case study on the Kellogg Company
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Team 7
Marketing 443
Case 3, Kellogg Company
(Hollingshead, Bolling, Jones, and White)
Introduction:
In 1894 Dr. John Harvey Kellogg and Will Keith Kellogg came across the invention of flaked cereal by accident at the Battle Creek Sanitarium. This invention came about when the two brothers tried to produce better-tasting bread for the patients. On accident, they let a batch of cooked wheat go stale but decided to process it anyways. The outcome was a light and crispy flake that was well liked by the patients so much that there was a demand for them out side of the sanitarium. In response, the two started the Sanitas Nut Food Company in 1898. Later, W. K. Kellogg would expand the company with out his brother and in 1922 it was renamed the Kellogg Company.
Today, Kellogg is the leader in the cereal industry controlling 43% of the global market and 35% of the domestic market...