1 / 6

The Times 100 Business Case Studies

The Times 100 Business Case Studies. Kellogg’s Supply chain from manufacturing to shelf. Introduction. Kellogg’s is the world’s leading breakfast cereal manufacturer Its business strategy focuses on growth but with regard for its effect on the environment

ina
Download Presentation

The Times 100 Business Case Studies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. The Times 100 Business Case Studies Kellogg’s Supply chain from manufacturing to shelf

  2. Introduction • Kellogg’s is the world’s leading breakfast cereal manufacturer • Its business strategy focuses on growth but with regard for its effect on the environment • Corporate responsibility gives a long term, sustainable approach which delivers business benefits • Kellogg’s Global Code of Ethics shows its commitment to sustainable behaviour

  3. The supply chain • Covers three sectors of industry – primary (raw materials), secondary (manufacturing) and tertiary (services) • Businesses aim to eliminate waste in the supply chain e.g. reducing carbon emissions, use of energy and water, improving packaging • Kellogg’s is not active in the primary sector but uses raw materials, eg corn, wheat, sugar

  4. The supply chain - secondary • Kellogg’s specialises in the manufacturing area and uses partners for other activities e.g. transport, with Service Level Agreements • Its R&D programmes develop new recipes • It locates manufacturing plants near to its distribution partners for efficiency

  5. The supply chain - tertiary • Tertiary includes retailers or service companies (eg IT) • Kellogg’s relies on relationships with retailers to reach consumers, eg developing new displays for easier promotion of its products • Stock storage and transportation link the three sectors of industry • Kellogg’s shares transportation to reduce costs and improve energy use

  6. Managing the supply chain • The marketing mix provides focus for managing the supply chain • Kellogg’s manufactures the right products based on research • Controls production costs to keep prices competitive • Its partners manage the distribution and placing of products • It works with retailers to improve promotion of its products and reduce the cost of stock holdings

More Related