Swot Analysis Of Kellogg's

W.K. Kellogg found Kellogg’s more than 100 years ago. Kellogg ‘s is a breakfast cereals and snack foods manufacturer (8).

They offer more then 20 brands under their company name such as Special K this brand were released in 1956. Kellogg's Special K was the first fortified cereal with seven vitamins and iron, giving it its "special" Brand name. Kellogg’s offers their products in Australia, New Zealand and America(12).

The Australia Kellogg’s holds 624 employees. Kellogg remains the largest player in breakfast cereals in Australia with 38% value share in 2013. This share was significantly eroded in the review period and declined from just over 38% in 2012(12).

Market Analysis

Kellogg Australia Company is ranked 726 out of the top 2000 companies in Australia. Kellogg’s generates the majority of its income from the Grain Mill and Cereal Product Manufacturing in Australia industry. In 2012 Kellogg Australia had 624 employees in Australia. Kellogg’s Nationally is the leader in ready-to-eat breakfast cereals(12).

Kellogg’s is the largest purchaser of Australian corn for food production. Kellogg’s buys Australian-grown grains, fruits and nuts supporting Australian produce. Kellogg leads the trend towards better health and nutrition in cereals.

Kellogg spends more than $70 million a year on research and development(12).

Kellogg’s share of market includes 7 out of the top 10 breakfast cereals in the country. Kellogg has 96% of their breakfast cereal products are made in Australia from Australians produce. Kellogg’s Australia leads in exports with 22 Australian made breakfast cereals exported into 16 countries. Kellogg holds the majority share in the health oriented convenience food market with Kellogg’...

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...ast for on-the-go kids as well.

• To reach out to men
with The Special K brands image would change if it added men. Website could start with adding a “Men’s” link separating from women. Giving nutritional facts to men looking to become healthy eaters. When brand has created attention to the men, the brand could offer a diet plan for men, which may include foods with protein and fiber or work plan.

Marketing objectives

To increase the Kellogg’s sales from 575 million to 600 million worldwide by the end of the campaign period.(22)

To increase the Market share of Kellogg’s from 42% to 50% by the end of the campaign period. (21)

Communication Objectives

To Reach 85% of the target market at least 3+ by the end of the campaign period

To increase Brand awareness of Special K cereal by 85% by the end of the campaign period