Ready-to-eat breakfast cereals has historically been stable and highly profitable industry, which is dominated by the big three of the Kellogg, General Mills and Kraft General Foods (POST). In 1994, private label cereals make a significant increase in market share and advertising competition among manufacturers of branded cereal is heating up. What steps should be one of the big three to take to prevent these trends do not undermine industry profitability, particularly in light of the likely reaction of competitors? "Hide
by Kenneth Corts Source: HBS Premier Case Collection 17 pages. Publication Date: June 15, 1995. Prod. #: 795191-PDF-ENG
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