Risk And Uncertainty As Barriers To Entry To The Ready-To-Eat Breakfast Cereal Industry In The United States.

Author

James Hyland Ryan

Publication Date

6-5-1968

Abstract

For nearly 20 years, 95% of the ready-to-eat breakfast cereal industry has been dominated by six manufactures – Kellogg, General Mills, General Foods, National Biscuit, Ralston Purina, and Quaker Oats. Consumer demand for ready-to-eat (hereafter designated RTE) breakfast cereals increased from 4.6 to 5.9 pounds per capita from 1954 to 1964. The total volume of cereal produced rose from 747 billion pounds in 1954 to 1126 billion pounds in 1964, a volume increase of 51%. During this same period, the pounds of cereal consumed per household increased from 15.9 to 20.6 or 28%.

Language

English

Document Type

Thesis

Degree Name

Master of Business Administration (MBA)

Level of Degree

Masters

Department Name

Anderson School of Management

First Committee Member

Daniel Michael Slate

Second Committee Member

Howard Vivian Finston

Third Committee Member

James E. Brown

Recommended Citation

Ryan, James Hyland. "Risk And Uncertainty As Barriers To Entry To The Ready-To-Eat Breakfast Cereal Industry In The United States.." (1968). https://digitalrepository.unm.edu/anderson_etds/74