• What you need to cover: Introduce yourself.
• Identify your internship company and a specific country to analyze your
brand’s international market.
o The country can be from Asia, South America, Europe, the Middle
East, or anywhere else on the globe.
• Pitch two elements from each quadrant of actors and forces about your
internship company.
o Refer to Table 8.1 of Chapter 8.
• Create six slides with Microsoft Powerpoint (Links to an external site.), Google
Slides, or another tool of your choice.
• Structure your slides as follows:
o Slide 1 – Include your name, internship company, country or
market.
o Slides 2 to 5 – Include two elements of each quadrant from Table
8.1, with brief highlights of your discussion points, on each slide.
o Slide 6 – Include a summary of your presentation.
o Must be only 6 slides (See below’s tab – Formatting Requirements –
for more details).
o Save your slides as a PDF file and then upload the PDF version of
your slide in Waypoint.
POWERPOINT ON KELLOGGS BRAND
• Name:
• Internship:
• Company:
Stakeholders and Customers
Stakeholders
1. Customers
2. Employees
3. Shareholders
4. Suppliers
5. Communities
6. Charities
7. Investors
8. Health organizations
Customers
➢ Kellogg’s targets average American family
of 4 or more with middle and upper middle
class income, and a busy lifestyle
➢ Kellogg’s audiences includes the
purchaser who is the parents and the
influencer who is the children
➢ It targets all demographic segmentations
➢ Customers are mainly people from urban
or metro regions
Competitors and Channel Partners
Competitors
➢ Nestle
➢ Cadbury
➢ General Mills
➢ Quaker Oats
➢ PepsiCo
➢ Danone
➢ ConAgra Foods.
Channel Partners
➢ It uses intermediaries like wholesalers,
supermarkets, high street stores, hotels,
and college vending machines.
➢ Kellogg’s uses over 20,000 suppliers
from around the world everyday
➢ It uses Facebook, Twitter and Google+
for the promotion and advertisement of
its products (Natsgunness., 2016)
Economics and Culture/Society
Economic
➢The economic factors include economic
growth, interest rates, unemployment
rates, exchange rates, and taxes.
➢Volatile currency movements
➢Strong GDP growth in emerging
markets
➢The loan rate will affect how the people
spend and their happiness.
➢Higher rates will bring in more
noteworthy projects
Culture/Society
➢ Immediate impression in terms of conviction,
culture, qualities, and frames of mind.
➢ The socioeconomic population spread in terms
of sexual orientation and age determines
advertisement
➢ Class dynamic must be considered because
having lower class majority limits sales of
Kellogg’s products
➢ Customers are increasing accepting private
labels
Globalization and Technology
Globalization
➢Kellogg’s operates in over 180 countries in
North America, Europe, Latin America,
Asia, and Australia
➢Operating in the global arena demands
tariffs’ consideration
➢It must also maintain a geopolitically
diverse supply chain
➢It should penetrates new markets such as
Africa.
➢It must choose safe and strategic
manufacturing sites in the new markets.
Technology
➢ Innovation changes the environment in
which Kellogg’s operates
➢ Innovative methods for cost-efficient
production of corn significantly reduce the
overall production cost of corn flakes
➢ It should collaborate with mobiles apps for
sale’s efficiency
➢ Spend analytics can help optimize
marketing budget.
Summary
• Kellogg’s has survived more than a century in the food industry and has
penetrated over 180 countries in the world
• It has to keep surviving both micro- and macroenvironmental factors such as
technology, globalization, competition and so on along the way.
• It must double its efforts in addressing those challenges to keep succeeding in
the future
• Established and new entrants in the market should learn about Kellogg’s and
borrow from its success.