Stakeholder Engagement Plan and Analysis for Kellogg's Program

This report presents a comprehensive stakeholder engagement plan for Kellogg's, focusing on the 'Breakfasts For Better Days' program. The report begins with an introduction to stakeholders and their communication needs, including employees, management, suppliers, and community. It then delves into stakeholder analysis, utilizing methods like power-interest matrices to identify and prioritize stakeholders. The analysis covers communication approaches, workplace communication skills, and monitoring methods. The report outlines a five-stage stakeholder engagement model, discussing applications, benefits, and drawbacks. Key initiatives for internal and external stakeholders are explored, emphasizing building trust and clarifying goals. The report concludes by addressing potential stakeholder conflicts, offering resolution strategies, and highlighting the importance of effective stakeholder engagement for program success. References to academic journals and books are included.

Stakeholder Engagement Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................4
Stakeholder Analysis for Effective Engagement.........................................................................4
Task 3...............................................................................................................................................5
Stakeholder Interaction................................................................................................................5
Task 4...............................................................................................................................................6
Stakeholder Engagement.............................................................................................................6
Task 5...............................................................................................................................................7
Develop and Implement initiatives for your ongoing stakeholder commitments........................7
Task 6...............................................................................................................................................8
Stakeholder conflict and possible resolution...............................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Stakeholders can be defined as any party that is interested in organisation and its
decisions and actions. This report will discuss about stakeholder analysis, stakeholder
engagement, developing initiative for ongoing stakeholder commitment. In this report Kellogg’s
have been contextualised and program of Kellogg’s is Breakfasts For Better Days. This initiative
was launched by Kellogg’s in 2012 and this involves donating 1 billion servings of cereals and
snacks to those in need in community.
Task 1
Type of Stakeholder
 Employees
 Management
 Suppliers
 Shareholders
 Health Organisations and Charities
 Government
 Community
Communication Needs
Communication need for different stakeholders include-
 Providing information to stakeholders about program and its plan
 Encouraging engagement of stakeholders in program
 Creating and developing coordination and collaboration within organisation
 Ensuring clarity in tasks that are result of communication (McNaughton and et.al., 2019).
Their interest and expectations for effective communication
 Their interest with effective communication is that they remain aware of all important
information and knowledge of the program
 Expectation for effective communication is that they are communicated changes in
program and also about changes in their roles and responsibilities
 clarity and complete information and knowledge is also expected by stakeholders
regarding communication
Examples of communication required for the type of stakeholders

Formal Communication- This involves reporting and on the basis of type of stakeholders
government, health organisation and charities and shareholders are required to report. Meetings,
conference calls and newsletters are included in examples of communication.
Informal communication- This can take place with different stakeholders and involves
communicating purposeful information (Brennan and Merkl-Davies, 2018). Examples of
communication include voice mail hallway communication, lunch meetings, and communication
in casual environment.
Task 2
Stakeholder Analysis for Effective Engagement
Objectives of stakeholder matrix
 To identify and understand power and interest of stakeholders for program
 to shape the project by identifying different roles of stakeholders
 Building trust in stakeholders
 To prioritise stakeholders
Methods of analysis
 Power interest matrix
 Influence-impact grid
 Power-influence grid
 Importance-influence grid
 Salience Model
Strength and weaknesses of matrix
strength
 It helps in identifying impact and influence that stakeholders have on success of program
 It also helps in developing strategies for engagement of stakeholders on the basis of their
importance and influence
weaknesses
 Identifying right influence of stakeholders is very complicated
 Stakeholder matrix are time consuming and determination of importance is also
complicated (Vuorinen and Martinsuo, 2019).
Tools and time required to prepare matrix

