Zinjani igrrrrrreat zabo? Inyani entsha ye-Kellogg kukuba yeyona nkampani ilungileyo yokutya okuziinkozo emhlabeni ayisenamsebenzi.Ifoto nguTim Boyle / Getty Izithombe Inkampani yaseKellogg icwangciselwe ukukhupha iziphumo zayo zekota yokuqala ye-2019 ngoMeyi 2. IWall Street kunye nabahlalutyi beshishini baxhalabile ngoKellogg's ukuba anike ingxelo ngengeniso yakhe, njengoko umboneleli weenkozo kunye nezinye izinto zokutya ebethe uqikelelo lwengeniso kathathu kwiikota ezine ezilandelelweyo, i umyinge ube ziipesenti ezi-5.6. Ngaba iKellogg ingagcina amandla?
Inyani eNtsha kaKellogg
I-Kellogg yaba yinkampani kwi-1898 emva komsunguli u-W.K. UKellogg kunye nomntakwabo, uGqr. John Harvey Kellogg, ngempazamo bafaka iberry yengqolowa-impazamo eya kukhokelela kwirisithi yeKellogg's Corn Flakes. Inkampani, ikomkhulu layo lise-Battle Creek, eMichigan, ngoku isebenza kumazwe ali-180, ibonelela ngokutya okulungele ukutya kunye nezinye iimveliso zokutya. Ukuthengiswa kwayo kwe-2018 kuxabise i-13.5 yezigidigidi, i-5.39 yeepesenti inyuke ukusuka kwi-2017.
Bhalisa kwiNcwadana yeShishini yaBabukeli
I-Kellogg yenze ezinye zezona zaziwa kakhulu Iimpawu emhlabeni: I-Froot Loops, i-Frosted Flakes, i-Special K, i-Rice Krispies, i-Pop Tarts, i-Eggo Waffles, i-Nutri-Grain Bar kwaye, ngokuqinisekileyo, i-Kellogg's Corn Flakes, ngokuqinisekileyo i-cereal ethandwa kakhulu. Ukuxela ukuba izigidi zabantwana zikhule zinemveliso ye-Kellogg ekhaya yinto exabisekileyo. I-Kellogg yeyaseMelika kwaye uninzi lwehlabathi elinikezela ngesidlo sakusasa.
Ngelishwa kwi-Kellogg's, iimveliso inkampani ethembele kuyo ngaphezulu kweminyaka eyi-100 ziye zathandwa ngabathengi banamhlanje abazi impilo, okukhokelela ekunciphiseni ukuthengisa kwipotfoliyo yeemveliso zeKellogg. Ichazwe ngenye indlela, iimveliso ezizise uKellogg's njengenkampani (ukutya okuziinkozo) ngoku zinokubanamandla okuba buthathaka kwaye kude kubulale nenkampani. Inyani entsha ye-Kellogg kukuba yeyona nkampani ilungileyo yokutya okuziinkozo emhlabeni ayisenamsebenzi. Ukuze uphile kwaye uphumelele, i-Kellogg's kufuneka iguquke. Akukho msebenzi ulula. 
Ngama-70s, iiKellogg zazisele zanda zaya kwi-Great Britain, Central America nase Spain. Lo mfanekiso katata othengela iiCorn Flakes wathathwa kwivenkile enkulu yaseFoodtown eLondon ngoMatshi 4, 1974.Imigangatho yangokuhlwa / imifanekiso kaFetty
UKellogg Uyazama
Ukutshintsha ibali likaKellogg ekubeni yinkampani esokolayo ibe yinkampani enekamva, ibhodi yabalawuli bakaKellogg ibeke uSteve Cahillane kwindima ye-CEO ngo-2017. UCahillane waqeshelwa umsebenzi ophezulu wenkampani ye-cereal eneminyaka eli-113 ubudala. kwaye ujongene nomsebenzi omnye: yenza ukuba inkampani ikhule kwakhona. UCahillane wayengumphathi we-CEO weNdalo ye-Bounty, inkampani yezempilo kunye nokuba sempilweni. Phambi kokujoyina i-Kellogg's, uCahillane ubambe izikhundla eziphezulu eCoca-Cola naseAnheuser-Busch InBev. Ndiyakholelwa ukuba uCahillane unesibindi sokubuza imibuzo enzima eKellogg, kwaye ndiyakholelwa ukuba ibhodi yabalawuli iyakuxhasa. Nangona kunjalo, kuhlala kubonakala ukuba uCahillane kunye nebhodi bazimisele ukuya kude kangakanani.
