Product details

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Authors: Kenneth S Corts
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 14 February 1997
Length: 17 pages
Data source: Published sources

Abstract

Ready-to-eat breakfast cereal has historically been a stable and highly profitable industry, dominated by the Big Three of Kellogg, General Mills, and Kraft General Foods (Post). In 1994, private label cereals are making significant market share gains, and promotional competition among the manufacturers of branded cereals is heating up. What steps should one of the Big Three take to prevent these trends from undermining industry profitability, especially in light of likely competitor reactions?
Location:
Industries:
Size:
USD9 billion revenues
Other setting(s):
1994

About

Abstract

Ready-to-eat breakfast cereal has historically been a stable and highly profitable industry, dominated by the Big Three of Kellogg, General Mills, and Kraft General Foods (Post). In 1994, private label cereals are making significant market share gains, and promotional competition among the manufacturers of branded cereals is heating up. What steps should one of the Big Three take to prevent these trends from undermining industry profitability, especially in light of likely competitor reactions?

Settings

Location:
Industries:
Size:
USD9 billion revenues
Other setting(s):
1994

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