Reference no: EM133549224

Question: Kellogg's is the world's leading producer of cereal and a leading producer of convenience foods; including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and cones, with 2020 global sales of about $15.7 billion and a market share of more than 40 percent. David Mackey, CEO of Kellogg's, takes pride in being part of the Kellogg's company because of the consistency of the decisions that are made within the company to promote the long-term growth of the business, as well as serve the needs of their people and communities. With such a large market share, one would think that Kellogg's is untouchable. However, Kellogg's faced a slump in the market. Its cereal sales were declining, and it had to face the challenge of getting out of its slump. Kellogg's, therefore, turned to marketing research to identify the problem and develop several potential solutions to increase cereal sales. Kellogg's used several tasks to identify the problem. The researchers spoke to decision makers within the company, interviewed industry experts, conducted a review of available data, and posted a link to an online survey on the Kellogg's Facebook fan page. Several important issues came out of these projects. Current