Free Research Paper The Ready-To-Eat Cereal Industry in 1994

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The Ready-To-Eat Cereal Industry in 1994

A 5 page paper discussing Harvard case 9-795-191. The ready-to-eat (RTE) cereal industry had come to a turning point by 1994. Its leading manufacturers maintained fairly consistent pricing, and one did not make a radical move without first consulting with the others. All other areas of American manufacturing had changed by 1994, and it was well past time for the RTE industry to do the same. The industry resisted the change, of course, until General Mills broke with tradition in 1994 by announcing a significant reduction in its couponing promotions accompanied by an average 11 percent price reduction. Bibliography lists 2 sources.

Filename: KSmgmtCereal94.rtf

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