Kellogg's Company Report: Leadership, Goals, and Workplace Analysis

This report provides a comprehensive analysis of Kellogg's Company, exploring its background, goals, and objectives. It delves into the company's leadership and management behaviors, examining the leadership styles and motivational theories employed within the organization. The report highlights the importance of employee motivation and its impact on workplace environment. It discusses the company's vision and values, emphasizing its commitment to innovation and employee well-being. The analysis also covers the application of scientific management concepts, such as Taylor's theory, to motivate employees through monetary rewards and task division. Overall, the report offers insights into Kellogg's approach to creating a productive and satisfying workplace, contributing to its success in the global market. The report also emphasizes the significance of setting clear goals and objectives for the company, involving stakeholders and employees, and understanding customer needs to ensure long-term success.

Introduction the Modern
Workplace

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of Kellogg's company..............................................................................................1
Goals and objectives of Kellogg's Company...............................................................................3
Leadership and Management Behaviours....................................................................................5
Team Behaviours.........................................................................................................................8
Motivational theories.................................................................................................................11
REFERENCES..............................................................................................................................15

INTRODUCTION
Workplace is the most important area where all operational and functional task related to
company can be performed which will be combination of leadership, management and
motivation as well. It is very much essential on the part of organisation to work according to
strength, skills and interest of people working within like employees. So the report lay focus on
Kellogg’s which is an American MNC company which is specialist in manufacturing packaged
food for is customers all across world. The report will be describing about background of
company, its goals and objectives and then about its leadership and management styles as well.
Background of Kellogg's company
Kellogg's is an American multinational food manufacturing company. It was founded by
Will Keith Kellogg in 1898. Its headquarter was situated in Battle Creek, Michigan, United
States. The company is producing foodstuffs for current and former patients. Later on it is
known as Battle Creek Sanitarium Food Company in 1901. It is producing health foods such as
corn flakes, Granola and caramel Cereal Coffee. Then the company got merged with Sanitas Nut
Food Company to become the Kellogg Food Company in July 1908 and then the company's
product is sold by the name “Kellogg's”. His brother fell out and W.K. Launched the Battle
Creek Toasted Corn Flake Company on February 19, 1906. Then later on Will's renamed the
company as Kellogg Toasted Corn Flake Company in 1909, then in 1922 the company named as
Kellogg Company. In 1930 Kellogg's company hours of doing work is 30- hour work weeks
from the usual hours that is 40. The company reduced the working hour so that workers are not
come in depression because of work pressure. From 1968 to 1970 the slogan of the company that
is “Kellogg's puts more into your morning” was showed on the television on Saturday. In 1983
Kellogg's U. S. Market share was gone down to 36.7%. In 1983 ready to eat cereal market has its
worth of $ 3.7 billion at retail sector and totaled $ 5.4 billion by 1988 and expanded three times
as fast as the average grocery category(Sethi and Bafna, 2018).
It also introduced new products like Crispix, Raisin Squares and Nutri-grain biscuit. The
company is performing better than its competitors. In March 2001 Kellogg's has its largest share
in the market. It also acquire Morning star Farms and kashi divisions or subsidiaries. It also owns
the Bear Naked, Natural Touch, Cheez-it, crackers etc. Kellogg's is a member of the World
Cocoa Foundation. In 2012 Kellogg's became the world's second largest snack food company
and it acquire the potato crisps brand pringles from Procter & Gamble for $ 2.7 billion in cash.
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In 2017,Kellogg's acquired Chicago based food company Rxbar for $ 600 million. It also opened
the new corporate office in Chicago's Merchandise Mart for achieving success in the global
market. It also introduced the organic brand , vegan and plant based cereals with no added
sugars. In 2018 it decided to stop their operations in Venezuela because of the economic crisis in
the country. Various methods are used in the company to promote the product and its brand. The
company also publishes a book named as “A New Way of Living” that encourage readers how to
achieve a new thing in the life. It sponsor the USA gymnastics and produces the Kellogg's Tour
of Gymnastics(Desai, 2017).
Case study of Kellogg's
The vision of the company is to enrich and delight the world through foods and brands.
The purpose of the company is to nourish the families so that they can grow and flourish.
