General Mills Research Paper
Summary
General Mills is an American company that specializes in the production, packaging and distribution of food products. The company has managed to acquire a significant share of the market through mergers and acquisition. Currently, the company controls about 31 percent of the market. The industry is characterized by a moderate to low level of competition. The main competitors include Groupe Danone, Kellogg, and Kraft. Each company is able to retain its customer base since consumers tend to consume foods they are used to and hence strong brand loyalty. The company’s competitive advantage lies on its broad range of products and high level of innovation. High level of innovation has enabled the company to meet the changing customers’ need effectively while minimizing the operational costs. By providing a wide range of products, General Mills has managed to minimize risks. General Mills basically targets three groups, which include baby boomers and millennial generations, multicultural communities and the Minneapolis population. This presents a major growth opportunity for the company both now in the future.
General Mills, Inc
General Mills, Inc is an American company that is headquartered in Minneapolis in Minnesota. The history of the four industry traces back to the 1850’s and General Mills was founded in 1928 by James Ford Bell, who facilitated a merger between several milling companies in the region. The company is principally involved with the production and distribution of consumer foods. The company provides a wide range of products including meals and food services (General Mills). Some of the major brands include Progresso Soup, Fruit Roll-Ups, Cheerios, and Hamburger Helper. Based on the recent statistics, General Mills is the second largest cereal maker in the US having approximately 31 percent of the market share (York).
Since its incorporation, General Mills has recorded a significant growth. After the World War II, the company expanded
General Mills is an American company that specializes in the production, packaging and distribution of food products. The company has managed to acquire a significant share of the market through mergers and acquisition. Currently, the company controls about 31 percent of the market. The industry is characterized by a moderate to low level of competition. The main competitors include Groupe Danone, Kellogg, and Kraft. Each company is able to retain its customer base since consumers tend to consume foods they are used to and hence strong brand loyalty. The company’s competitive advantage lies on its broad range of products and high level of innovation. High level of innovation has enabled the company to meet the changing customers’ need effectively while minimizing the operational costs. By providing a wide range of products, General Mills has managed to minimize risks. General Mills basically targets three groups, which include baby boomers and millennial generations, multicultural communities and the Minneapolis population. This presents a major growth opportunity for the company both now in the future.
General Mills, Inc
General Mills, Inc is an American company that is headquartered in Minneapolis in Minnesota. The history of the four industry traces back to the 1850’s and General Mills was founded in 1928 by James Ford Bell, who facilitated a merger between several milling companies in the region. The company is principally involved with the production and distribution of consumer foods. The company provides a wide range of products including meals and food services (General Mills). Some of the major brands include Progresso Soup, Fruit Roll-Ups, Cheerios, and Hamburger Helper. Based on the recent statistics, General Mills is the second largest cereal maker in the US having approximately 31 percent of the market share (York).
Since its incorporation, General Mills has recorded a significant growth. After the World War II, the company expanded
Cited: General Mills. “General Mills.” 2003. Web. 23 Jan. 2014. <http://www.generalmills.com/en/Company.aspx>. York, Emily. “General Mills Targets Three Groups to Fuel Growth.” 2010. Web. 23 Jan. 2014. <http://adage.com/article/news/advertising-general-mills-targets-3-groups-fuel-growth/142138/>.