GENERAL MILLS SWOT ANALYSIS
GENERAL MILLS HISTORY
Critics criticized Cadwallader C. Washburn idea of starting a milling company. They said demand for flour from Midwestern spring wheat would never match what Washburn’s company could supplies. He didn’t see it that way. Washburn formed the Minneapolis Milling Company in 1856 to lease power rights to mill operators, and 10 years later he built his first flour mill near the falls of St. Anthony on the Mississippi River in Minneapolis. Despite continued criticism, he built a second, even larger facility in 1874. (General Mills) Within five years Washburn’s mill was destroyed in a floor dust explosion. Undeterred, Washburn immediately began building a better mill containing evolutionary new machinery to enhance both the safety of the operation and the quality of the flour. In 1880, Washburn and Crosby entered their finest flours in competition at the first International Millers’ Exhibition in Cincinnati, Ohio, winning the gold, silver and bronze medals, and establishing the Washburn Crosby Company’s flour as the best in the world. (General Mills). Soon after, the company changed the name of its finest flour to Gold Medal flour, which is still the No. 1 flour brand in America today. MISSION STATEMENT
Our mission is to nourishing lives- making life healthier, easier and richer. (Company, 2012) GENERAL MILLS STRENGTHS
One of the major strengths of General Mills is that they have established food brands. The company strives to remain focused on its long-term growth model, investing in the strength of its brands in order to drive sales. While speaking at a conference in Florida, General Mills’ management said that the company has weathered the economic storm “due in large part to the strength of our product categories and the strength of our brands”. The group has seen market share gains in grain snacks with Nature Valley, cereal with Cheerios and Fiber One, soup with Progresso, yogurt with...
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