Case 3 – Kellogg’S Cornflakes

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Case 3 – Kellogg’s Cornflakes Advantage of performing gap analysis: ➢ Gap analysis gives a clear idea for an organization about “what we are now?” and “Where do we want to be in?” in the marketing strategy development process. ➢ Gap analysis helps the organization to design the appropriate marketing strategies (the time frame, focus and key task). ➢ Gap analysis helps to define how much the resource required fulfilling the goals and ensure resources are allocated effectively. ➢ It helps to define the marketing activities required and the potential competitors involved. ➢ It ensures the targeted corporate objectives are clear & realistic and helps to adjust their objective to more achievable level. Impact on marketing team: As mentioned, gap analysis will affect the marketing team defining marketing strategies in terms of time frame, focus, key task, resources and proactive marketing activities regarding to potential competitors and the brand itself. ➢ Time frame: As Kellogg’s wants to re-position their image / status in the cereal industry and be a leader in product innovation; a long term time frame is needed. The marketing team should consider all the planning in strategic basis. ➢ Focus: To strengthen seven of their cereal products and develop the market outside US. The focus is definitely broad and the marketing team should make use of a variety of distribution channels and product innovations not only for customers in US, but also in other countries. ➢ Key task: To resume their leadership position in US and increase sales on the convenience foods product. Marketing team should consider by means of product differentiation (i.e. introduce new products, re-sizing & re-packing to meet the needs of customers with different lifestyles), focus

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