Breakfast cereal market US & Canada Essay Example for Free

Breakfast cereal market US Canada Essay The US breakfast cereal market declined by 12. 5 % between 1995 and 2000 due to the changing lifestyles. The customers were in a hurry and started to go in for handheld breakfast options such as muffins, bagels or doughnuts. The figure below shows the state-wise distribution of the supply and demand for the breakfast cereal industry in United States. Fig – 10 Supply and demand of Breakfast cereal in US by state (Dept. Of Homeland Security, 2007, p. 16) US, as was seen earlier, is a major exporter of breakfast cereals. The figure below shows the top export markets for US origin break fast cereal. As can be seen from the figure Canada and Mexico are the biggest destination for these exports. Fig – 11 Top Export Markets for US origin Breakfast cereals (USDA, 2005, p. 12) Breakfast cereal market Europe As in US, cereals were not a part of usual breakfast menu in Europe. However, breakfast cereals have seen a growth in Europe in recent times. This is probably because cereals are increasingly being accepted in Europe as a health and convenience food. Following are the trends of five key markets in Europe: ? Germany – In Germany there was a trend of families eating together at the breakfast table. This trend is increasingly changing which is seen as an opportunity for the growth of small-pack or single-portion of foods. Breakfast cereal manufacturers’ trends towards product diversification would be extremely helpful in increasing this share. ? France – In France, breakfast is not traditionally a large meal. This trend is changing with the launch of particular breakfast cereal products such as those containing chocolate flakes or chunks which has led to an increase in the sales volume of breakfast cereals in the country. ? Spain – Spain is becoming increasingly health conscious because of the declining birth rate and ageing population. This has prompted the need for healthy eating which ahs automatically led to an increase in the sales of breakfast cereals in the country. ? UK – In UK too the trend is moving away from traditional breakfast which means that the sales of breakfast cereal ought to diminish. However the increased number of single person households and the number of people aged above 55 means that the need for convenience as well as health food is still there though the customer segment has changed. ? Italy – The breakfast cereal market in Italy has been always very dynamics with ready-to-eat cereals accounting for almost 98% of the market value. The target customer segment has been mostly women who are both health conscious as well as fast to eat. This means that the breakfast cereal market is not expected to reduce in near future. (Mintel, 2004) PART II INDIVIDUAL COMPANY REPORT: KELLOGG’S Introduction Kellogg’s brand is one of the most unique brands in the world. This is because it is one of the most famous breakfast cereal brands and along with being a market leader the brand as been around for as long as anyone can remember – to be precise since 1906. Kellogg’s was in fact responsible for bringing about a breakfast revolution in America from the initial heavy hot foods such as port of beef accompanied by starch items to cereals made from various grains. Kellogg’s Corn Flakes with Will Kellogg’s familiar red signature on the box have become a staple of the American households since the 20th century. The paper presents the market analysis of this pioneering company. History Kellogg Company was formed when production of Kellogg’s Corn Flakes ® about a century ago. The company was started by John Harvey Kellogg, with only 44 employees in Battle Creek, Michigan in 1906. He named the company as Battle Creek Toasted Corn Flake Company and named his younger brother Will K Kellogg as the president of the new company. The cartons of the company carried the bold and famous legend â€Å"None genuine Without the Signature – W. K. Kellogg† in simulated script. This Will Kellogg’s independent business career began at the age of 46. John Kellogg was unwilling to advertise the company’s products and wanted them to be used only for his patients (he was the head physician and supervisor at the Battle Creek Sanitarium which was a very well known health spa found by the Seventh-day Adventists). Will however wanted to market their products more widely with the result that one of the patients who tasted the flakes set out to reproduce them; the company which would later become the General Foods Corporation. The brothers clashed on this issue and Will Kellogg gained absolute control of the company. The company began production at the rate of 33 cases a day. Will aggressively promoted his company and product, with its first full-page ad in the Ladies’ Home Journal. In its first year the company shipped 175,000 cases of cornflakes, a number with reached more than one million by 1909. Within five years Kellogg’s Corn Flakes had found their way into the majority of kitchens across America with an advertising budget of one million dollars. Will Kellogg was know to use ingenious advertising campaigns which reflected a type of inspired commercial evangelism, perhaps rooted in his Seventh Day Adventists background (Ingham, 1983, p. 698-699). The worldwide expansion of the company began in 1914, and by 1938, it had plants in England and Australia. When WK Kellogg died in 1951, the company tried and succeeded in introducing several new products, the most famous of which was the introduction of Pop Tarts in 1964. Till 1979 the company saw increase in its market share, which declined in the period between 1979 and 1983 from 42 percent to 38 percent. The market itself had become mature showing only a 25 growth rate which was 7 percent a decade earlier. The company then started to diversify in to products such as nutria-bars and Rice Krispies, and by 1985 had regained its market share of 42 %. The 1990s saw a change in lifestyle where customers started turning away from breakfast cereals and went in for hand snacks such as bagel, muffins or doughnuts. General Mills started closing in the market share gap with Kellogg’s with successful product launches and in 1998 overtook declining Kellogg for the first time. , with a market share of 32% as against the 32% market share of Kellogg. However, Kellogg was still the world market leader with a net market share of 40% (Thomson Martin, 2005: 149-150) By the year 2001, Kellogg diversified into cookies with the acquisition of Keebler. Today, Kellogg Company employs more than 26,000 people. The products are manufactured in about 19 countries and sold in 180 countries across the world (Kellogg). Organization Kellogg has a huge network of global manufacturing and marketing units. The company manages this by dividing its operations into two segments United States and International. The International segment is further divided into Europe, Latin America, Canada, Australia, and Asia The company food choices include more than 1500 products that are manufactured in 59 facilities across the world (Kellogg).

