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Ready-to-Eat Breakfast Cereal Industry in 1994 (A) Case Solution & Answer

Cereals ready-to-eat breakfast has always been a stable and highly profitable industry, dominated by the Big Three Kellogg, General Mills and Kraft General Foods (Post). In 1994, private label cereals are important market shares, competition and promotion among brand cereal manufacturers heated. What steps should we take the Big Three to avoid these trends undermine the profitability of the industry, especially in view of the possible reactions of competitors?
by
Kenneth Corts
Source: HBS Premier Case Collection
17 pages.
Release: June 15, 1995. Prod #: 795191-PDF-ENG
(A) Case solution ready-to-eat cereal industry in 1994

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