Threats and Opportunities

As mentioned before, General Mills is a large growing industry, which only means that along with strengths and weaknesses, the company has a number of threats and opportunities. Their threats include:

• Commodity price increases
• Private label growth
• Kellogg's
• Erosion of market
• Close ties to Wal-Mart

Their opportunities, in contrast are numerous in comparison to their threats, and they include:

• Globalization
• Rising demand for cereal
• Higher penetration with smaller retailer customers in the U.S.
• Growing foodservice sector
• Growing health consciousness 
• Steady growth in savory snacks

As a whole, General Mills has had several years under their belts full of unexpected surprises and impressive results, in addition to adding profit to their shareholders. Although the company is able to work in a mature industry with limited potential for growth, their ability to seek innovation and improvements is quite impressive. In order to continue to be successful, General Mills should pursue the opportunities presented, while keeping caution to the threats that arise and project themselves as challenges. 

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