a) Kellogg :it is the number one in north America as in the world. its food is selled in more than 130 countries .It started to spread in Britain in 1920 and then in European in 1950 ,Kellogg earns about one third of its profits outside united state.

b) Quaker: it started selling in Europe since 1950 after it spreaded from north America ,and it’s number two behind Kellogg

c) Nestle: Nestle was a minor factor in the European cereal market but was a major factor in the European food market generally.

d) Pepsi co : It was only in Britain ,Spain ,Portugal and Greece.

The objective of general mills was to sell its product in the western Europe and in the rest of the world , in other word they wanted to enter the market in western Europe and in all of the world, but general mills focused the most attention on western Europe.

The main problem is that the exporting of cereal to Europe wa

general mills was very success and happy in north America in 1989 , but it could be very success too in every where of the world especially in western Europe, in few time by the good planning of the managers .the manager of general mills could spread in the global market with only consuming few resource and time .they were lucky by being able to do the joint venture with partners who had more experience and more resource .and then they could reach the objective in less than 3 years which is very incredible.

In other hand general mills could reach with Pepsi co about 640 million .and it could be one of the famous producers of snack food around the world .and made large profit in very few time ,just three years.

General mills decided to look for a partner who had an experience before .First general mills tried with Quaker, but Quaker rejected the joint venture with the general mills .general mills tried another time with another company which was nestle .Nestle accepted the joint venture with the general mills and they decided that 50% will be for both of them .in this joint venture general mills could cover not only western Europe but all of the world.

Some topics in this essay:
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