Ndinika uzuko kuCahillane njengoko sele ehambile ngokukhawuleza okoko ethathe indima ye-CEO. Uzinzise intengiso kaKellogg kwaye iphehlelelwe Isicwangciso-qhinga sotshintsho, 'Sebenzisa ukuHluma.' I-2018 ibingunyaka wokuba 'ipivot yokukhula' kugxilwe kwezi ndawo zilandelayo:
- Isicwangciso-qhinga -Fezekisa 'ukuhambisa ukukhula' ukulungelelanisa abaphathi, abahlobo kunye nequmrhu ukuze likhule ngezinto eziphambili ngokubaluleka kunye nezinto ezibonakalayo ezenziwayo;
- Ipotifoliyo-Yakha inkampani kwakhona ngokuthenga, utyalo-mali ngobuchule; iimveliso zokwahlulahlula ezingasazifezekisiyo iimfuno zenkampani okanye abathengi;
- Utyalomali-izimvo ezomeleleyo, i-ROI ephuculweyo, ukuvuselela iimveliso, ukuphucula amandla; kwaye
- Inkqubela phambili-Uzinzise intengiso yentengiso yendalo, uphucule intsebenzo yokusetyenziswa.
UCahillane ubonakala anelisekile yinkqubela phambili yangoku yenkampani ngokusekwe kwizimvo ezivela kwinkampani yokugqibela Ingxelo yomvuzo , endithembele kuyo kuninzi lolwazi oluqulethwe kweli nqaku:
Amawaka amabini aneshumi elinesibhozo ibingunyaka obalulekileyo kuthi, apho sibambe iqhaza ekukhuleni emva kokunciphisa ngempumelelo iindleko zethu kule minyaka idlulileyo. Sisungule i-'Deploy for Growth, 'isicwangciso-nkqubo esisinika ukucaca kwizinto eziphambili, kwaye sithathe amanyathelo afanelekileyo okubuyisela iNkampani yethu kuhlumo oluphezulu lomgangatho ophezulu. Kusenomsebenzi omninzi ekufuneka siwenzile, kodwa senze inkqubela phambili ekwakheni ngokutsha iipotifoliyo yethu ekukhuleni, ekuvuseleleni iimveliso eziphambili kunye nasekuphuhliseni amandla. Uzinzo lwethu lokwehla kwentengiso yokuthengisa kunye nokuphucuka kokusebenza kwintengiso kwihlabathi liphela ziyimpawu ezicacileyo zale nkqubela. Olu tyalo-mali kunye nenkqubela-phambili iya kubonakala kwakhona kwi-2019, ukusibeka kwindlela yozinzo, enenzuzo ekukhuleni kwexesha.
I-Kellogg's yenze utshintsho ngokwenene. Ukufumana ukubambeka kubathengi kugxile kwezempilo kunye nokutya, inkampani iye yenza ukufunyanwa okuthe kratya kweempawu ezijolise kwezempilo, njenge-RXBAR, efunyenwe nguKellogg nge-600 yezigidi zeedola ngasekupheleni kuka-2017.
Elona nyathelo lobulumko lenziwa nguKellogg's kwi-2018 yayikukukhetha ukhetho lokufumana isibonda kumvelisi wokutya ohlanganisiweyo iTolaram Africa Foods-inkampani exhaswa yiSingapore Iqela leTolaram -Izigidi ezingama- $ 420 njengoko inkampani ifuna ukwandisa ubukho bayo kwimakethi yaseAfrika. (Amava omsebenzi wam amaninzi aseAfrika nakwezinye iindawo zamazwe aphesheya njenge China, India, Asia Pacific, Brazil kunye ne Latin America, iYurophu ne Russia. .)
Ngaba Kwanele?
Kutshanje uKellogg ubonakalisile ukuba imbi kangakanani malunga neempawu zokwahlula ngokuvuma thengisa ii-cookies kunye neziqhamo ze-snack zeziqhamo, kubandakanya uKeebler kunye no-Amos owaziwayo, kuFerrero SpA nge-1.3 yezigidigidi zeedola, njengoko umenzi weecereal egxila kwiindawo ezikhula ngokukhawuleza zeshishini lakhe.