It believes in promise and possibilities. It thinks that every day brings an opportunity for the
company to enhance its vision and purpose. They believe in the ideals and commitment of its
founder dedication towards work and people. It promotes an environment of doing work
effectively and work beyond boundaries. It also believes that doing work together makes the
work doing better and efficient. The company motivated its employees by providing quality and
innovation. They created first ever breakfast cereal and then forms an entire industry. It became
household name and a trusted mark in the market. The way of doing work by W.K. Kellogg's
inspire every people to do work. It believes that doing work together emphasize the moments of
delight for people around the world with the brand.
As company is growing continuously its people are also growing with it. As by
following the value based culture in the company it creates a rapid success in the future
everyday. Kellogg's believed that innovation is the priority in the company that never stops
working. It started with a single corn flakes and then expand its share in the market.
Workplace of Kellogg's
The place of work in the Kellogg's has a considerable comfortable environment for the
people where they enjoyed the work and they are not expected that they are rewarding of it and
also satisfied with the work place. Employee motivation plays an important role in the company.
As in Kellogg's employees are motivated that can improve their efficiency of doing work. In a
research it was suggested that motivated employees are more happier at work. They are satisfied
with their work and take less leaves from work. They are loyal an work with more enthusiasm in
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the company. This encourages them to work contribute more to their work that enhances the
development of the company.
This case study focuses on maintaining the workplace and motivates people of the Kellogg's.
The use of motivational techniques helps in developing the great place for work. It is the largest
producer of breakfast in cereals. Its products are manufactured in 18 countries and sold in more
than 180 countries. Kellogg's has been the leader in health and nutrition from last 100 years. This
is achieved by the company by providing customers wide variety of food products.
Scientific Management concept at Kellogg's
In Kellogg's Frederick Taylor concept of management is used to motivate the employees
by giving monetary rewards to them. Pay is given to increase the rates of output. In Taylor's view
of motivation people are working in the narrow job confines that is doing work on production
line. In this people are paid on the basis of their amount of work done and the units they are
produced. This is known as 'piece work'. For example in Kellogg's employees are motivated by
cash. In Taylor's concept of management job is divided into different components or tasks
through the division of labour. This concept is followed by the large companies like Kellogg's.
Rewards helps in increasing the productivity and profitability of the company.
Goals and objectives of Kellogg's Company
A goal is made for long term for future to achieve the desired plans and commitment
made by the people. Goals includes the ideas that is being set by the people to achieve success.
Goals cannot measured. There are two types of goals long-term and short-term . Long-term goals
are made for future to achieve success while short term is made for some specific period that will
be achieved by the company in near future. Objectives are made for medium and short term as it
is a specific result that is achieved in a particular period of time. Objectives can be measured
easily. There are three types of objectives in the company. Long-term, Medium-term and short-
term objectives. Long-term objectives are made for the period of more than 5 years and helps in
improvement in the company's competitive position, technology and increase the profitability of
the company. Medium-term objectives are made for 3 years and helps in increasing the potential
customers for the company. Short-term objectives are made for less than 3 years in the company
it helps in achieving the short-term plans of the company and also helps in achieving the daily
target of the company (Stobart, Morris and Fielding, 2017).
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Goals and objectives are made to achieve the vision and purpose of the Kellogg's company. As
the vision of the Kellogg's company is to enrich and delight the world through foods and brands
and the purpose is to nourishes the families so that they can grow and flourish. Kellogg's has an
objectives that have SMART qualities in it that means Specific, Measurable, Attainable,
Realistic and Time sensitive. The Kellogg's company has the following goals and objectives to
provide better services, building public relationships and promoting sales:
 Goals and objectives encourage and support activity in all departments of the company.
 It helps in competing in the market.
 Emphasize and expand the business.
 It helps in generating profit for the company.
 Creating market value for the customers.
 These are made by seeing the present situation of the company.
 They motivate and inspire employee to work effectively and efficiently.
 It helps in evaluating and controlling the performance of the company.
 It provides guidance and direction where to go to achieve success in the company.
 It understands the needs and wants of the customer and sale the product according to it
(Begum, 2015).
