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1. Introduction
Will Keith (W.K.) Kellogg, was born April 7, 1860. By 1894 W.K. and his brother, Dr. John Harvey Kellogg, accidentally discover the process of creating flaked cereal while experimenting with shredded wheat cereal. In 1906, W.K. Kellogg entered the cereal business, as American eating habits began shifting from heavy, fat-laden breakfasts to lighter, more grain-based meals. Kellogg Company (Kellogg) was founded in 1906 as the Battle Creek Toasted Corn Flakes Company. Kellogg Company of Great Britain Ltd, a subsidiary of the US Kellogg Company of Michigan, remains the dominant brand in the UK breakfast cereals market, with around 40% sales volume in 2000. The Group's principal activities are to manufacture and market ready-to-eat cereal and convenience food products.
On this report we will analyse Kellogg’s interior and exterior environment as well as carry out a Swot analysis of the company, to be able to understand the situation of the company in the present.......

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Approximate Word Count: 3090
Approximate Pages: 13 (250 words per double-spaced page)

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