Essay --

Murray, Joshua HST 456 Exam One February 21, 2014 Thomas, Sabrina Short Answer # 1 Due to an immense fear of South Vietnam falling prey to the Communist powers of The People’s Republic of China and the Soviet Union, The United States government enacted various refugee, military and economic policies to create a self-sufficient democratic nation-state in South Vietnam. In an attempt to diversify South Vietnam’s economy, The United States initiated the Commercial Import Program (CIP) which started in January of 1955, in which the United States assisted South Vietnam in the growth of industrialization and commerce through economic aid, consumer imports and supporter through middle class Vietnamese. The goal was to create a self-sufficient free market in South Vietnam beyond agricultural products long after the United States intervention was over. The next policy to aid the South Vietnamese was called the Agroville Program which was established to protect and urbanize rural Vietnamese people to increase support for the Diem regime by relocating them from their lands to secure built communities. This policy had huge repercussions as it did not aid anti-communist support but increased Communist favor in rural Vietnamese as some Vietnamese people felt forcibly relocated to the land that they were ancestrally bound too. In order to ensure South Vietnam had an effective military to combat North Vietnam and the Communist forces such as China which supplied automatic weapons, the United States sent the Military Assistance and Advisory Group (MAAG) which provided military advisors to the South Vietnam government, assisting them with information on military tactics and efficient training skills. Short Answer #2 John F.... ...nd engaging in full scale military engagement in Vietnam was a rash decision as it contained little investigation and inadequate research on the battle techniques of the Northern Vietnamese before engaging. Altogether, President Johnson’s response and executed action towards the events occurring in Southeast Asia were rash, rushed and researched. His elitist attitude towards the power that the United States held compared to the â€Å"guerilla† forces of the Viet Cong created a mentality that the United States would easily suppress the opposing forces as they were the dominant world power; however Johnson neglected major elements of geopolitical situations and warfare style needed to be successful. President Johnson had a chance to withdraw from Vietnam after Kennedy’s assassination but chose to escalate the situation that had been brewing since the Truman administration.

Crossing Brooklyn Ferry Essay

Ferry is considered one of the greatest lyrical poems of all time. In Crossing Brooklyn Ferry, Walt Whitman uses connotative diction, prying questions, and critical reader engagement to convey a feeling of connection and unity of people through time. By using these certain rhetoric strategies, Whitman creates a piece of poetry that seems to be timeless. Whitman carefully chooses certain words and phrases that really highlight his intentions to connect himself and others readers throughout time. In part 2 of the poem, Walt chooses the words â€Å"simple† and â€Å"compact† to describe a â€Å"scheme† in which we are all â€Å"disintegrated†. These words, precise and carefully chosen, attribute to the great lyricism of the poem. A scheme that is simple is a scheme that we can all live by. And a compact, simple scheme connotes togetherness. Whitman continues to say we’re all disintegrated, but part of the scheme. Being disintegrated could also means we are all little pieces of the same body, or scheme Another simple rhetoric strategy imposed by Whitman to convey a sense of unity between he and the reader is reader engagement. Whitman involves and engages the ready by asking the reader questions, and relating to the reader. By effectively asking questions, Whitman suggest to readers from past and future times that maybe there is not much that separates them. â€Å"What is it then between us? What is the count of scores or hundreds of years between us? The use of these rhetoric strategies are just a few the devices that makes Walt Whitman’s â€Å"Crossing the Brooklyn Ferry† a timeless masterpiece.