Importance of goals and objectives in the company
Stakeholders of the Kellogg's company plays an important role in setting up the goals and
objectives of the company. Without making goals and objectives company cannot achieve
success in the future. As stakeholders are involved in the development of the company it helps in
achieving the long term objectives. As they are the part of the company and helps in earning
profit for the company. If there is no set goals and objectives then Kellogg's company cannot
able to run its operations. As every person who is associated with company plays an important
part in achieving the objectives. As goals are providing the road map to the stakeholders to run
the company. If there is no stakeholder in the company then the goals and objectives are not
framed in Kellogg's. If stakeholders are given importance in the company they will give their
best to achieve the goal and objectives (Bjerke and Renger, 2017).
Employees of the Kellogg's company also helps in achieving the goals and objectives.
Employees helps in fulfilling the objective of the Kellogg's. It energizes the employee to do work
effectively and efficiently. It helps in measuring the own success and failure of the employee. It
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motivates an employee to fulfill the company's objectives. Enhances the working of the
employee to work. An employee knows that how to achieve the company's objectives that will
enhance the motivation of the company. Employees have better ideas to accomplish the goals of
the Kellogg's company. Objectives helps in boosting the productivity as well as motivates them
to work. This helps in increasing the profitability and productivity of the employees. Goals and
objectives create a competitive advantage for the employee to perform better in the market as
compared to other firms in the market. If planning is proper to set the goals employee can also
perform it in better way. It helps in increasing the leadership of the employees in the company. It
is easy for evaluating the performance of the Kellogg's (Keane and et. al., 2015).
For customers also it plays and important role to achieve the goals and objectives. As to
satisfy the needs and wants of the customers that help in achieving success for the Kellogg's
company. Customer is the king of the market so company have to sets its goals accordingly that
helps in fulfilling the objectives of the company. Customer satisfaction plays an important role
for the Kellogg's company. By providing better services to the customers that helps in achieving
the company's aim. As every company wants to attract the consumer through that sales of the
company will increase. As there are so many competitors available in the market that create the
threat for Kellogg's to achieve success.
Competitors can attract the customers more as compared to the Kellogg's that will
decrease the profit of the company hence it will affect the aim. By seeing the market condition
company have to set its aim so that it will be achieved easily in the market. If the aim is not set
by the company then it will not be able to satisfy the customers and lose the market share. It
helps in setting the budget for the company. It helps in evaluating the performance of the
company. For understanding the customers choices and wants regarding the product available in
the market. Without customers company cannot run its operations so the objectives are to be set
by the company. Providing best services to the customers will enhance the company to grow and
achieve success in the company. Hence customer is the target for the company through which it
can increase the sales of the company (Desai., 2017).
These are established by the Board of directors of the Kellogg's company that will enhance the
proper utilization of resources.
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Leadership and Management Behaviours
The staff of Kellogg is highly motivated by management and leadership of organization.
Management and leadership cares about staff of Kellogg and tries to keep the organization
behavior happier and familiar for employees. The organizational behavior of Kellogg is too good
according to employees who works there. The leadership of Kellogg keeps environment of teams
happy to improves their performance in work to achieve company goals. The role of
management also plays part to make environment of company good for employees.
The managers and leaders of organization keeps situations uncontrolled to manage
environment and work procedures (Kok and McDonald, 2017). They use different methods to
keep employees motivated and enthusiastic. The leader and manager behaviour is good for
organization and its employee. The individual leadership and management have their own
qualities to maintain organizational behaviour.
Qualities of Leaders and Managers of Kellogg
The leadership of Kellogg have some quality that maintains the office environment good
and easier for employees. These qualities of leaders are key factors for the brand image of
Kellogg.
They are Good Teachers
The leaders of Kellogg are good teachers. They teach employees or team, members to
furnish their skill and work. This is what make them good leader. It is a part of their job to keep
team members aware about their work to take maximum advantage of opportunities. This
behaviour makes team member work efficient and they perform better with guidance of team
leader (Willis, Clarke and O'Connor, 2017).
Listen to the Employees
It is the job of leader to listen to team which is working under them and solve their
problem. By listening team members and solve their problem improves trust of team member in
organization and leadership. This improves team working and performance which is good for
Kellogg.
It is great quality of a leadership to accept challenges regarding to work. This is how the
performance of team improves by learning and experiencing new challenges for Kellogg
company. This improves quality and performance of individual and team.
Take the Lead Role
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The leader plays lead role in team and don't try to follow others this gives inspiration to
others to implement innovation in their individual work and performance. This how leadership
quality of team leader encourage team to perform better. By playing the lead role they set
example for team members.
