Extract of sample "Kellogs - Marketing Essentials (my reference: bdr)"
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1.0 Current company situation Our company was founded in 1906 in Michigan and it specialises in producing and marketing of breakfast food such as cereals and snacks. It operates in 18 countries and sells its products in more than 180 countries. Since its inception, the company has been guided by innovation and commitment as its principles in the areas it compete in. However, we have witnessed challenges such as rising costs of inputs as well as energy in our operations during the recent years. The company also faces intense competition in this sector. 1.1 Growth strategy According to our founding principles, sustainable growth is part of Kellogg’s broader operating principle given that we try to ensure that we remain focused on profitable and revenue growth. The company continues to invest in innovation and brand building initiatives which are seen as key to sustaining its momentum of business. Through these initiatives, the company witnessed a 17 % increase in sales in 2006 which contributed to its growth. 1.2 Financial overview According to information obtained from its official website, with 2011 sales of more than $13 billion, Kellogg Company is regarded as the world’s leader in production of cereals and is also a leader in production of convenient foods. This implies that net sales increased by 6.5% in 2011 up from $12.4 billion posted in 2010. Consolidated results for 2010 (in millions) 2009 2008 2007 Net sales $12,575 $12,822 $11, 776 Net sales growth As reported -1,9 % 8,9 % 8,0% Internal 3,0 % 5,4% 5,4 % Operating profit $2001 $1953 $1888 Operating profit growth As reported 2,5% 4,5 % 5,8% Internal 10,3 % 4,2% 3,1 % Diluted net earnings per share EPS $3,16 $2,99 $2,76 EPS growth 6% 8 % 10% Currency neutral EPS diluted growth 13 % 8% 7% Source: http://www.wikinvest.com/stock/Kellogg_Company_%28K%29/Filing/10-K/2010/F46736458 2.0 Mission statement “Nourishing families so they can flourish and thrive” The above mission statement is a good one since it shows that the company is committed to provide healthy breakfast foods to different consumers across the globe. Since its inception, the organisation has been guided by its founding principles mentioned above in its operations. 3.0 Market share information Kellogg’s strives to make significant investments in research and development and brand building. As such, the company holds the number one category share position in the U.S. as well as other countries it operates (Globe Newswire, 2012). In the snacks category, the company holds the number one position in wholesome snack business and number two position in the cookie and cracker businesses in the U.S. which is based on category dollar share. Kellogg’s also has a fast growing business in wholesome snacks in different countries around the globe. Its market share as going to be explained below is determined by the product type and geographical location also has a bearing on this particular aspect. The company’s brands include the following: Cheez-It®, Coco Pops®, Corn Flakes®, Eggo®, Frosted Flakes®, Kashi®, Keebler®, Kellogg's®, Mini-Wheats®, Pop-Tarts®, Rice Krispies®, Special K®, and many more (www.kelloggcompany.com, 2011). In terms of market share
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