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Kellogg's operates mainly in the RTE sector, with a range of 34 products, and is most famous for its Corn Flakes product. Other popular brands include Frosties, Crunchy Nut Corn Flakes, Rice Krispies, Special K, Coco Pops, Bran Flakes, All-Bran, Frosted Wheat and Fruit `n Fibre.
A few years ago, Kellogg Company changed the way it operated its business (Annual Report 2006). They adopted a simple strategy that focused on three main priorities. They also adopted a business model that provided for realistic targets and the investment necessary to achieve those targets over the long term. Finally, they incorporated three operating principles that drive profitable revenue growth, keep them focused on the generation of cash, and reinforce the importance of having the right people in the right jobs...
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