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KELLOGG’S DIVERSIFICATION STRATEGY.

18525. KELLOGG’S DIVERSIFICATION STRATEGY.

This paper considers the effectiveness of Kellogg’s use of a diversification strategy. In the 1980s, Kellogg, the cereal company, began using a diversification strategy in response to competition and changes in consumer demand. This strategy has been focused mainly on the acquisition of companies with popular product lines. In some cases, the strategy has helped the company reach its objectives, but some acquisitions (such as Lender’s Bagels) have been failures and others (such as Keebler) have been disappointing. The paper includes some recommendations for how Kellogg could create a more balanced diversification strategy. KEYWORDS: strategy acquisitions diversification case study Kellogg strategic management. APA Style. 8 pages, 20 footnotes, 10 bibliographic sources. 1,790 words.

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