Ndisiqhwabela izandla isigqibo sokususa ii-cookies kunye neziqhamo zokutya. I-Kellogg's kufuneka yahlule iimveliso kunye nokusika iindleko ukuze ikhule yomelele. Eyona nto iyimbi inkampani enokuyenza kukugcina uhlobo lokunyaniseka okungaboniyo kwixa elidlulileyo njengoko kunxulumene neempawu okanye iindidi. Andiqinisekanga ukuba uCahillane ukholelwa kule nto ngamandla njengokuba ndenzayo. Kwi udliwanondlebe nge Ithamsanqa , U-Cahillane wathi, Ukuba ukutya okuziinkozo kucaba, singaphila nako. Andivumi. I-Kellogg's akufuneki ichithe imali kunye nezixhobo kumanqanaba asezantsi kunye nokukhula okuphantsi, njenge-cereal e-US, xa kukho imida ephezulu kunye neendawo zokukhulisa ezinokutyalwa nguKellogg. Ukutya okutya e-US kwehle malunga ne-9 yezigidigidi zeedola ngo-2018 ukusuka kwi- $ 9.9 yezigidigidi zeminyaka emihlanu ngaphambili, ngokuka idatha evela kwi-Euromonitor . Ukufakwa kwesilivere kukuba le meko iguqukile kwinqanaba lehlabathi. Kwilizwe liphela, ukuthengisa ukutya okuziinkozo kufike kwi-24.6 yezigidigidi zeedola kulo nyaka uphelileyo, ukusuka kwi- $ 23.2 yezigidigidi ngo-2013 Ithamsanqa inqaku.
Ukuze ukhule, kufuneka uKellogg ukunciphisa ijolise kukutya okuziinkozo eMelika, ngelixa iyanda imfuno yokutya kwayo (kunye nezinye iimveliso) kwiindawo zehlabathi ezisebenza kuzo. Njengokuba iSampbell Soup ingenakho ukukhetha ngaphandle kokulahla yonke isuphu yayo ukuze ikhule kwaye ibe yinkampani enokhuphiswano ngakumbi, i-Kellogg's ayinakho ukukhetha kodwa ekugqibeleni ize kufikelela ekuqondeni ukuba ukwahlula uninzi lweempawu zayo zesiriyeli sesona sicwangciso Isigqibo esikrelekrele esinokusenza. 
Sala-ke, Keebler Elves! I-Kellogg's ithengisa uKeebler, kunye namanye amaqebengwana e-cookie kunye neziqhamo, kumenzi weNutella nge- $ 1.3 yezigidigidi kwisivumelwano ekulindeleke ukuba sivalwe ukuphela kukaJulayi.UMichael Smith / abenzi beendaba
Ukhetho olunqabileyo, kwaye enye ndiyakholelwa ukuba kaKellogg kufuneka ayiqwalasele, kukuthatha ishishini lokutya okuziinkozo labucala. Ukuthatha ishishini lokutya okuziinkozo likaKellogg kungasindisa inkampani izigidi zeedola kukhuseleko lokufayilisha, kulawulo nakubalo. Ukongeza, iya kunika uKellogg amandla okwenza utshintsho kunye nokuvavanya izicwangciso ezitsha kude nokujonga kunye nokufuna kwamehlo eWall Street kunye nabahlalutyi beshishini. I-Kellogg's inokuqhuba ngokubanzi ngokwenza izifundo zokunikezelwa kwenethiwekhi ukuyila kunye nokuphumeza isixokelelwano esineendleko eziphantsi kodwa esisebenzayo, imveliso kunye necebo lokufumana ulwazi elikwaziyo ukuhlangabezana neemfuno ngeendleko. Injongo kufuneka ibe kukwandisa ukungena kwemali ngelixa unciphisa utyalo-mali lwenkunzi kunye nokuphucula ukusebenza.
Into ekufuneka yenziwe nguKellogg
Ukuhlengahlengisa iphothifoliyo yeKellogg ukulungelelanisa ngcono neendlela zabathengi yinto ekufuneka uyenzile. Kwindima yam njengomcebisi wehlabathi, ndiqhubeka ndifumana inyani kwishishini-ibango leemveliso zenkampani ayisiyiyo yonke into; kuphela kwento. Ukuba uphawu aluthengisi, ukuba ibango liphantsi kwiimveliso ezithile okanye lonke udidi, elona nyathelo lililo lokuhamba ngobuchule kukwahlula iimveliso kunye neempawu ukuba zomelele njengenkampani.
Iinkampani ziyasilela ngenxa yokuba iipotifoliyo zazo azimiselwanga impumelelo. . , UDenise Morrison, akaphumelelanga kuwo onke amanqanaba ukukhulisa amandla okwahlula uCampbell okanye ukunika inkampani isicwangciso esiliqili. Ngaphantsi kwazo naziphi na iimeko uKellogg unokukwazi ukwenza iimpazamo eziyintlekele. Endaweni yoko, ukuhlala enye iminyaka eyi-100 kunye nokuhlala ndibalulekile kubathengi, ndiyakholelwa ukuba iKellogg's kuya kufuneka yenze oku kulandelayo:
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Impazamo endiyibona rhoqo njengomcebisi kukuba iinkampani ngempazamo zahlulahlula iimfuno zabathengi zeemveliso kwi-e-commerce, ukurhweba kwemida, ukuthengisa izinto ezibonakalayo kunye neB2B. Ukulawula iimfuno zawo onke amajelo, iinkampani zisebenzisana nomsinga ongapheliyo wabathengisi kwaye zingenise umjikelo ongapheliyo wokubopha kwisicelo esinye emva kwesinye. Ukwenza izinto zibe mbi nangakumbi, iinkampani ziye zasilela ukuhlangabezana neemfuno ngenxa yamanqanaba amakhulu okuntsonkotha kumxokelelwano wonikezelo kwihlabathi jikelele.
