Kellogg's 2022

アブストラクト

This case study delves into the challenges faced by Emma, a dedicated employee at Kellogg's, as she confronts the implications of the UK government's High Fat, Salt, and Sugar (HFSS) new regulations. By examining this real-world scenario, the case investigates the dynamic relationship between business objectives and external pressures, highlighting the significance of corporate social responsibility (CSR) in the food sector, and the necessity for Kellogg's to adapt its marketing approach. Emma finds herself at the forefront of regulatory reforms, grappling with the consequences for Kellogg's product portfolio and the strategic choices required to ensure compliance while fostering innovation. The HFSS restrictions aim to reduce the availability of unhealthy food products and promote healthier choices among consumers.This case challenges students to critically analyze how businesses can adapt their approaches. The time constraints imposed by the British government's narrow window for converting long-term goals into short-term aims serve as a focal point for students to examine. Furthermore, the case underscores the importance of CSR in the food industry. Students will explore how Kellogg's can incorporate ethical considerations into its decision-making process, including the promotion of healthier food options, transparent communication with customers, and a commitment to sustainability and social responsibility.Lastly, students are encouraged to explore innovative marketing strategies for Kellogg's in response to the HFSS regulations. They will explore the role of social media platforms, influencer marketing, and other digital channels in promoting healthier products and nurturing brand loyalty.Through this analysis, students gain valuable insights into the interplay between company goals, external factors, CSR, and marketing strategies. They are challenged to evaluate the complexities of the food sector, propose creative solutions, and consider the moral implications of strategic decisions. Emma and Kellogg's serve as a lens through which students can develop a deeper understanding of these interconnected dynamics.

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