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General mills

            
             general mills is a company producing the snack food .it is a manufacturer for the cereal food and it's distributor for these kinds of food in North America and in Benelux countries and France. In 1989 it could reach 6 billion dollars .the competitors of general mills are :.
             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.
             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 area.
             The main problem is that the exporting of cereal to Europe was not possible because the transportation costed too much and because of tariffs.
             The sub problem areas.
             First is that licensing is not good action too because it will leave general mills rather remote and uninvolved in the area of the company, second is that setting a manufacturing base and distribution scratch would be costly and will consume a lot of time.
             The analysis:.
             1) The strengths: It is very successful in north America and in France and in Benelux countries, and it is doing a healthy snack food that a large amount of people like very much, and it has a good manager who has good relationship with other managers, and he can use these relations for the sake of the company as he will do with nestle and PepsiCo.


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