Tools that have been used for preparing matrix include Internet for information about
Matrix and along with this company information have also been used for preparing Importance-
influence matrix of stakeholder analysis for Kellogg’s.
Use and outcome of matrix
 Stakeholders matrix help in effective distribution of roles and responsibilities within
stakeholders
 On the basis of this planning and implementation of program can be undertaken
 Knowledge of strengths and weaknesses of stakeholder can be achieved and through this
strategies can be developed to utilise strengths and reduce weaknesses (Aragonés-
Beltrán, García-Melón and Montesinos-Valera, 2017).
Task 3
Stakeholder Interaction
Communication Approaches
Oral media- This is simple face-to-face communication
Electronic media- Communication that take place through electronic media
Telephone- Communication over telephone
Paper-based communication- Communication in written form such as formal letters, memos
minutes and report
Method, means and media of communication
Methods of communication include verbal, non-verbal, written, listening and visuals.
Media for communication includes print media, publishing, news media, photography, and social
media and digital media
Workplace communication skills
 Effective listening skills
 Non-verbal communication skills
 Stress management
 Emotional control
Ways of monitoring and documentation of communication
In order to monitor communication surveys of employees and stakeholder in programs
can be done. Along with this, rates of email opened, knowledge and information available,
observing behaviour of stakeholders and their work performance.

Creating report and minutes of communication to stakeholder. Along with several types
of technology available for documentation can also be used by Kellogg's for documentation of
communication with stakeholders (Bünzli and Eppler, 2019). Technology involves developing
system for centralizing communication, using cloud-software for real-time updates about
communication, creating virtual network for integrated communication.
Task 4
Stakeholder Engagement
Stakeholder engagement model
Five stages stakeholder engagement model
Identify key stakeholders and significant issue- This involves identifying stakeholders and their
issues and setting strategic objectives and prioritising.
Analyse and Plan- This stage involves reviewing progress, learning about stakeholders of
program, setting objectives for stakeholders
Strengthen engagement capacities- This stage involves strengthening ability to respond to an
issue and developing internal skills for program.
Designing process and engaging- Identify most effective engagement approaches and designing
process for engagement of stakeholders.
Act, review and report- Planning and following on learning, ensuring learning, reviewing
stakeholders engagement and assuring stakeholders.
Applications of stakeholder engagement
Reviewing progress of stakeholders- In this Kellogg's is required to identify what are objectives
that they want their stakeholders to achieve in their Breakfasts For Better Days program. This
enables stakeholders to achieve what is expected from them (ATTENNI, BIANCHINI and
IPPOLITO, 2018).
Strengthen engagement capacities- In this application Kellogg's is required to develop
capabilities through which issues can be responded. In this it is very important that Kellogg's
have knowledge about different types of issues and their impact on stakeholders.
Designing process and engaging- In this Kellogg's should consider opinion and suggestions of
stakeholders to effectively engage them
Benefits and drawbacks of applications

Benefit of this is that Kellogg's will be able to engage every employee of the organisation
effectively which will lead to effective implementation as well as completion of program.
Drawback of including different stakeholders in planning and engaging can create conflicts
within stakeholders.
Ways of accommodating the stakeholder interest and expectations
 Identifying and using preferred method of communication by stakeholders to
communicate. For example- Using social media for communication if it is preferred by
stakeholders
 Keeping stakeholder engaged by timely updating them with knowledge of program as
well as knowledge of organisation (Viglia, Pera and Bigné, 2018). Ensuring that
stakeholders are aware with changes in plan and organisation so that they remain aware
with how changes affect them.
 Effectively mapping expectation of stakeholders
 Including stakeholders in decision-making within organisation. For example- Asking
opinion and suggestions from stakeholders before making decisions
Task 5
Develop and Implement initiatives for your ongoing stakeholder commitments
Explain/define internal and external stakeholders of the company
Internal stakeholders of Kellogg’s include those people who are working within organisation and
directly participate in Breakfasts For Better Days program of Kellogg’s.
In this stakeholders Management and Board of Kellogg’s is included and along with this
employees of Kellogg’s are also its internal stakeholders.
External stakeholder of Kellogg’s who are involved in Breakfasts For Better Days program of
Kellogg’s are those parties and people who do not work within Kellogg’s but are associated with
the program (Chan and Oppong, 2017). These stakeholders include suppliers, shareholders,
community and beneficiaries through this program.
Key initiatives to influence all type of internal and external stakeholders
Building trust among stakeholders- This is one of the initiative in which Kellogg’s is required
to build trust among different internal and external stakeholders.

