Marketing Essay Kellogg 1211712

Marketing (IB 2090) Written essay Student number: 1211712

Word Count : 3, 027

IB 2090

Student number : 1211712 Work content: Introduction ……………………………………………………………………………………….,….............3 I-­‐ Business of Superior performance………………......................................................................4

1.1-­‐ Competitive position………………………………….…………………………………..……….4 •

Figure 1: Kellogg’s SWOT analysis

1.2-­‐ Financial performance……………………………………………..……………………..………5 •

Figure 2: Kellogg’s financial performance

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Figure 3: Kellogg’s financial growth

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Figure 4: Kellogg Company and subsidiaries, sales and profit

1.3-­‐ Brand strength………………..………………………………………………………..…………….9

1.4-­‐ International expansion…………………………………………………………..……...………9 II-­‐ Marketing environment…………………………………………………………..…………………10 2.1-­‐Macro-­‐environment…………………………………………………………..………….………10 •

Figure 5: UK aging pyramid in 2011

2.2-­‐Micro-­‐environment……………………………………………………………..…………….......13

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Figure 6: Leading manufacture’s shares in the UK Ready-­‐To-­‐Eat

Bibliography: 1. Kellogg  (2013).  Company  (2012).  Company  (2012).  Company  (2012).