一、 Draft a proposal report according to the following information:

　　1 此報(bào)告就是否購買凱樂格公司（Kellogg Company）股票提出個(gè)人建議供有關(guān)人員進(jìn)行投資決策時(shí)參考；

　　2 凱樂格公司是一家從事食品生意在國內(nèi)市場(chǎng)居領(lǐng)先地位的跨國公司，現(xiàn)在在開發(fā)新產(chǎn)品以滿足各種不同的營養(yǎng)需求和不同的顧客個(gè)人愛好；

　　3 該公司現(xiàn)擁有42%的市場(chǎng)份額，并仍在通過廣告攻勢(shì)擴(kuò)大市場(chǎng)份額；

　　4 盡管公司仍以谷類食物為主，但正謹(jǐn)慎地實(shí)施著產(chǎn)品多樣化的計(jì)劃，包括冷凍食品；

　　5 2003年公司的銷售額增長(zhǎng)了約16%，達(dá)45億美元，而上一年則為37.8億美元，這已是連續(xù)36年的銷售增長(zhǎng)。利潤增長(zhǎng)了約14%，達(dá)到3.48億美元，而前一年為2.89億美元；

　　6 由此可見，公司的財(cái)政狀況是非常好的，銷售額和利潤均多年連續(xù)增長(zhǎng)；購買該公司的股票將是十分明智的投資決策。

　　REFERENCE REPORT

　　To: Related Investors

　　From:

　　Date: 6 March 2004

　　Introduction

　　Kellogg Company, a multinational company and a national leader in the ready-to-eat cereal business, has been developing new kinds of products to meet the different nutritional needs and personal preferences of consumers. The research and development activities are conducted at its headquarters. The Purpose of this report is to provide you with financial data necessary to make your investment decisions and to offer my recommendations.

　　Findings

　　Kellogg Company commands 42% of the ready-to-eat cereal market. It is attempting to expand its market share by using advertising campaigns. Although its sales strategy still puts cereal first, Kellogg is responding to the challenges to its traditional business by undertaking a cautious diversification program involving the technology of frozen foods.

　　In 2003, sales went up by 16% to $4.5 billion compared with $3.78 billion the previous year. This is the thirty-sixth consecutive year that sales have increased. Earnings rose by 14% to $348 million compared with $2.89 million the previous year.

　　Conclusions and Recommendations

　　The company’s financial position is clearly very strong. It has experienced a steady growth in both sales and earnings. It is my opinion, therefore, that buying Kellogg Company’s stock would be a very wise investment.

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