Assessment of the Position of General Mills in the Ready to Eat Cereal Market

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Using a case provided by the student the position of the ready to eat cereal industry in 1993/4 is assessed looking at the background and the profitability and the reasons why the industry was able to maintain an oligopoly structure and abnormal profits for many decades and the changes with the entrance of the private label manufacturers into the industry. The reactions of General Mills are assessed and recommendations made. Seventeen sources are cited in the bibliography of this twenty page paper.