A Management Plan for the Asia Division for Kellogg Company

A Management Plan for the Asia Division for Kellogg Company
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An Overview of Kellogg Company Structure and Asia Unit.
Kellogg is an American Multinational cooperation based in Michigan. The company was founded in 1906 by W.K Kellogg with the aim of providing nutritious breakfast. It produces cereal and snack foods under famous brands like Corn Pops, Frosted Flakes, Cheez-it, Keebler, Rice Krispies, Pringles and the newly acquired Kashi brand. It manufactures its products in 18 countries across Europe, Asia and Africa and its products are marketed worldwide in over 180 nations. The company is publicly traded on the NYSE.
The strategy of the company is hinged on four pillars; win in breakfast; win where the consumer shops; be a global powerhouse in snacks; double the business’ emerging market operations. In trying to fulfill their vision, the company has two divisions: the Kellogg North America and the Kellogg International. The latter has ventures across Europe, Asia, Australia and Latin America. The Asian division focuses on wholesome snack and cereal production and sale under brands such the Bran Flacks and All-Bran (Kellogg Company, 2017).
Mission and its Social Responsibility
Kellogg goes beyond being just a food business. It truly cares about the overall health of its consumers and the environment. It still adheres to its founder’s values of feeding those in need, nurturing the world and offering health food options. More so, the company has an active social responsibility program. Hartmann (2011) observed that corporate social responsibility is of high value especially to food companies since opportunities and threats have shifted from the firm level and into the food supply networks and chains.
In the current global business environment, consumers are concerned about their food, particularly its origin, its growers and its manufacturers (Przychodzeń & Przychodzeń, 2014). The key theme is sustainability, and Kellogg focuses on promoting the needs of all its stakeholders both internally and externally. It applies its size for good by initiating social responsibility programs like breakfast clubs and giving assistance to various food clubs across the globe.
CSR activities are at the heart and soul of the business. In Asian countries like India, CSR spending is mandatory. Kellogg’s social responsibility initiatives may consequently have huge cost implications on the company, but in the end, they benefit the overall community and comply with Asian laws on CSR initiatives (Jain, 2011).
Role of the Company’s Global Manager
The Global Business Manager at Kellogg acts as the head of the unit serving either North America or the International division. The overriding responsibility of the global manager is to promote worldwide-scale efficiency for the company while still maintaining its competitive edge. It requires that the individual possesses the skill to pinpoint opportunities and risks, harmonize business activities and link capabilities across all functional and national boundaries (Bartlett & Ghoshal, 2010). Kellogg’s Global Manager has the responsibility of heading the Asia-Pacific region and corporate affairs. The overall goal is ...