Preparing to make a strategic change Before committing resources to creating the family of All-Bran brands, Kellogg needed to conduct research to discover whether a change was worth making and the nature of these changes. This involved carrying out a SWOT analysis to identify: Strengths of the All-Bran brand Weaknesses Opportunities existing in the market Threats – e.g. from competitors.  All-Bran’s product life cycle Kellogg created All-Bran as a product and the fibre sector of the cereal market in the 1930s. From then onwards the…

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