Identify
Customer Needs: Use surveys to identify what customers needs are. Ask what kind
of foods they would like to see on the shelves. Ask what suppliers would like
to see improved.
Solutions to
Needs: Over the years, Kellogg’s has continued to introduce healthier products.
Kellogg’s created the Kellogg’s Breakfast Council, which consists of “seven
independent experts dedicated to helping all of us understand nutrition
information…” http://www.kelloggs.com/en_US/our-commitment-to-nutrition/kelloggs-breakfast-council.html
They have
focused especially on their cereals. Now even the “sugary” cereals are
nutritious. They also introduced their Heart Healthy Selection of cereals,
which include brands such as Smart Start, Fiber Plus and All Bran. Kellogg’s
has also introduced My Special K, which is a challenge geared towards women to
eat healthy and lose weight. http://www.specialk.com/aboutchallenge
Structure of
Company: Kellogg’s organizational design is an International design, which I
discussed in a previous post. However, their management structure consists of a
Board of Directors and a Leadership Team of 13 members. http://investor.kelloggs.com/management.cfm?navSection=BInfo
“Innovation
Champions”: At Kellogg’s I believe that their Leadership Team members are al
Innovation Champions. After reading through a lot of their biographies, it
seems like they have all had a lot of experience and enjoy being in their
leadership positions. They also seem to all have the drive to keep innovating
the products that Kellogg’s has to offer.
Create Value for
Customers: Kellogg’s creates value for their customers by creating and
promoting programs for their consumers. I mentioned some of them above. These
create value by going above and beyond just selling food and drinks. Kellogg’s
has decided to get their consumers involved and are promoting healthy living
and eating.
Exit Strategy: I
could not find an exit strategy on their website, but I do not know if they
need one. They are a highly established company and are doing very well. I do
not think Kellogg’s is going anywhere. I believe that they will keep expanding
into new markets and innovating their products.