How Vaccines Don t Cause Autism - 849 Words

Knott 1 Ethan Knott Engrish 9 2 June 2016 How Vaccines don’t cause Autism Imagine this, you have had your first child. You want to protect your child at all costs. Your child is young and innocent and you want them to be protected from all illnesses. The doctor asks if you want your child to be vaccinated. You do a search about the risks from getting vaccinated and you learn that it supposedly can cause autism. Even though you know that you want your child to live a healthy life Imagine this, you have had your first child. You want to protect your child at all costs. Your child is young and innocent and you want them to be protected from all illnesses. The doctor asks if you want your child to be vaccinated. You do a search about the risks from getting vaccinated and you learn that it supposedly can cause autism. Even though you know that you want your child to live a healthy life, you don’t want to possibly give them autism. The question still remains, do vaccines cause autism? Knott 2 People who say that vaccines cause autism have no scientific evidence backing them up. This old wives tale has been spread by mouth for many years and people believe it. People believe it so much that 2.1 million American children are not vaccinated. That might not seem like a very large number, but once 1 person has the illness it can be transferred on to people. Around 90 percent of newborns are vaccinated but these vaccines are rendered useless if just 1 person has the illness. The CDCShow MoreRelatedThe Outbreak Of The Measles1659 Words   |  7 Pages An outbreak of the measles in the United States has sparked controversy in the autism world today. Contrary to previous theories, the measles vaccination is not a leading component to the cause of this disease. One in sixty-eight children in the United States are entering this world with Autistic Spectrum Disorder today, a thirty percent increase from the one in eighty eight percent two years ago. This disease is unquestionably one of the worst and most confusing disabilities out there. So, despiteRead MoreShould Children Vaccinated Be Vaccinated?946 Words   |  4 PagesDid you know that 25 states don t require homeschooled children to be vaccinated? Or that 19 offer philosophical exemption? Just by filling out a few forms parents can prevent their child from receiving life saving immunization. It should be required of all parents, whose children are able, to have their child vaccinated. It protects not only the child, but other non-vaccinated people around him/her. Also it s a perfectly safe procedure. Finally, it has saved many lives and would save many moreRead MoreAnti Vaccination : A Dangerous Movement1331 Words   |  6 Pagesput themselves at risk, but other innocent children. A family with a young girl returns to the US from Kenya. They are Anti-Vaccine. The girl contracts measles, which spreads to her family members. measles has a fairly long incubation period, so no symptoms were immediately visible. The girl was sent to her day-care after returning with an unwelcome hitchhiker. The vaccine for measles is separated into two parts: the main injection at 15 months, and a second one at age 4-5 years. The daycare containedRead MoreHow Does Autism Start?954 Words   |  4 Pages When does autism start? Parents of two children are searching for treatments to help their autistic children who can t communicate their feels or needs. They have tried many therapies conventional or unconventional and all they want is to treat their children to live an independent life. Autism is a mysterious disorder for the great doctors who have found cure for many other mysterious diseases. Researchers don t know the cause each child to behave differently fromRead MoreShould Children Be Vaccinated?1599 Words   |  7 Pagesbe one of the greatest health developments in the 20th century. A vaccine is defined as â€Å"a substance used to stimulate the production of antibodies and provide immunity against one or several diseases, prepared from the causative agent of a disease, its products, or a synthetic substitute, treated to act as an antigen without inducing the disease.† Hundred of thousands of lives have been saved in the last twenty years due to vaccines. Although no federal law exists, all fifty states require studentsRead MoreBenefits Of Getting Vaccinated Far Out Weigh The Risks Essay1453 Words   |  6 Pagesa movement against giving vaccines to children, that now has nearly 40% of parents in the United States following along. But it is due to these vaccines that most children today have never experienced diseases such as polio or the measles such as their grandparents have. Since they have not seen these diseases, parents feel it is unnecessary to vaccinate them for fear of developing the possible side effects or because of reports they cause autism. However, these vaccines are critical for eradicatingRead MoreWhy Vaccination Should Be Required Essay1018 Words   |  5 PagesThe â€Å"Vaccine War† produced by PBS, enriched my views on vaccination and it’s benefits, because i didn t know the power of herd immunity before the documentary. Before, I believed that vaccinations should be up to an individual and they should do as they want. Now, I think that vaccination should be required, due to the high potential risk of turning it down as compared to the risks of adverse reaction due to the vaccines.In regards to the connections between autism and vaccination.Results shouldRead MoreWhat Can Cause Autism?1176 Words   |  5 PagesAutism has turned into a fairly common, but is a serious developmental disorder that decreases the ability to communicate and interact. This impairs social, verbal and nonverbal interaction, and also brain development. Although there are many myths to what can cause autism, there are very few known true causes or preventions. The most commonly known cause is a mutation in chromosomes. Males are four times more likely to develop autism due to females having a ‘backup’ gene. Women hold two X chromosomesRead MoreIs Vaccines A Cause Of Autism Spectrum Disorder?1179 Words   |  5 PagesMake â€Å"Ever since the smallpox vaccine in 1798 there has been an argument over the safety, effectiveness and morality of vaccinations† (Immunization Action Timeline). In 2015 we have progressed as far as to find a vaccine for Ebola but the controversy still continues. In Tennessee, residents can refuse vaccines because of a religious reason. Many other states also allow their residents to refuse vaccines for religious and philosophical reasons (National Vaccine Information Center). Because statesRead MoreIs Vaccines A Cause Of Autism Spectrum Disorder?1257 Words   |  6 PagesMake â€Å"Ever since the smallpox vaccine in 1798 there has been an argument over the safety, effectiveness and morality of vaccinations† (Immunization Action Timeline). In 2015 we have progressed as far as to find a vaccine for Ebola, however, the controversy still continues. In Tennessee, residents can refuse vaccines because of a religious reason. Many other states also allow their residents to refuse vaccines for religious and philosophical reasons (National Vaccine Information Center). Because