Ndicebisa ukuba uKellogg agxile kwimizamo yakhe yokuchonga isicwangciso sakhe seminyaka eli-10 kunye nokusebenza ngasemva ukumisela elona qonga liphezulu ledigital elifunekayo lokuqonda iimfuno ezivela kubathengi nakubathengi beB2B, kunye nokumisela ijelo elifanelekileyo lokuhlangabezana nemfuno. I-Kellogg's kufuneka iyile, yakhe okanye ifumane iqonga, endaweni yokuxhomekeka kubantu besithathu. I-Kellogg's nayo kufuneka iqinisekise ukuba igcina kwaye ilawula yonke idatha eveliswe kwimisebenzi yayo yehlabathi.
Andinakugxininisa kweli nqanaba ngokwaneleyo-ukutyala imali kwikhonkco lonikezelo kufuneka kube yinto ephambili kwi-Kellogg's, njengoko ndikholelwa ukuba i-Kellogg's inokuphakamisa ubonelelo olusebenzayo lwehlabathi ukwenza ukukhula kunye nokufumana inzuzo yokhuphiswano. Ndicebisa ukusetyenziswa kwe IAERA ukuthatha ikhonkco lonikezelo lukaKellogg ukuya kwinqanaba elilandelayo, kunye nokufunda komatshini kunye ne-AI ukuzenzekelayo ukucwangciswa kwemfuno, ukuqikelela, ukucwangciswa kwamandla, ukucwangciswa kwezothutho, ukuhanjiswa kweemayile zokugqibela kunye nokuqhubeka nokwandisa ikhonkco lonikezelo ukunciphisa iindleko nobunzima. I-Kellogg's kufuneka izabalazele ukufezekisa ubonelelo oluzenzekelayo kwihlabathi liphela. 
Ukutya kweCereal eMelika kuyawa, kodwa icephe elikhulu lezinto ezintsha ezinokucwangciswa zinokugcina iKellogg's ingaphezulu komdlalo wayo.I-Pixabay
Ukuqukumbela: Ngaba uKellogg Uyaphumelela?
Ukuze siphile kwaye siphile, uKellogg kufuneka atshintshe ukusuka kwinkampani yoSuku lwesiBini aye kwinkampani yoSuku lokuqala, ekulungele ukwamkela nokwenza izinto ezintsha. Inyaniso yokuba i-Kellogg yinkampani egxile kakhulu kwi-cereal kunye ne-snacks ayithethi ukuba i-Kellogg kufuneka ibe yinkampani yokutya kunye ne-snack kwikamva.
Ngaba iNkampani yeKellogg iya kuphumelela? I-Cereal idale i-Kellogg's. Kodwa ngaphandle kokuba inkampani inokucinga ukuba inkulu kakhulu kunendlela yokudla kwasekuseni, ukutya okuziinkozo ekugqibeleni kuyakubulala iKellogg's.
( Ukubhengezwa ngokupheleleyo: UKUYA Ngomhla wokubhalwa kweli nqaku, andinabo ubudlelwane bezemali okanye beshishini nayo nayiphi na inkampani endikucebisayo okanye ekubhekiswa kuyo kweli nqaku. Olu luluvo lwam kuphela. Ndihlala ndibhala kwaye ndithetha esidlangalaleni malunga neKellogg's ukusukela ngo-2000, kwaye ndicatshulwe kakhulu. Ndadibana ne-2017 ngo-Kellogg ndifuna uluvo lwam malunga nelona hlobo lubalaseleyo lweKellogg's ukuba bayifumane. Khange ndicebise i-RXBAR ngezizathu ezininzi, ubukhulu becala, ubunzima beshishini eliqhutywa lusapho luza neemveliso zokwanda ngokwendidi ezahlukeneyo. Endaweni yoko, ndacebisa ukuba uKellogg afumane iSondlo seKutya, ngoku yenye yeenkampani zesondlo ezihamba phambili kwihlabathi liphela kunye nenkokheli kudidi lweproteyini bar. Ndikwacebise ukuba uKellogg kufuneka afumane iCytoSport, umenzi weproteyini ehamba phambili, iMuscle Milk. U-Kellogg wayengumthengi we-Deloitte xa ndandisebenza eDeloitte njengomcebisi, kwaye ndandixhasa ukuthengisa okuninzi. )
