MBA 560 Discussion 1.docx - MBA 560 Discussion 1 Strategic...

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MBA 560 Discussion 1 Strategic positioning is indeed a vital aspect of ensuring the success of a company; it establishes a company’s product identity within the eyes of the consumer/purchase. In the case of Kellogg’s positioning strategy was affected by variables related to customers' motivations and requirements, as well as by its competitors' actions. While Kelloggs became comfortable at the top, consumers slowly moved away from the typical cereal though the breakfast “occasion” is seeing more growth as consumer turn to yogurts or freshly made alternatives like eggs and toast, with the change in consumer perception of food and the overall effect it had on Kelloggs with slipped sales of 2% to $3.64 billion in 2014, it evidently shows evaluation and reevaluation was absent from Kellogg business strategy in this segment. Furthermore, General Mills one of Kellogg's key competitors was fast enough to stake their positions in the trending breakfast mills like foods free from gluten, natural and organic foods, foods that deliver more fiber, more protein and whole grain, and foods free from artificial ingredients while Kelloggs is still trying to catch up with their Kashi health foods and also a move into the yogurt sector with the 2014 deal with Danon SA in order to catch up with trends. The Distilled, and Blended Liquors (Whiskey) current market background This market domain is comprised of organizations who take a wide range of raw ingredients, Including grains, vegetables, fruits, and sugars, and make them into spirits which at that point Bottled and sold to wholesalers, retailers, and their various customers.

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