Solve the Issues
Is the role of team leader to solve internal issues of team and reduce number of conflicts
with in team. If the team leaders in Kellogg are solving the big troubles and problems in
organization will improve over all quality and performance of organization (Mills and Boardley,
2016). This troubles can reduce the performance of team and lead to conflicts in team. For the
good performance of the team leader of Kellogg plays important role to solve the problems with
in team.
Good Vision
The team works for the particular visions and missions. The leader sets the vision and
mission goals for team and team works accordingly to give result to Kellogg and team leader. If
team leader of Kellogg are setting the vision and mission and keep employees aware about team
goals. This improves understanding of goals and working procedures of Kellogg to team. This
helps employees to set the target and work accordingly.
Apart from these there are some other qualities of leaders and managers of Kellogg are they
don't wine, don't have ego, they stick to the plan, they are effective and stay positive to their
work and team.
Theories of Organizational Behaviour and Leadership
There are some theories of organizational behaviour to solve issues with in the
organization and improve working and structure of organization. These theories help leader and
manger to manage behaviour in organization. These theories are situational theory, system theory
and contingency theory of leadership and management in organization.
Situational Theory
This theory is the approach to take decision for organization and employees to follow.
This theory gives the different approaches which follows the different methods to take decision
of working and procedures of the organization (Kelloway, Nielsen and Dimoff, 2017). There are
four types of approaches. Telling, selling, participating and delegating.
 In telling method leaders take decision for employees which they have to follow.
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 In selling the leader takes decision and tries to convince employees to follow decision
take by leadership.
 The participating leadership takes decision by involving employees in the decision
taking.
 In delegating method the leader gives authority to employees to take decision and leader
keep the process under monitoring.
As per this theory the leadership can take decision with four approaches. By this theory
leader can use the participating and delegating approach to make effectiveness of decision. These
approaches are good for both employees and leadership. This theory gives different ways to
implement new changes by decision making.
System Theory
This theory enables the leader of an organisation to create a situation where all employees
can work productively according to their capabilities. The system theory uses human behaviour
to generate a model for good leadership. This also productive to make organizational strategy
and system design for different procedure. System theory provides the tools to leadership to
predict behaviour of employees in an organisation. This theory helps to create effective system
for the organisation. By this the behaviour of employee become more productive and effective
for the organization's purpose (Thaler and Helmig, 2016). This theory treats the organization as a
system and this system may be open or closed. The closed system are not affected by the external
factors. But an open system can be affected with the external factors. The theory treat
organisation as a system and by making change in the system the external issues can be reduced.
This is how system theory helps to leadership to solve the issues of external factor by making
changes in system of organisation. By this theory the approach of leader will lead to change the
system or purpose to solve the problem. By this the leader can implement some different
methods and procedures to improve the system to prevent familiars.
Contingency Theory
According to the contingency theory there is not a fixed criterion for good leadership.
The perspective of the measurements changes as per the external factors. The situation drives the
leadership to take decision accordingly. This theory states that the decision of leader are varies
with the situations. It is up to the leadership to take decision according to the situation.
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Team Behaviours
The team Behaviour means the behaviour of individual person with in team. This is
consists of the individual behaviour of a person to other team members in team. This have great
impact on the team work. There are different ways to improve the team behaviour to make
performance of group better. In the Kellogg's team leader can implement different changes to
improve the team behaviour for better performance and productivity. The current situation of
Kellogg is too good in performance and productivity. To improve the performance more Kellogg
can use these methods.
1. By showing respect to each other in team can improve the team behaviour. If the team
members are showing respect to each others, it can improve the communication much
better with in the team. There are different ways to solve the problem related to respect
issue by being a role model and by taking strict action against them.
2. The other method is by sharing work load (Lee and Nie, 2017). If someone in the team, is
facing work load then team members can help the person by sharing the work load. This
problem can be solve by equal division of the work and by improving skills of person
who is facing work load.
3. The other method to improve performance and team behaviour by giving credit of work
to each other. This credit giving can improve the team behaviour and belief in each other.
