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International Marketing Introduction: Kellogg’s Kellogg’s also known as the Kellogg Company is a multinational food corporation which specializes in manufacturing cereal and other convenience food like crackers, pastries, toaster, cereal bars, waffles and other vegetarian foods (Kellogg’s, 2013b).
One of the main objectives of the company is to promote healthy food for the betterment of the society and community. Kellogg’s cereal is manufactured in more than 20 countries in the world and is marketed in more than 180 countries of the world (Kellogg’s, 2013j). The company is headquartered at Michigan and the largest factory is situated in Trafford Park. Kellogg’s was formed by W.K. Kellogg’s in the year 1906 (Kellogg’s, 2013c). Kellogg’s maintains a diverse workforce and believes in promoting a healthy work environment (Kellogg’s, 2013f) for successful completion and attainment of goals (Kellogg’s, 2013d). In the year 2012 Kellogg’s was considered as the world’s second largest snack company after Pepsi Co Ltd by acquiring Pringles Potato chips from Procter &Gamble for an amount of $2.7 million (Kellogg’s, 2013k). The company has been offered several awards for delivering excellent performance and high quality products like the “Top 50 Company for Diversity from Diversity Inc and “100 Best Places to Work” from Computer World (Kellogg’s, 2013e). Although, the brand has been successful in marketing cereals of varied flavours the company earns majority of its revenue from its core product which is the plain flavoured cereal. ...
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