The New Workplace in Kellogg Company PDFlg...
|6
|1194
|44
DBM 4313 introduction to operations management PDFlg...
|12
|2692
|32
Case study of Kellogg in Europe Assignmentlg...
|10
|2572
|62
Data Analytics for Organizational Decision Making - Kellogg Company Case Study Reportlg...
|7
|1893
|221