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INTRODUCTION

Established in 1906 & founded by “will keith kellogg”

Product is manufactured in 18 countries & marketed in more

than 180 countries around the world.

It is the world’s leading producer of cereal & leading

producer of convenience foods in which includes cookies,

crackers, toster, pastries, cereal bars, fruit flovour, snacks,

frozen waffles & vegetarian foods.

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1. Identify Kellogg’s key internal and external Stakeholders.

2. Explain why employee engagement is so important to the success of Kellogg’s.

3. State two approaches that Kellogg’s uses to engage with external stakeholders in the UK. Analyse the strengths and weaknesses of each approach.

4. Evaluate the extent to which Kellogg’s initiatives to engage with communities in countries outside of the UK support Kellogg’s vision and purpose.

QUESTIONS

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INTERNAL STAKEHOLDERSInternal stakeholders are those within an organisation who have a key interest in the organisation’s decisions. Kellogg’s key internal stakeholders comprises

Management

Employees

Shareholders

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EXTERNAL STAKEHOLDERSExternal stakeholders are ones who are outside of the organisation. Kellogg’s external stakeholders comprises

Customers

Suppliers

Communities

Charities

Governments

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STATE TWO APPROACHES

1. COMMUNITIES Kellogg's engage with communities through its

breakfast Club.

Independence research show that children who have breakfast at the start of day are able to concentrate for longer by maintaining their energy at school.

Kellogg’s therefore Support, through donations of cereals and money, breakfast clubs in schools across the UK, to make sure that all children have to healthy and nutritious breakfast.

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TEACHER ASSESSMENT BASE RESEARCH

Student’s performance grades before breakfast club

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TEACHER ASSESSMENT BASE RESEARCH

Student’s performance grades after breakfast club

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STATE TWO APPROACHES

2. CUSTOMERS

Kellogg’s engage with customer and potential customer through their advertising campaign.

Kellogg’s advertise their products through TV, Print adverts, and Social Media.

This platform helps to create two way engagements with customers about its products as well as CSR initiatives.

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STRENGTH OF CASE STUDY

Case studies allow a lot of detail to be collected that would not normally be easily obtained by other research designs.

The data collected is normally a lot richer and of greater depth than can be found through other experimental designs.

WEAKNESSES OF CASE STUDY

It is also very difficult to draw a definite cause/effect from case studies

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STRENGTHS OF ADVERTISING CAMPAIGNS

Mass Reach

Audio-visual appeal

Appeals to senses

Emotional

Intrusive

Targetable by program/content selection

Demonstration

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WEAKNESSES OF ADVERTISING CAMPAIGNS

High production cost

High costs of entry

Switching off

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