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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 worlds 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.

QUESTIONS
1. Identify Kelloggs key internal and external Stakeholders.
2. Explain why employee engagement is so important to the
success of Kelloggs.
3. State two approaches that Kelloggs uses to engage with
external stakeholders in the UK. Analyse the strengths and
weaknesses of each approach.
4. Evaluate the extent to which Kelloggs initiatives to engage
with communities in countries outside of the UK support
Kelloggs vision and purpose.

NTERNAL STAKEHOLDERS
Internal stakeholders are those within an organisation
who have a key interest in the organisations
decisions. Kelloggs key internal stakeholders comprises

Management

Employees
Shareholders

EXTERNAL STAKEHOLDERS
External stakeholders are ones who are outside of the
organisation. Kelloggs external stakeholders comprises

Customers

Suppliers
Communities
Charities
Governments

STATE TWO APPROACHES

1.

COMMUNITIES
Kellogg's engage
breakfast Club.

with

communities

through

its

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.
Kelloggs 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.

TEACHER ASSESSMENT BASE

RESEARCH

Students performance grades before breakfast club

TEACHER ASSESSMENT BASE RESEARCH

Students performance grades after breakfast club

STATE TWO APPROACHES

2.

CUSTOMERS
Kelloggs engage with customer and potential customer
through their advertising campaign.
Kelloggs 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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