Discussion: Kellogg acquisitions (with related Goodwill and Intangible Assets) 11 unread reply.11 reply. For this week's discussion, we will explore the acquisitions (with related Goodwill and other Intangible Assets) made by Kellogg from 2015-2018. Kellogg's annual reports are provided in the Module. The full Annual Reports are provided since it's beneficial to spend time building a familiarity with the structure of those reports. You can search the reports to find additional details on the listed acquisitions (with information appearing in the Management Discussion & Analysis); however, if you want to get right to the relevant details for this discussion, here's what you'll be looking for in the Notes to the financial statements: 2015 - Note 2 (pg. 61 of the report): Acquisitions of Bisco Misr and Mass Foods. Take a look at Note 3 regarding Multipro, which will addressed in 2018. 2016 - Note 3 (pg. 68 of the report): Acquisition of Parati. 2017 - Note 3 (pg. 74 of the report): Acquisition of RXBAR. 2018 - Note 3 (pg. 72 of the report): Acquisition of Multipro. Discuss/present the following:

a) Big picture, what do you see as Kellogg's strategy through these years? Why are they making these acquisitions?

b) Organize and present the following financial data for each year for the listed acquisition: Total price; Goodwill as a percentage of the total price; Intangible Assets as a percentage of the total price

c) From an accounting perspective, do the percentages in b) surprise you?