Publications
Publications
  • June 1995 (Revised February 1997)
  • Case
  • HBS Case Collection

Ready-to-Eat Breakfast Cereal Industry in 1994 (A), The

  • Format:Print
  • | Language:English
  • | Pages:17
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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?

Keywords

Competition; Food; Brands and Branding; Food and Beverage Industry; United States

Citation

Corts, Kenneth S. "Ready-to-Eat Breakfast Cereal Industry in 1994 (A), The." Harvard Business School Case 795-191, June 1995. (Revised February 1997.)

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