Understanding stakeholder- In this Kellogg’s is required to understand stakeholders that
include identifying their problems and expectations from the program as well as from
gastrointestinal symptoms.
Clarity of goals- Goals of program as well as individual goals of stakeholders require to be clear
in order to avoid any kind of conflict within their individual goals and goals of program
Developing win-win situation- This involves esnuring that all conflicts and issues are solved
with win-win appraoch within Kellogg’s. This ensures that decision have been positive for both
the parties.
Task 6
Stakeholder conflict and possible resolution
Different desired outcomes- This is one of the reason for stakeholders conflict in which they
desire different outcomes from same program and also from same program and same plan
implemented for program (Savga, Krykliy and Kyrychenko, 2018).
This can be resolved through ensuring that all stakeholders are working in achieving
same outcome and desired outcomes of program are communicated to them well so that
possibility for conflict is not there.
Different preferred methods of work- This is another type of conflict in which stakeholders
have different preferred methods for work and when it comes to implement method for work, it
is likely to create conflicts for stakeholders within Kellogg’s.
It is important that rather than considering preferred working methods stakeholders are
communicated importance of best working methods and this will help in avoiding as well as
resolving conflict because of preferred working methods.
Conflicts because of role and responsibilities- Conflict because of role and responsibilities can
also develop in different stakeholder of Breakfasts For Better Days (Savga, Krykliy and
Kyrychenko, 2018). This means that inadequate share of roles and responsibilities at same level
can cause and develop conflicts.
This conflict can be avoided of resolved by ensuring that every stakeholder is aware of
their role and responsibility within program and its success.
CONCLUSION
On the basis of above discussion it can be concluded that stakeholders play very
important role in success of the program that is implemented and practised by Kellogg's.

However, their contribution can be considered positive when stakeholders are effectively
engaged with the program. This requires Kellogg's to identify different stakeholders and their
requirements and also how their expectations can be fulfilled.

REFERENCES
Books and Journal
Aragonés-Beltrán, P., García-Melón, M. and Montesinos-Valera, J., 2017. How to assess
stakeholders' influence in project management? A proposal based on the Analytic
Network Process. International journal of project management. 35(3). pp.451-462.
ATTENNI, M., BIANCHINI, C. and IPPOLITO, A., 2018, December. Emerging Technologies
for Archaeological Heritage: Knowledge, Digital Documentation, and Communication.
In CAA2016: Oceans of Data: Proceedings of the 44th Conference on Computer
Applications and Quantitative Methods in Archaeology (p. 339). Archaeopress
Publishing Ltd.
Brennan, N.M. and Merkl-Davies, D.M., 2018. Do firms effectively communicate with financial
stakeholders? A conceptual model of corporate communication in a capital market
context. Accounting and Business Research. 48(5). pp.553-577.
Bünzli, F. and Eppler, M.J., 2019. Strategizing for social change in nonprofit contexts: A
typology of communication approaches in public communication campaigns. Nonprofit
Management and Leadership. 29(4). pp.491-508.
Chan, A.P. and Oppong, G.D., 2017. Managing the expectations of external stakeholders in
construction projects. Engineering, Construction and Architectural Management.
McNaughton, D and et.al., 2019. Building capacity in AAC: A person-centred approach to
supporting participation by people with complex communication needs. Augmentative
and Alternative Communication. 35(1). pp.56-68.
Savga, L., Krykliy, O. and Kyrychenko, K., 2018. The Role of Internal and External
Stakeholders in Higher Education System in Ukraine. Business ethics and
leadership. 2(1). pp.32-43.
Viglia, G., Pera, R. and Bigné, E., 2018. The determinants of stakeholder engagement in digital
platforms. Journal of Business Research. 89. pp.404-410.
Vuorinen, L. and Martinsuo, M., 2019. Value-oriented stakeholder influence on infrastructure
projects. International journal of project management. 37(5). pp.750-766.