Kellogg’s SWOT Analysis

Strengths

Control 42% of global market share for Pre-sweeter cereal, which is more than triple the market
share of any of their competitors.

They have the strongest brand recognition and advertising recollection of all the cereal
manufacturers

Weaknesses

Have not aggressively developed many new cereal lines in the past four years.

Slow erosion of their U.S. market share in the past few years,

Follower in Pricing Strategy

Opportunities

International expansion is the biggest area for growth for Kellogg’s.

Kellogg can continue to slowly diversify, while still remaining in their core business area, which
will increase their profitability.

If they can develop a better pricing strategy and guarantee lower prices, they can reduce costs
while increasing their market share.

Threats

General Mills, Post, and Quaker Oats are using price competition and product proliferation to
erode Kellogg’s share of the market.

Discount imitation cereals brands have been successful in reducing premium brands in the more
commodity like cereals.
Kellogg Company Award and Recognition
2012
Forbes, "World's Most Reputable Companies"
Kantar Retail, "2012 U.S. PoweRanking of Top Suppliers"
Newsweek, "2012 Global Green Ranking"
Newsweek, "2012 U.S. Green Ranking"
Forbes, "World's Most Powerful Brands"
Hispanic Business, "Best Companies for Diversity Practices"
Interbrand, "Best 100 Global Brands"
Forbes, "100 Most Innovative Companies"
Fortune, “World’s Most Admired Companies”
Forbes, “America's Most Reputable Companies”
Corporate Responsibility Magazine, “100 Best Corporate Citizens”
Ethisphere Magazine, “World’s Most Ethical Companies”
Human Rights Campaign, "2012 Best Places to work for LGBT Equality"
DiversityInc, “Top 50 Company for Diversity”
Canadian Business Magazine, “World’s Most Reputable Companies”
Maclean’s (Canada), “50 Most Socially Responsible Companies”
Black Enterprise, “40 Best Companies for Diversity”
Employer Support of the Guard and Reserve, “Patriot Award”
Reader’s Digest, “Most Trusted Cereal Brand,” Canada
Marketing Magazine, “Top 5 Marketer”
2011
Fortune, “World’s Most Admired Companies”
Forbes, “World’s Most Reputable Companies”
Forbes, “America's Most Reputable Companies”
Forbes, “World’s 100 Most Innovative Companies”
Forbes, “Top Brands”
Interbrand, “Annual Top 100 Global Brands”
Boston College Center for Corporate Citizenship, 2011 CSR Top 50 Index
Roberts Environmental Center (REC) Pacific Sustainability Index, Corporate Responsibility Report
received “A” rating
Maclean’s (Canada), “50 Most Socially Responsible Companies”
Queretaro State behind Sustainable Development Secretariat, “Merit Award for Social Responsibility,”
Kellogg Latin America Headquarters
Interbrand, “Best Global Green Brands”
DiversityInc, “25 Noteworthy Companies for Diversity”
Human Rights Campaign, “2011 Best Places to Work for LGBT Equality”
Black Enterprise, “40 Best Companies for Diversity”
Hispanic Business, “Top 60 Companies for Hispanics”
LATINA Style, “50 Best Companies for Latinas”
Michigan Minority Supplier Development Council, “Corporate ONE Award”
Minority Business Development Agency, “CEO Leadership Circle of Excellence Award”
Computerworld, “100 Best Places to Work in IT”
TNS Corporate Reputation Index, ranked 2nd in U.K.
Ireland RepTrak™,“3rd Most Reputable Company in Ireland”
Reader’s Digest, “Most Trusted Brand Award,” Germany, Finland, Austria, Sweden, Switzerland, The
Netherlands, Belgium and France
El Economista & The Top Companies, “Empresas + Felices de Centroamérica y el Caribe 2011”