Research Analysis

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Title: Final Analysis and Recommendations History and Evolution In 1906, W.K. Kellogg entered the cereal business because there was a demand shift due to change in taste from the typical fatty breakfast to something lighter such as cereal. Kellogg was in competition with 42 other cereal companies in Battle Creek, MI. He was in a perfectly competitive market, the thing that set him apart was the use of corn grit. Even in the early 1900’s Kellogg’s was continually improving their product, packaging and marketing. They created a packaging called waxrite wrappers, “a new concept in packaging technology, and to ensure people would keep buying the product W.K. Kellogg would disburse free samples and have his product in magazines and billboards” (A Historical Overview , 2011 ). In 1915 Kellogg introduced a new product known as All Bran. It wasn’t long until Kellogg entered into the international trade business. They expanded into the export industries in the 1920’s, supplying England and Sydney, Australia. In this era wheat flakes and my favorite rice krispies were born. The 1930’s brought about the great depression, Kellogg’s kept investing in advertisement and sales were increasing even with the depression. W.K. even diversified production by cutting the hours of three shifts to create a fourth to spread out wages and create more jobs. The 1940’s came WWII which brought about the invention of rice krispies marshmallow treats, as they were sent to soldiers during the war. The cereal market was and is very elastic but Kellogg’s kept the innovations coming with Kellogg’s Rasin Bran. The demand was increasing and production was limited. In 1942 Kellogg opened their second plant in Nebraska. In the beginning Kellogg’s was constantly developing new products, the 1950’s things really began to boom with classic favorites such as corn pops, frosted flakes, honey

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