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Fragmented markets provide many opportunities for Kellogg to expand and increase market share. Fragmented markets have many small competitive who lack the cost advantages of larger companies… … "Fragmented Market (Kellogg)" has a significant impact, so an analyst should put more weight into it. "Fragmented Market (Kellogg)" will have a long-term positive impact on the this entity, which adds to its value. This statements will have a short-term positive impact on this entity, which adds to its value. This qualitative factor will lead to a decrease in costs. This statement will lead to an increase in profits for this entity. "Fragmented Market (Kellogg)" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.