Kellogg's is the world's leading cereal producer that operates according to its K-Values of ethical business practices. It engages with both internal and external stakeholders through various initiatives. Kellogg's ensures employee engagement is high as employees are key stakeholders, and their diversity helps the company innovate. Externally, Kellogg's uses approaches like case studies with youth and advertising campaigns using various media to engage UK customers. Its community initiatives in other countries support Kellogg's vision of enriching lives through nourishing foods by focusing on issues like food poverty and sustainable agriculture.

1. P R E S E N T E D B Y :
M A R I A A F Z A L
Case study
Kellogg's

2. 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

3. Q1. Identify Kellogg’s key internal and external stakeholders.
Ans. Kellogg’s Key Internal stakeholders are :
 Employees at all levels, all over the world.
 Shareholders
 Both groups are vital for the success.
Kellogg’s Key External stakeholders are :
 Customers
 Suppliers
 Communities
 Charities
 Using plenty of communication sources to reach different external
stakeholders.
Question/answer

4. 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.

5. 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.

6. 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.

7. 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.

8.  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

9. 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)