PRESENTED BY:MARIA AFZAL

Case study

Kellogg's

Introduction Kellogg is the world’s leading producer of cereals. Leading in health and nutrition, Sold in 180 countries

Kellogg’s ethical business practices (K-values).

K-Values guide the way the company interacts with all of its stakeholders.

Kellogg’s has built a two-way relationship with their stakeholders.

Corporate Social Responsibility(CSP) initiatives.

CSP includes marketing, environment, community and workplace ambition.

Kellogg’s balances the conflicting needs of it’s stakeholders

Q1. Identify Kellogg’s key internal and external stakeholders.Ans. Kellogg’s Key Internal stakeholders are :

Employees at all levels, all over the world.ShareholdersBoth groups are vital for the success.

Kellogg’s Key External stakeholders are :CustomersSuppliersCommunitiesCharitiesUsing plenty of communication sources to reach different

external stakeholders.

Question/answer

Q2. Explain why employee engagement is so important to the success of Kellogg’s.Ans. Employee engagement is important because:

Employees are key stakeholders of the company. Since Kellogg’s invests heavily in their employees, they get

extended cooperation and participation from the employees. Employees diversity helps organization come with new ideas for

new products. Employees’ survey helps seek reforms for a better bonding and

positivity among employees.

Q3. State two approaches that Kellogg’s uses to exchange with external stakeholders in UK. Analyze strengths and weaknesses.Ans. Following are approaches :

1.Case Study Approach: Engaging with the young people through educational materials with the help of The Times 100.

Strength : It helps them to acquire information which may not be so in depth as compared to other surveys, so it allows to gather more information through young people and promote the product and its values to the customers or future customers.

Weakness : Sometimes the cause cannot be identified through case studies, as the information developed could be ambiguous and it may turn into confusion.

2. Advertising Campaigns Approach : Engaging with customers using print adverts, media or social media sources such as TV, Internet, Social Media Websites like Facebook etc.Strength : Use of advertisement sends the message to audience in different ways by targeting their senses and vital points of brain waves. This makes the product appealing to the targeted audience with the help of verbal, non verbal, visual and written communication.

Weakness : The cost of advertising can be higher, and sometimes the message in the advertisement isn’t well approved by people which can be a liability.

Q4. Evaluate the extent to which Kellogg’s initiatives to engage with communities in countries outside of the UK support Kellogg’s vision and purpose.Ans. Kellogg’s approach is to make a better future for everyone

related or unrelated to the corporation

The Kellogg company prides itself in its legacy of behaving ethically and supporting CSR initiatives. There are many issues they have projected focus on

They aim to take initiatives among communities they are engraved in to work on food poverty and sustainable agriculture.

Kellogg’s food bank initiatives have widely helped engage communities and communicate message of food poverty to them.

Their vision “To enrich and delight the world through foods and brands that matter” and their purpose “Nourishing families so they can flourish and thrive” both are valued by the initiatives they have taken

Conclusion Through this case study we analysis how efficiently Kellogg's manages its all stake holder

All company's decision are in interest of stakeholder

By two way communication they manages their internal and external stake holders

They use their employees as force power and they engaged in CSR activity (breakfast club etc)