Report on Strategic Marketing- Kellogg

Added on -2020-02-05

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Strategic Marketing
EXECUTIVE SUMMARYKellogg is a multinational food company manufacturing its products in 18 countries. It isrenowned for providing breakfast cereals for different segments of the society. The companyensures that each brand has its unique place in the minds of the customers. UK is considered asits potential market because of the current trend for health consciousness among the individuals.It makes influential use of its marketing strategies to attain the organizational goals signifyingprofit maximization. It is found by the report that Kellogg makes use of different marketingstrategies in order to acquire got hold over targeted clients.The report highlights various directand indirect competitors of Kellogg and their product portfolios that effect its market share.Thestrengthens and weakness of its prominent competitors is described to understand their influencein the cereal industry of UK. Also, the company in order to resist its brand image in the market,adopts integrated marketing model to ensure its competitiveness in the market.
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Kellogg marketing strategies regarding the company's operating environment..........................1Micro Environment............................................................................................................1Macro Environment...........................................................................................................2TASK 2............................................................................................................................................4Analyzing main competitors of Kellogg in the UK market.........................................................4TASK 3............................................................................................................................................6Use of appropriate marketing models to evaluate possible responses to Kellogg marketingcampaign......................................................................................................................................6CONCLUSION................................................................................................................................8REFRENCES.................................................................................................................................10
INTRODUCTIONMarketing strategy is a concept that focuses on increasing sales of an organization and achievingsustainable competitive advantage. Companies adopt the policies and strategies that differentiateits products from its competitors. It also lays interest in providing value based services to itstarget based customers. These short and long term strategies deal with the analysis of the initialcondition of the firm and evaluation of market-oriented policies (Luo and Bhattacharya, 2009).Kellogg is the world leading supplier of breakfast cereals, a multinational food manufacturingcompany. It provides products that nourish families with healthy morning diet, so they flourishand thrive whole day. The assignment evaluates Kellogg success achieved through effectivemarketing strategies carefully planned and executed in the market. The company manufacturesthe wide range of products for various segments of UK's market, attracting a large number ofconsumers and achieving its organizational goals.TASK 1Kellogg marketing strategies regarding the company's operating environmentTo understand and plan important marketing strategies the marketing manager first studies theoperating environment of the company. There are various factors and forces that affect thefunctioning of a firm to attain its goals and objectives. Kellogg market environment can beclassified into two major levels: micro (internal) and the macro (external) environment. Micro EnvironmentThis structure is made up of forces that are close to the company and have a day-to-dayimpact on its working. The micro environment of the company consists of those elements whichare controllable by the managerial staff (Seelos and Mair, 2007). 1Illustration 1: Micro environment of Kellogg

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