Kellogg’s sales percentage goes through a rough patch for the seventh time. 2016 third-quarter reports show a comparable difference of 2.3% on net sales. The American multinational food manufacturing company account the extended shortfall on sales to the declining demand for cereals in the US and the UK. On the contrary, John Bryant, Kelloggs Chairman and CEO, says that their third-quarter earnings exceeded their expectations.
Dr. Dimitrios Tsivrikos, a business psychologist at University College London, assumes that the deteriorating figures could be due to people’s differing breakfast habits. He elaborates that a lot of individuals allot only five to six minutes on their first meal, and are looking for alternative options. While the younger population prefers smoothies, fresh fruit and yogurt to cereals, most people opt to have something out of a packet so nothing needs to be cleaned afterwards.
Vocabulary:
percentage – [noun] a part of a whole
deteriorate – [verb] to become worse as time passes
elaborate – [verb] to discuss something more fully
alternate – [adjective] every other
extended – [adjective] longer than usual or typical
True or False:
- The article is about Kellogg’s having good sales for the seventh time.
- 2016 third-quarter reports show a comparable difference of 2.3% on net sales.
- The chairman and CEO of the company says their third-quarter earnings exceeded their expectations.
- A business psychologist assumses that the deteriorating figures of the company sale could be due to people’s differing dinner habits.
- Most consumers will prefer to have something out of a packet so nothing needs to be cleaned afterwards.
Defend your argument:
- Is it really the changing eating habits of consumers the reason behind a company’s failing sales?
- If you were one of the company directors of Kellogg’s, what would be your strategy to boost your company sales again?
- Imagine that you have a child that loves to eat cereals, and suddenly cereals are all pulled out from the market. Elaborate how will you explain to your child about the disappearance of cereals, and the possible alternatives.
Express your opinion:
- What are your usual eating habits?
- Discuss your insights regarding the article.
- Share your thoughts about this quote: “Remember that failure is an event, not a person. Yesterday ended last night.” – Zig Zaglar