Extending the product life cycle

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Introduction Businesses need to set themselves clear aims and objectives if they are going to succeed. The Kellogg Company is the world’s leading producer of breakfast cereals and convenience foods, such as cereal bars, and aims to maintain that position.  In 2006, Kellogg’s had total worldwide sales of almost $11 billion (£5.5 billion).  In 2007, it was Britain’s biggest selling grocery brand, with sales of more than £550 million.  Product lines include ready-to-eat cereals (i.e. not hot cereals like porridge) and nutritious snacks, such as…

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