This report starts with a proper introduction which gives a fair idea about the basic concept of strategic management and the sequence of work that is followed throughout the project.
Since the project is on Kellogg, it is very important to have a clear understanding about the company, its business model, products, and employees. This report includes a brief but well structured overview of Kellogg Company.
There are several strategic management models. Two of such models (Porter’s five forces and Ansoff Matrix) are used in this report. The main theory behind these models and their application in the context of Kellogg are properly discussed in this paper.
‘Strategic management’ is one of the most widely investigated terms in the global business environment in the recent past. The concept has arrived from the word strategy. Ansoff and McDonnell have defined strategic management as “a systematic approach for managing strategic change which consists of positioning of the firm through strategy and capability planning and real time strategic response through issue management.” (Cole, 2003). According to Andreas Rasche, main objective of strategic management is to create potentials with the purpose of achieving future success by directing organisations regarding what they can do and what they need to do in order to stay ahead of competitors (Rasche, 2007). Strategic management deals with the formulation of business strategies along with its proper implementation in order to achieve various strategic objectives. It is very important to have a clear understanding regarding the internal and external environment of the organisation before making business strategies. Strategies that are made without any prior knowledge of company’s internal and external environment are likely to have high chance of failing and failed strategies ultimately result to the wastage of valuable resources like time and