Description
SWOT ANALYSIS OF GENERAL MILLS
General Mills
Parent Company
General Mills Limited
Category
Food Processing
Sector
Food and Beverages
Tagline/ Slogan
Nourishing Lives
USP
The brand recognition of its products STP
Segment
Food processing segments
Target Group
Middle and upper middle class individuals
Positioning
Making lives healthier, easier & richer SWOT Analysis
1. A strong brand reputation allows chargingmore money for similar products thus increasing profits 2. Exerts considerable resources toward identifying the evolving preference of its consumers 3.An innovative culture that continuously produces new and inventive products 4. Low bargaining power of suppliers 5. Financial Stability over years 6. The company has a strong workforce of over 35000 Strength 7. The company has nearly 100 brands in its product portfolio
1.Risk associated with currency rate fluctuations is a concern Weakness 2. High dependence on US market for its revenues
3. Concentrated within few customers in the US market
1. Since creating meals and adapting to the flavor profiles of the local cuisine are notable considerations for entering a foreign market, General Mills has teamed up with Nestle to purvey its cereal to European markets as a direct challenge to Kellogg 2. Rising demand for cereals should be used to General Mills’ advantage 3.Higher penetration with smaller retailer customers in the US 4. Increasing older population (baby-boomers generation), potentially Opportunity a new market for the company's products
1.Food prices are affected by fuel & commodity prices, which are increasing production costs 2.Private store brands and consumers’ increasing preference for lessprocessed, healthy food 3. The growth of Wal-Mart in the grocery food industry is of great concern for all existing business; in future it may even force suppliers of food to reduce their cost structure in an effort to reduce prices this will hamper revenues of General Mills Threats 4. Unaware of lawsuits against them Competition
1. Kelloggs 2. Kraft 3. Sara Lee Competitors 4. Campbell Soup
doc_515428991.docx
SWOT ANALYSIS OF GENERAL MILLS
General Mills
Parent Company
General Mills Limited
Category
Food Processing
Sector
Food and Beverages
Tagline/ Slogan
Nourishing Lives
USP
The brand recognition of its products STP
Segment
Food processing segments
Target Group
Middle and upper middle class individuals
Positioning
Making lives healthier, easier & richer SWOT Analysis
1. A strong brand reputation allows chargingmore money for similar products thus increasing profits 2. Exerts considerable resources toward identifying the evolving preference of its consumers 3.An innovative culture that continuously produces new and inventive products 4. Low bargaining power of suppliers 5. Financial Stability over years 6. The company has a strong workforce of over 35000 Strength 7. The company has nearly 100 brands in its product portfolio
1.Risk associated with currency rate fluctuations is a concern Weakness 2. High dependence on US market for its revenues
3. Concentrated within few customers in the US market
1. Since creating meals and adapting to the flavor profiles of the local cuisine are notable considerations for entering a foreign market, General Mills has teamed up with Nestle to purvey its cereal to European markets as a direct challenge to Kellogg 2. Rising demand for cereals should be used to General Mills’ advantage 3.Higher penetration with smaller retailer customers in the US 4. Increasing older population (baby-boomers generation), potentially Opportunity a new market for the company's products
1.Food prices are affected by fuel & commodity prices, which are increasing production costs 2.Private store brands and consumers’ increasing preference for lessprocessed, healthy food 3. The growth of Wal-Mart in the grocery food industry is of great concern for all existing business; in future it may even force suppliers of food to reduce their cost structure in an effort to reduce prices this will hamper revenues of General Mills Threats 4. Unaware of lawsuits against them Competition
1. Kelloggs 2. Kraft 3. Sara Lee Competitors 4. Campbell Soup
doc_515428991.docx