Course Code: MGT 703
Course Name: Project Stake Holder Management
Name Rafia Bari
Roll No. FA-RPM-166
Submitted to. Sir . Anas Malik
Q1.Identify Kellogg’s key internal and external Stakeholders?
Kellogg’s key internal stakeholders comprise employees at all levels, all over the world, and
shareholders. Both groups are vital to the triumph of the organization
. External Stakeholders:
Kellogg’s key external stakeholders are customers, suppliers, communities and charities.
Kellogg’s uses a diversity of communications tactics to occupy with its different external
Q2. Explain why employee engagement is so important to the success of Kellogg’s?
Employees are the key stakeholders of Kellogg’s. They know that an inclusive workforce
strengthens Kellogg, and that’s why they are committed to ensuring diversity. They value
building a great relationship with their employees because they know that at Kellogg,
goodness shines from the inside out. Their employees are the biggest investors as well.
Kellogg’s invests heavily in its employees and future employees. Kellogg’s seeks to manage
its employer brand in the same way that it manages its product brands. Just as the company
uses market research to identify what its consumers want, it uses employee research to find
out the needs and opinions of its employees through, for example, an employee survey.
Q3. State two approaches that Kellogg’s uses to engage with external stakeholders in the
UK. Analyze the strengths and weaknesses of each approach?
Kellogg’s uses diversity in communications approaches to engross with its different external
stakeholders. For example regular case studies in The Times 100 help the company to
involve with young people through educational materials that help to explain the values and
goals of the organization. Kellogg’s engages with customers and potential customers through
its advertising campaigns. For example, TV and print adverts and the use of social media
such as Facebook and Twitter. These are all platforms used to create two-way engagement
with customers about its products as well as its CSR initiatives
Strength of case study:
Q4. Evaluate the extent to which Kellogg’s initiatives to engage with communities in
Countries outside of the UK support Kellogg’s vision and purpose?
Kellogg Company’s corporate responsibility efforts aim to help create even better days and
brighter tomorrows for their consumers, employees, customers, communities and the
environment. This 2012 Corporate Responsibility Report documents continuing global progress
in four key performance areas, or pillars: Marketplace, Workplace, Environment and
Community. It also addresses the topic of Hunger Relief, which cuts across all of these areas. At
Kellogg Company, they know that corporate responsibility is essential to their current and future
success as a business. That’s why we they created strategies, governance structures, corporate
policies, commitment statements and codes of conduct that help to embed corporate
responsibility into our everyday operations. And, they regularly engage with a broad array of
stakeholders to gain insights into the ideas and opinions of people outside of their company.
Their Vision as a company is to enrich and delight the world through foods and brands that
matter. And their Purpose is to nourish families so they can flourish and thrive.