4. In the condition when team is performing good then the leadership of Kellogg can take
responsibility of work of their employees. In situation of average work team members
will not go to take the responsibility of their work and this is not good for the team
behaviour. If the team leader is taking the responsibilities then the pressure on team will
be reduced and this will inspire them to perform better and this will improve the team
behaviour.
Team Performance Model
Belbins Model
Team behaviour in the Kellog is good in the present time and this can be improved more
by implementing the belbins model. To upgrade the performance of individual and evaluate their
work according to their work. The belbin's model gives 9 different job titles under which the
employees can be classified. These roles are resource investigator, team worker, coordinator
plant, monitor elevator specialist, sharper, implementer and complete finisher. In the team
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performance the role of the individual is very important. If the team members are playing their
role as per their skills will improve the team performance and this will lead to the better team
behaviour. This role of thititlesls are as follows according to the belbin's model.
Resource investigator
According to belbins model the role of resource investigator is to find out need of
individual resources for the further allocation. If the resources are allocated as per the need of
individual, this will improve the individual performance and this will lead to prove the team
behaviour.
Team Worker
The role of team worker is to work in the team as per given task. If the them worker
performs their work good the work loads will new reduced for team. This can reduce the load on
the individual and this will lead to better team performance (Mehdinezhad and Mansouri, 2016).
This improved performance can help to improve the team behaviour.
Coordinator
The role of the coordinator is to coordinate for the purpose given to him. The coordinator
facilitates the situation for the other team members. This can help the team to manage the task
more effectively. This is how the coordinator can help to improve the individual performance
and this will lead to the improved team behaviour.
Plant
The plant is the most creative person in the team and this creativity lead to provide good
the problem solving skills. In a team the plant can play important role to solve the difficult
problems and reduce load on the team leader and team members. This how the plant can help the
team to perform with out troubles and this improves the team behaviour and environment.
Monitor Evaluator
This is the person in team who mopnitors the action of team members and eveluate their
performance. By this role team performance increases. By evaluting the the performance the
outcomes of the evaluation helps to improve the problemetic area of the team and this improves
the team working and this helps to improve the team behaviour.
Specilist
This is the person who is having the special skills and to perform the particular action in
the team. This individual task is done with the perferction because the task is assigned to the
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skilkled person. By performing good for the role of specilist the performance of the team will
indcreased and this helps the team to improve the team behaviour.
Shaper
This is the person in the team who ensures the performance and focus of team towards
the gaol. By this role the team moves towards the target without getting distracted and this helps
the team tom achieve the goals efficiently and this lead to the better performance and this
improves the team behaviour and environment by reducing distraction.
Implimenter
This is the person team who keeps the track on the team efficiency and try to keep the
strategies accordingly to improve the performance of the team. If this person plays the role
efficiently the team performance will increase and this herlps the leader to improve the team
behaviour (van Assen, 2018).
Complete Finisher
this is the person who follows the instructions and tries to perform the work completely. This
type of person prefers to complete the previous work before taking the other work. This helps to
complete the assignments and improves the team performance. Which will further helps to
improve the team behaviour.
Motivational theories
Kellogg’s company follows Maslow's hierarchy of needs to keep its employees motivated in
each of the 5 levels of pyramid. Thus, through this model the personnel of the company achieve
the objective by putting all their efforts (Alshmemri, Shahwan-Akl, and Maude.2017).
However the company can implement certain more theories to keep the employees
motivated and accomplish organizational goals.
Herzberg theory of motivation
In 1959, Frederick Herzberg, who is a behavioral scientist introduced a two-factor
principle. However, according to Herzberg, there are a few process factors that leads to
contentment while there are other job factors that keeps the employees away from
dissatisfaction. Thus, in within Kellog's, Herzberg concept of Motivation introduces the base of
encouragement inside the place of job (Sanjeev,and Surya.2016). Further, the company uses this
theory that will help them to obtain excellent performance from the personnel. Further, there are
two factors of Herberg's theory adopted by the company are:
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Hygiene factor: Within kellog's Herzberg diagnosed various hygiene elements, that
aren't intrinsic components of a process, but are related to the situations in which the task must
be accomplished by the employees.
1. organization rules: these includes fair treatment to each worker.
2. Supervision: Supervision have to be truthful and proper. The employee must be
given autonomy to keep their own opinions.
3. Relationships: There must be no endurance for aggression .A flourishing,
friendly, and adequate surroundings must be exist among friends, superiors, and
associates.
