Cereal: the Manufacturing Industry

Topics: Breakfast cereal, Monopoly, Perfect competition Pages: 4 (1155 words) Published: April 9, 2005
Cereal: The Manufacturing Industry
Everyday, more than eighty million Americans have some type of cereal for breakfast. Cereal is one of the most popular breakfast foods and some brand is found in almost every home in America (Topher). This vast industry stems from the late 1800s when John Harvey Kellogg and C. W. Post began cereal production in Battle Creek, Michigan (Topher). Today, numerous types and varieties of cereal line the grocery store shelves. However, only a few select companies make every one of those different kinds of cereal.

There are four different categories into which economists classify industries. These categories are perfect competition, monopolistic competition, oligopoly, and monopoly. Each of these four categories has its own unique characteristics. Perfect competition has an unlimited number of firms, while a monopoly has one single firm, and an oligopoly consists of a small number of interdependent firms. The demand curve of an oligopoly depends on how firms choose to deal with their interdependence with the other firms in the industry. A firm within an oligopoly market can choose to cooperate with other firms in the industry, which is illegal, or the firm can choose to compete against the other firms. An oligopoly produces either differentiated products or homogenous products. In an oligopolistic market, entry barriers, which prohibit new firms from entering the industry, are present. Examples of entry barriers include patents, brand loyalty and trademarks. Long-run economic profits are possible for an oligopoly, and non-price competition is a significant way to compete with other firms in the same market. Most of the non-price competition in an oligopoly comes from product differentiation. The cereal manufacturing industry is an oligopolistic market because it exhibits many of these traits.

An oligopoly consists of a small number of interdependent firms. The cereal manufacturing industry consists of four...

Bibliography: Joy, Richard. Foods & Nonalcoholic Beverages. Industry Survey. New York: Standard & Poor 's, 2002.
Lazich, Robert S., ed. Market Share Reporter: An Annual Compilation of Reported Market Share Data on Companies, Products, and Services. Gale Group, 2002.
Reyes, Sonia. "Kellogg Pours $50M into Fruit Harvest." Brandweek. 4 Nov. 2002: 4.EBSCOhost. 12 April 2003 http://proxy.library.siue.edu:2113/citation.asp?tb=1&_ug=dbs+1%2C%2C14+ln+en%2Dus+sid+AB30057D%2DA6EB&2D2BF7%2D9F44%D63D0DF3F9F24%40Sessionmgr6+149F&_us=bs+TI++Kellogg+ds+TI++Kellogg+dstb+ES+fh+0+hd+0+hs+0+or+Date+ri+KAAACB4A00193720+sm+ES+ss+SO+E889&cf=1&fn=11&rn=12&.
Topher. "Topher 's Breakfast Cereal Character Guide: Analysis of the Cereal Industry." 1998. St. Norbert College. 12 April 2003 http://www.lavasurfer.com/cereal-analysis.html>.
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