Kellogg's executive summary

I don’t know how to handle this Management question and need guidance.

Please write a page long executive summary on the paper provided below. The executive summary must be a page long. Let me know if you need anything else or have any questions. Thanks!

Running Head: 9-1 FINAL SUBMISSION: BUSINESS IMPLEMENTATION PLAN 9-1 Final Submission: Business Implementation Plan Jonathan Brannan Southern New Hampshire University Course MBA-705 February 24, 2019 Dr. Isabel Wan 1 Running Head: 9-1 FINAL SUBMISSION: BUSINESS IMPLEMENTATION PLAN 2 Rationale Over the years, Kellogg`s Company, a breakfast cereal manufacturing entity has enjoyed tremendous growth. The establishment has always responded well to changing market trends and has always emerged successful. The products the company produces have over the years been the choice of many peoples’ healthy breakfast stop (Avey, 2012). Such products are what made the company register greater strides in growth to be one of the leading cereal companies in the 20th century. However, changing consumer lifestyles has shifted the company’s business strategy. The most evident result of these emerging trends is the drop in the company`s yearly sales by 4% in the U.S market. Due to this, the company needed to adopt a new product that sets to address the emerging consumer trends to remain in operation and boost its annual sales. Another reason as to why Yo-Bran needs to be adopted is the issue of competition that has grown rife in the breakfast cereal industry in recent years. Kellogg`s needs to effectively compete with other key industry players and emerging brands for consumers. To effectively compete, the firm needs to adopt products that have not been produced by other firms but are in demand by consumers. The biggest strategy of winning in the business driven competition is by producing goods that satisfy the consumer and not products that are fit for the market. In producing goods that fit the market, in most instances, the company produces goods that every other company is producing to match their production. But in producing goods that satisfy the consumer, the company invests in products that are in line with the current consumer demands, and this is where Yo-Bran comes in. Yo-Bran is set to quench the demand of consumers who are now avoiding sugary cereals. The ultimate goal is to overturn the sales that plunged in past years and register significant improvement. Running Head: 9-1 FINAL SUBMISSION: BUSINESS IMPLEMENTATION PLAN 3 Many breakfast cereals in the market today are genetically modified. The U.S is the leading player in this industry (Hallman et al. 2013). The reception of genetically modified foods has had a lot of misconceptions and poor public perceptions. The quest of Kellogg`s Company to penetrate such markets where opinions are rife would prove difficult. For the company to increase its market share and increase its annual sales globally, it has to expand its market base. The expansion involves venturing into territories where the company has not operated before. It will be a huge task to penetrate a market where misconceptions of genetically modified foods are high. Hence, for the firm to realize expansion, it has to adopt healthier products like Yo-Bran that would readily be adopted in those areas and help the company to grow. Opportunity According to Jack Linshi of Time.com, the breakfast cereal industry is faced with the challenge of producing a taste and healthy alternative that appeal to consumers (Linshi, 2015).