Strategic Marketing

1. Introduction............3 1.1 Welcome to the Global Village..........3 1.2 About the Cereal Market..........3 1.3 The Kellogg's Company............4 2. Marketing Environment..............5 2.1 Porter's Five Forces Model........5 2.2 Competitive Positions...............7 2.3 Segmentation and Positioning........8 2.4 SWOT Analysis..............9 3. Strategic Planning and the Marketing Process........11 3.1 Corporate Strategies...........11 3.2 Marketing Strategies...........12 4. Implementation of the Marketing Strategy..........14 4.1 The product...........14 4.2 The price...............14 4.3 Promotion..............15 4.4 Place.....................15 4.5 Ethical Issues..........16 5. Conclusion................17 Name<Tab/>Shamith Rajitha Dias-Abeygunewardene Student ID<Tab/>S7375676F Course<Tab/>MBA, …

…up with new product lines. Kellogg's introduced Nutri Grain (bars) to capitalise on the gap in the market for convenience foods. With the consumer trends changing Kellogg's will continue to expand its snack food range, re-positioning itself as a snack food provider, which it hopes will be more profitable in the future than the breakfast cereal market. The company will also continue to focus on the key markets such as US, UK, Australia and Mexico.