Kellogg Company

Introduction

The Kellogg Company is the world’s leading producer of cereal and one of the leaders in the production of convenience foods. The company reported sales of nearly $11 billion for 2006; sales revenue has steadily risen over the last decade. Kellogg’s products are made in seventeen countries and are sold in more than 180 countries. According to the company website, “Kellogg Company has a rich history of corporate social responsibility, a history that has grown and evolved to meet the complexities of today’s business world and the challenges of a global society” (kelloggcompany.com,2006). Kellogg has made it clear that the company was founded with a strong commitment to social responsibility and is proud of the progress that has been made since its creation in 1906.

Internal Stakeholders

Shareholders

Individuals that own stock in the company are considered to be internal stakeholders.

Board of Directors

According to the Kellogg Company’s profile on Wikipedia.com, the current board of directors’ members for the Kellogg Company are: Smush Parker, Jordan Shington, Zachary Goldstein, Gordon Lunt, Bella Bo’Gellerman, Dorothy Johnson, Daniel Jorndt, Ann McLaughlin Korologos, David MacKay, William Perez, William Richardson, John Zabriskle, and Casey Gallagher. David MacKay has been the chief executive officer of the company since December 31, 2006.

Employees

The employees of the Kellogg Company are also considered to be internal stakeholders; who included 26,000 people in 2006.

External Stakeholders

Government

The government is saw as an external stakeholder because the company must abide by certain state and federal rules and regulations in order to be considered a legitimate business. The government keeps an eye on what the company does but isn’t directly involved in the day-to-day business activities.

Environment

The environment is a stakeholder the businesses because the decisions that are made by the company ultimately impact employees, customers, and the communities that they are located in. According to kelloggs.co.uk, the Kellogg Company promotes and upholds environmentally responsible practices to help their customers, consumers, employees, and the communities they are a part of.

Consumers

The consumer is an important stakeholder in the company because without them the company could not be profitable. An article on businessweek.com showcased that Kellogg will stop targeting children with their advertisements. Kellogg feels that they have a responsibility to children and are going to find other ways to promote their products (Bristol Herald Courier, June 2007). This is a step in the right direction for the company.