Kellogg Conflict Management Role Conflict Between Marketing Business Plan

PAGES
2
WORDS
764
Cite

KELLOGG Conflict management

Role conflict between marketing and production departments

Kellogg has insufficient communication between its product development and marketing departments. Increasingly, Americans are trying to eat more healthfully, which includes consuming fresher, sustainable, and unprocessed foods. Kellogg is a noted purveyor of cereals, including sugary cereals. A desire for less carbohydrate and sugar-dense breakfast options and the greater diversification of American tastes in general could mean that the company may face long-term demand-related problems later on."Kellogg, which had revenue of nearly $13 billion last year, is the world's largest cereal maker by sales as well as a leading producer of cookies, crackers, frozen waffles and toaster pastries" (Carey 2010). It must strive to retain this market base and cannot rest on its current laurels of success. Kellogg is insufficiently diversified in the healthy cereal market. However, there is a clear conflict between the missions of the marketing and production departments -- the marketing department wishes to 'sell' the product to consumers based upon popular health claims, while the production department is creating foods that remain sugary, unhealthy and tasty.

2.2 -- Horizontal conflict: production...

...

In 2009, Kellogg was cited for a violation of truthful advertising laws by the FTC for its Frosted Mini-Wheats and forced to change the claims on the packaging. Kellogg must strive to more realistically promote these core products, else it garner more bad publicity but there is resistance to doing so amongst marketing staff.
2.3 -- Vertical conflict -- insufficient communication between Kellogg and suppliers

There are also concerns about contamination problems at Kellogg, after a 2010 recall of cereals was necessitated because of a strange odour emanating from the boxes that was linked to a chemical involved in the processing of the interior lining of the boxes that could cause nausea and diarrhea (Pepitone 2010). This suggests…

Sources Used in Documents:

References

Albertson AM, Thompson D, Franko DL, Kleinman RE, Barton BA, Crockett SJ. (2008).

Consumption of breakfast cereal is associated with positive health outcomes:

Evidence from the National Heart, Lung, and Blood Institute Growth and Health

Study. Nutr Res., (11):744-52. Retrieved:
http://www.ncbi.nlm.nih.gov/pubmed/19083483
http://online.wsj.com/article/SB10001424052748703340904575284701223216466.html
Retrieved: http://money.cnn.com/2010/06/25/news/companies/kellogg_recall/index.htm


Cite this Document:

"Kellogg Conflict Management Role Conflict Between Marketing" (2012, March 17) Retrieved April 20, 2024, from
https://www.paperdue.com/essay/kellogg-conflict-management-role-conflict-113806

"Kellogg Conflict Management Role Conflict Between Marketing" 17 March 2012. Web.20 April. 2024. <
https://www.paperdue.com/essay/kellogg-conflict-management-role-conflict-113806>

"Kellogg Conflict Management Role Conflict Between Marketing", 17 March 2012, Accessed.20 April. 2024,
https://www.paperdue.com/essay/kellogg-conflict-management-role-conflict-113806

Related Documents

Managing Advertising, Sales Promotion, Public Relation and Direct Marketing Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one

Paradox Marketing
PAGES 40 WORDS 11968

Paradox Marketing Implementation for Business Sustainability in Indonesian Telecommunication Company The study provides the analysis of paradox marketing strategy implementation for business sustainability for Indonesian telecommunication company using the Telkom as a center of investigation. The research objectives have been achieved and research questions answered using both the primary and secondary research. The secondary data are collected using a comprehensive literature review from various scholarly research articles. Moreover, comprehensive literature

Bundy, R. "Changing Role of
PAGES 20 WORDS 7658

The enablers include the competence of the people, the culture of the corporation, internal development, worker engagement, efficient and effective communication, and innovative learning. Becker, B. & Gerhart, B. (1996). The impact of human resource management on organizational performance: progress and prospects. Academy of Management Journal, 39 (4), pp. 779-801. The research attempts to advance debates on a nascent link between the human resource systems and the strategic impact of human

Public Relations So what is a business? A business is an organization that operates to generate profits, usually for its owners. Those owners may be a private individual or individuals, a group of individuals who form a partnership, or a wider group of people with a financial interest in the business and its profits because they are shareholders or members. The things a business does to generate those profits are varied.

The Foundation called specific attention to the prospect of institutional and policy-level strategies to increase the participation of under-represented minorities in the health professions. In response, the Institute Committee on Institutional and Policy-Level Strategies for Increasing the Diversity of the U.S. Healthcare Workforce came out with a report, entitled "In the Nation's Compelling Interest: Ensuring Diversity in the Health Care Workforce." The Committee consisted mostly of academicians, two of

Diversity is increasingly becoming a serious HR issue for companies in the 21st century marketplace. Organizations have been forced to develop strategies for increasing the representation of minority groups and making their workplaces more favorable for them. General Mills was recently named one of the most inclusive companies in the world. This text examines the company's diversity program with the aim of determining what it does differently from competitors and