Reference no: EM132191453

Read: Re-branding a Corporate Image A Kellogg's case study Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below. Page 1: Introduction When Will Kellogg accidentally invented a new breakfast food in Battle Creek, Michigan in 1894, he did not realise that he was on the threshold of forming a major food manufacturing company. His name would become one of the most instantly recognised throughout the world. Today, Kellogg's is an American owned organisation that has a true global market. It has four main divisions covering North America, South & Central America, Asia Pacific, and finally Europe, Africa and the Middle East. The European Headquarters is in the UK, which along with Ireland has the highest per capita consumption in the world. However, Kellogg's has manufacturing operations in several different European countries. The supply chain management, covering all aspects of production, logistics and finance is organised on a pan-European basis, which gives substantial economies of scale. However, marketing and sales tend to be more locally based to meet the different cultural needs as the markets across Europe can vary enormously. Questions: 1. What method did Kellogg’s primarily use to get the cereal into the homes of potential customers? 2. Why did Kellogg’s launch a new image for each of its cereal brands? 3. How did Kellogg’s gradually introduce the new image for each of its cereal brands?