Conduct an in-depth analysis of an international company (Kellog’s Company) . Compare and contrast its competitive strategies within its industry. You will apply the concepts, analytical tools and frameworks of Global Strategy and Strategic Management to analyse the firm’s external and internal environments, identify the key strategic issues it faces, and present a set of recommendations to maximize the business’ long-term performance. Apply analytical framework. The analysis and report should include the following:
1. Business Model and Market analysis. Definition, lifecycle and key success factors
2. Customer analysis. Identification of key market segments (and major customers).
3. Demand trends a. drivers of demand for each segment b. 5 year forecast of market size and growth
4. Competitor analysis a. Strategic position and competitive advantage b. Historical view of strategies if appropriate
5. Factors affecting market access a. Transport, distribution, facilities, business services b. Major environmental opportunities and threats c. Government policy and regulation
6. Major technological considerations (if any)
7. Major “unknowns” about information that should be sought. Limitation of secondary sources 8. Assessment of strategic alternatives available for entry
9. Overall recommendation about attractiveness. Assessment of likely profitability of segments.
10. Appendix with key sources of information, contacts, etc.
