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C/M/2308. An examination of market orientation and Kellogg's

WORDS:: 1500
DATE:: 2011
PRICE:: 19.99 GBP

This paper focuses on Kellogg’s part of the cereal industry and answers a range of questions on market orientation. The first question is “How should an organisation, like Kellogg’s, reorient its activities and organisation to reflect “market orientation?” What are the advantages to the organisation, to become “market oriented”? The second question is “What is the difference between primary and secondary research? How can Kellogg’s use quantitative and qualitative research to reduce the risks of new product launch?” The final question asks “What are the risks of brand extension? How will Kellogg’s evaluate if a new product should be launched as a new brand, or as a brand extension?”

KEYWORDS: Kellogg’s, cereal industry, market orientation, new product launch, brand extension!,

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