When preparing a strategy for success, a business needs to be clear about what it wants to
achieve. It needs to know how it is going to turn its desires into reality in the face of intense
competition. Setting clear and specific aims and objectives is vital for a business to compete.
However, a business must also be aware of why it is different to others in the same market.
This case study looks at the combination of these elements and shows how Kellogg prepared
a successful strategy by setting aims and objectives linked to its unique brand.