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K&N Pakistan Case Study

Case | HBS Case Collection | December 2017 (Revised December 2017)

Kellogg Company/eighteen94 capital

David Bell, Damien McLoughlin and Natalie Kindred

With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and marketing innovation starting with its first product, Kellogg’s Toasted Corn Flakes, which created the cold cereal category. In recent years, however, Kellogg’s revenue had declined due to a number of factors, including changing consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had announced investments in three startups as of late 2017. eighteen94 was conceived as a platform for giving Kellogg access to the kinds of skills, products, and ingredients that could help drive future growth. It was also a vehicle for changing mindsets and culture by reviving the entrepreneurial spirit that some felt had eroded within Kellogg. This case allows students to consider what sort of impact on internal culture and behavior Kellogg should expect from eighteen94 in its current form. Does eighteen94 have the potential to drive the kind of changes and benefits that Kellogg needs?

Keywords: CPG; consumer packaged goods; cereal; Battle Creek; Michigan; breakfast; snack; food; Agribusiness; change management; growth strategy; venture capital; Corporate Venture Capital; innovation; Startup; brand; Brand & product management; advertising; Demand and Consumers; Innovation and Invention; Venture Capital; Food; Brands and Branding; Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Consumer Products Industry; United States; Michigan; North America;


Bell, David, Damien McLoughlin, and Natalie Kindred. "Kellogg Company/eighteen94 capital." Harvard Business School Case 518-061, December 2017. (Revised December 2017.)  View Details

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K&N's - a founding pillar and beacon for Pakistan's Poultry Industry started in 1964 with a single minded objective of providing better nutrition through poultry for Health and Happiness of people.  History
The K&N's® brand has excelled in poultry for over 50 years, with know-how in every aspect of poultry production ranging from poultry breeding and feed milling, to growing and processing of chickens, and on to production of premium chicken products.

For over 50 years, K&N's has remained true to its raison d'être (reason to exist) of providing better nutrition through poultry for Health and Happiness of people, and is now a favourite chicken brand of millions of people.
As the K&N's® brand gained recognition internationally, K&N's set up manufacturing operations in the US for producing chicken products to serve US, Canada and other countries around the world.
anuary 1964, a young man, Khalil Sattar, still a college student, had the vision to foresee a need to establish a poultry farm. His interest led him to start a small broiler farm of 1,000 chicks. Little had he known this flock was to become the foundation stone of K&N's.
This was the simple, inspired and nationalistic beginning of K&N's with a single-minded objective of providing better nutrition for Health and Happiness of people.

K&N's® – A Harvard Business School Case Study
Harvard Business School (HBS) is one of the world’s most prestigious business schools. Teaching at HBS is through their famous and unique ‘case-study method’ for MBA students and executive education programmes. A case study is a written account of a company focusing on strategic business issues of interest to a global audience, with key insights relevant to leaders.
Harvard Business School faculty members select companies and brands from around the world to write business cases, which are used for teaching through classroom discussions. HBS case studies are world renowned, and not only used by HBS faculty, but also by majority of leading business schools, universities and executive education programmes around the world.

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