1. Submitted by- Angelina Naorem ETHICAL ANALYSIS OF KELLOGG’S
2. COMPANY PROFILE An American multinational food manufacturing company. Headquartered in Battle Creek, Michigan, United States. Founded on Feb 19, 1906 by Will Keith Kellogg. In 2012, Kellogg's became the world's second-largest snack food company (after PepsiCo) by acquiring the Pringles Potato Crisps brand. Kellogg Company named as one of the 2013 “World’s Most Ethical Companies” by the Ethisphere Institute- 5th time Kellogg’s has been recognized with this honour.
3. K-VALUES Kellogg’s market leading position and reputation- built on its commitment to ethical business practices and its values-based culture. K-Values: values that guide decision-making and shape the way an organisation behaves. Kellogg’s K-Values guide the way the company interacts with all of its stakeholders. Kellogg’s products manufactured in 18 countries and sold in more than 180 countries. Kellogg’s has to manage its relationships with a variety of stakeholders around the world.
4. 1) Employees Kellogg’s invests heavily in its employees and future employees. Kellogg’s global employer brand communicates the K-Values and the wide range of benefits that Kellogg’s employees receive. Kellogg’s refreshed company vision and purpose were a direct result of feedback from employees. Like the company uses market research to identify what its consumers want, it uses employee research to find out the needs and opinions of its employees through an employee survey. Employees requested to be able to communicate more openly. So, Kellogg’s created a feedback training programme for all employees.
5. In keeping with Kellogg’s K-Values, employees are encouraged to listen to and learn from each other. There are a range of ways that employees interact with each other, these include: a) Monthly business huddles - the leadership team talks to the whole UK business about performance against business goals, employee development initiatives and new marketing campaigns. b) Kellogg’s global intranet - enables communication between employees across the globe, as well as celebrating employee achievements. c) Quarterly team talk webcasts - global and European leaders talk to employees across Europe about the performance of the business via a webcast.
6. 2) Customers Bacteria tests revealed that an open container of peanut butter manufactured by one of its suppliers, Peanut Corp. was a genetic match to the strain of salmonella that has sickened over 400 people in 43 states and contributed to two deaths. Kellogg voluntarily asked stores to stop selling its peanut butter crackers. Kellogg willingly put safety first, choosing to withdraw its crackers from the market and forego profits rather than put its customers at risk. Kellogg’s decision shows real concern for the well-being of its consumers.
7. 3) Competitors Kellogg Company is in a constant battle for the #1 spot in the US cereal market with its main rival, General Mills. While the company works to fill the world's cereal bowls, it supplements its bottom line with snacks and cookies along with convenience foods such as Eggo waffles and Nutri-Grain and Bear Naked cereal bars. The top competitors of Kellogg’s Company are General Mills Inc., Nestle S.A.,Ralcorp Holdings Inc.
8. 4) Community Kellogg’s food bank initiatives across the world help engage communities and communicate food poverty messages. Kellogg’s started working with the charity Seeds for Africa in 2010 to develop sustainable agriculture projects in Malawi and Kenya. The charity provides community groups with the tools and training they need to produce nutritious food that is secure and reliable. Kellogg’s is committed to working with farmers to achieve ‘sustainable agriculture’ where farmers grow crops year after year without negatively affecting future generations. In 2012 Kellogg’s developed its breakfast clubs…