4. working situations: system and the operating surroundings of the company must
be secured and hygienic (Miner.2015).
5. earnings: The pay of each employee ought to be truthful and affordable. It must
additionally aggressive with other groups inside the same enterprise.
6. fame: The company ought to keep the reputation of all employees inside the
workplace. Thus, when employees perform significant work it provides them a
feel of popularity.
7. security: it's miles important that personnel feel that their job is secured and they
are not below the regular threat of being terminated.
Motivational factor: Within kellog's these factors will positively impact the working of
the employees within the company. However,there are six elements that motivate employees:
success, acceptance, promotion, work-itself, possibility of development and duty. Thus, growth
in these elements fulfill the personnel needs and the reduces in those effects that will no longer
affect the extent of contentment.
1. achievement: An activity that employees perform must give them an experience
of success. Thus, this will provide a feeling of proud among employees of
achieving something tough however profitable (Herzberg’s Two-Factor Theory of
Motivation 2019).
2. popularity: A task need to provide an worker with reward and reputation in their
successes. This reputation must come from each their superiors and their peers.
3. The work-itself: The activity that employees are performing should be exciting,
numerous, and provide sufficient of a mission to keep personnel encouraged.
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4. duty: personnel ought to be responsible for their work they perform. They should
hold themselves liable for the completion of work.
5. development: Promotion possibilities should exist for every personnel based on
their work.
6. Growth: The task that employees perform must provide them the possibility to
examine new abilities. Thus, this will occur both at the task or through training
sessions.
Perception:
Kellog's company analyse the perception of the consumers by using the Engel Kollat Blackwell
Model of Consumer Behavior that changes the perception of people towards the products of the
company. However, The Engel, Kollat and Blackwell version, additionally known as the EKB
version was introduced to arrange and depict the growing body of understanding concerned with
the client perception. Moreover, this theory is a broad model which indicates the diverse
components of customer selection making and the relationships amongst them. Thus, this theory
went through many revisions and changes, with tries to complex upon the interrelatedness among
the various additives and sub-components; and, subsequently other model changed into the
Engel, Blackwell and Miniard model (EBM) which was proposed in 1990.However, The Engel
Kollat Blackwell and Miniard theory of patron conduct includes 4 distinct levels:
Data input:At this stage of kellog's company the patron gets information from advertising
and non-advertising sources of the company, which additionally impact the hassle recognition
stage of the choice-making method. However, if the customer yet not arrive to a selected choice,
the study for external facts may be initiated which will arrive to a preference or in some
instances if the client faces disappointment because the chosen alternative is not as content as
anticipated.
Data processing: This stage of Kellog's company includes the patron’s aspect, interest,
belief, attractiveness, and holding of incoming facts. However, the client ought to first be
uncovered to the content, assign gap for these records, explicate the stimuli, and preserve the
message via shifting the content for long time retention.
Decision making process: At this stage Kellog's company depicts that the relevant
recognition of the structure is based on five fundamental choice-process tiers namely: hassle
recognition, search for options, alternate assessment, buying, and consequences. However, it isn't
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vital for every patron to undergo these kinds of stages; it relies upon on whether it's far a
prolonged or a habitual hassle-fixing conduct.
External parameters: This stage of kellog's company is inclusive of individualist and
environmental variables that impacts all five degrees of the choice method of the consumer
behaviour. However, individual characteristics consist of reasons, belief, lifestyle, and
personality, further the social variables that changes the perception of consumers are culture,
relatives, and family. Moreover, Situational impacts, including a purchaser’s economic
condition, additionally have an effect on the decision method of the consumer perceptions.
Therefore, from the above motivation and perception theories it is concluded that the
herzberg theory of motivation will encourage the customers to buy the products of the company
on the flip side the EKB model of consumer behaviour will positively change the perception of
customers towards the company.
CONCLUSION
This report briefly summarizes about the background of Kellog's company including the case
study and workplace of the company. Further, the report have highlighted about the Taylor's
scientific technique used in the company. On the other hand, project have outlined the goals and
objective of the company. Moreover, the assignment have framed about the Belbins team
performance model in order to analyze perform of team members. Eventually, the project have
commented on the motivation theory adopted by the company in order to achieve the
organizational goals.
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