Kellogg’s 2012 Annual Report Strategic Use of Charts

November 24, 2022

Kellogg’s 2012 Annual Report Strategic Use of Charts

Order Number	636738393092
Type of Project	ESSAY
Writer Level	PHD VERIFIED
Format	APA
Academic Sources	10
Page Count	3-12 PAGES

Instructions/Descriptions

Kellogg’s 2012 Annual Report Strategic Use of Charts

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Introduce company Kellogg’s, Introduce Annual report, general statement (purpose and audience) all in one short paragraph.

Keep the same meaning but reword and paraphrase the highlighted, below. This Annual report must still be 3 pages in length.

To prove it remains a leading food producer and to convince potential shareholders to invest. Kellogg’s, 2012 Annual Report uses three commutation strategies to attract investors: Firstly it Features the use of graphs and charts to show investors the annual financial highlights and growth from current and previous quarters to prove the successful ability to deliver new innovative and adaptive food products to consumers worldwide; Secondly, uses powerful and simple language to allow shareholders to understand its company strategies and goals and implements them effectively in different markets; Thirdly Strategically uses photos of the Pringles brand to show investors how the recent acquisition contributes to the success of growth and diversity to its products by keeping development and adaptation costs low and appeals to consumers in all markets; ultimately making it a good investment. To show investors that the company is growing and developing innovative products, ultimately creating more revenue.

Kellogg’s 2012 Annual Report uses graphs and charts of net sales, profit, dividends, cash flow, and cumulative shareholder return, to reveal accurate financial figures to its audience. For example, the annual report displays two cumulative shareholder return graphs. The five and ten year cumulative shareholder return graphs both show the increasingly high rates of return to shareholders in comparison to other S&P 500 index companies. The rates of return to shareholders increase each year and these graphs show how Kellogg outperforms its competitors, which builds confidence for investors. Through the display of a pie chart, Kellogg’s shows the division and regions of its $14.2 billion in net sales between cereal, snacks, and frozen foods. The pie chart of net sales makes it easy for the investor to see the division of sales and success of the products globally, projecting future sales performance. The North America and international product sales in this pie chart are shown to be equivalently high, proving the successful ability to deliver new innovative and adaptive food products to consumers worldwide.

Kellogg’s 2012 Annual Report uses powerful and simple language in short paragraphs under bolded headings and repeated facts to remind the investor about important factors. The word, “growth”, is a powerful word to investors which is repeated in nearly every paragraph. Statements about growth such as, “opportunities to drive incremental growth in developed markets “and “driving growth in both established and developing markets” gives the shareholder the confidence to believe that the company will continue to successfully grow and innovate in both developed and developing markets as it has in the past. (Kellogg 2012). The simplistic verbal language that is displayed throughout Kellogg’s annual report is concise but gives significant details so the reader is easily able to understand and comprehend the verbiage. Investors can locate the main ideas under the headings without skimming through lengthy paragraphs, making it easy for them to learn about the company’s strategies and goals. Thus, these simple yet powerful statements on global strategies will appeal to investors as the company knows how to stay focused on goals and implement them effectively in different markets.

Kellogg’s 2012 Annual Report features various photos of its recent brand acquisition, Pringles to represent the diversity and growth of the company over time. The cover page of the annual report shows a large photo of “Tony the Tiger,” the signature character for Kellogg’s Frosted Flakes, holding a can of Pringles. This cover photo introduces the reader into Kellogg’s recent acquisition of Pringles and is a representation of the company’s continuous growth over time because of the success Pringles had on its international snack business. The company’s display of continuous growth in the United States and internationally is crucial because it shows sales remaining continuously high in all markets. Kellogg’s also uses photos of the Pringles brand in the annual report to remind the shareholders of how diverse its products are internationally. For example, in the “Moving Forward” section of the annual report, Kellogg displays a photo of just five of the 101 variety of Pringles flavors that are delivered around the world. Two of the flavors shown in this photo include seaweed flavored for Asian countries and salsa flavored for Spanish countries. The assortment of these flavors under the Pringles brand demonstrates the company’s ability to adapt its products to local needs around the globe without developing an entirely different product. Kellogg’s product diversity is important to investors because it proves it can easily adapt its products by keeping development and adaptation costs low and can appeal to consumers in all markets; ultimately making it a good investment.

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Kellogg’s 2012 Annual Report strategic use of charts and financial graphs, powerful verbal language and brand photos, makes a positive connection with the audience in its annual report. The use of charts and financial graphs significantly impacts shareholders when deciding to invest and projecting future performance of the company. The simplistic language throughout the annual report communicates powerful statements to shareholders about its growth and global strategy. The strategic use of the Pringles brand photos effectively portrays Kellogg’s success of growth and diversity, making it the most effective strategy used in the Annual Report. Kellogg efficiently uses all three visual and verbal strategies in its 2012 annual report to encourage investment and successfully communicate this information to the public.

Works Citied

http://investor.kelloggs.com/files/doc_financials/annual_reports/KELLOGG_12AR.pdf

Kellogg’s 2012 Annual Report Strategic Use of Charts

RUBRIC

Excellent Quality

95-100%

Introduction

45-41 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Literature Support

91-84 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Methodology

58-53 points

With titles for each slide as well as bulleted sections to group relevant information as required, the content is well-organized. Excellent use of typeface, color, images, effects, and so on to improve readability and presenting content. The minimum length criterion of 10 slides/pages is reached.

Average Score

50-85%

40-38 points

More depth/information is required for the context and importance, otherwise the study detail will be unclear. There is no search history information supplied.

83-76 points

There is a review of important theoretical literature, however there is limited integration of research into problem-related ideas. The review is just partly focused and arranged. There is research that both supports and opposes. A summary of the material given is provided. The conclusion may or may not include a biblical integration.

52-49 points

The content is somewhat ordered, but there is no discernible organization. The use of typeface, color, graphics, effects, and so on may sometimes distract from the presenting substance. It is possible that the length criteria will not be reached.

Poor Quality

0-45%

37-1 points

The context and/or importance are lacking. There is no search history information supplied.

75-1 points

There has been an examination of relevant theoretical literature, but still no research concerning problem-related concepts has been synthesized. The review is just somewhat focused and organized. The provided overview of content does not include any supporting or opposing research. The conclusion has no scriptural references.

48-1 points

There is no logical or apparent organizational structure. There is no discernible logical sequence. The use of typeface, color, graphics, effects, and so on often detracts from the presenting substance. It is possible that the length criteria will not be reached.