Case ID: 795191     Solution ID: 34289

Ready to Eat Breakfast Cereal Industry in 1994 A Case Solution

Abstract

Ready-to-eat breakfast oat has historically been a stable and profoundly gainful industry, overwhelmed by the Big Three of Kellogg, General Mills, and Kraft General Foods (Post). In 1994, private label cereals are making significant industry share gains, and limited time rivalry among the producers of branded oats is warming up. What steps should one of the Big Three take to keep these patterns from undermining industry gainfulness, particularly in light of likely contender responses?


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