Communicating the strategy
Effective communication is vital for any strategy to be successful. Kellogg’s success is due to
how well it communicated its objectives to consumers to help them consider how to ‘Get the
Balance Right’. It developed different forms of communication to convey the message ‘eat to
be fit’ to all its customers.
External communication takes place between an organisation and the outside world. As
a large organisation, Kellogg uses many different forms of communication with its customers.
For example, it uses the cartoon characters of Jack & Aimee to communicate a message that
emphasises the need to ‘Get the Balance Right’. By using Jack & Aimee, Kellogg is able to
advise parents and children about the importance of exercise. These characters can be found
on the back of cereal packets.
The company has also produced a series of leaflets for its customers on topics such as eating
for health and calcium for strong bones. These are available on its website.
Internal communication takes place within an organisation. Kellogg uses many different
ways to communicate with its employees. For example, Kellogg produces a house
magazine which is distributed to everybody working for Kellogg. The magazine includes
articles on issues such as getting the balance of food and exercise right. It also highlights the
work that Kellogg has undertaken within sport and the community. To encourage its
employees to do more walking, Kellogg supplied each of its staff with a pedometer. Such
activities have helped Kellogg’s employees to understand the business objectives and why the
business has created them. It also shows clearly what it has done to achieve them.
Conclusion
Research undertaken by Kellogg as part of the 2005 Family Health Study emphasised that a
balanced diet as well as regular exercise were essential for good all round health and
wellbeing. Kellogg is demonstrating good corporate responsibility by promoting and
communicating this message whenever it can and by investing money in the appropriate
activities. This was the broad aim. To achieve this aim, Kellogg set out measurable objectives.
It developed a business strategy that engaged Kellogg in a series of activities and
relationships with other organisations. The key was not just to create a message about a
balanced lifestyle for its consumers. It was also to set up activities that helped them achieve
this lifestyle. This case study illustrates how consumers, given the right information, have
made informed choices about food and living healthily
Communicating the strategyEffective communication is vital for any strategy to be successful. Kellogg’s success is due tohow well it communicated its objectives to consumers to help them consider how to ‘Get theBalance Right’. It developed different forms of communication to convey the message ‘eat tobe fit’ to all its customers.External communication takes place between an organisation and the outside world. Asa large organisation, Kellogg uses many different forms of communication with its customers.For example, it uses the cartoon characters of Jack & Aimee to communicate a message thatemphasises the need to ‘Get the Balance Right’. By using Jack & Aimee, Kellogg is able toadvise parents and children about the importance of exercise. These characters can be foundon the back of cereal packets.The company has also produced a series of leaflets for its customers on topics such as eatingfor health and calcium for strong bones. These are available on its website.Internal communication takes place within an organisation. Kellogg uses many differentways to communicate with its employees. For example, Kellogg produces a housemagazine which is distributed to everybody working for Kellogg. The magazine includesarticles on issues such as getting the balance of food and exercise right. It also highlights thework that Kellogg has undertaken within sport and the community. To encourage itsemployees to do more walking, Kellogg supplied each of its staff with a pedometer. Such
activities have helped Kellogg’s employees to understand the business objectives and why the
business has created them. It also shows clearly what it has done to achieve them.
Conclusion
Research undertaken by Kellogg as part of the 2005 Family Health Study emphasised that a
balanced diet as well as regular exercise were essential for good all round health and
wellbeing. Kellogg is demonstrating good corporate responsibility by promoting and
communicating this message whenever it can and by investing money in the appropriate
activities. This was the broad aim. To achieve this aim, Kellogg set out measurable objectives.
It developed a business strategy that engaged Kellogg in a series of activities and
relationships with other organisations. The key was not just to create a message about a
balanced lifestyle for its consumers. It was also to set up activities that helped them achieve
this lifestyle. This case study illustrates how consumers, given the right information, have
made informed choices about food and living healthily
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