General Mills BCG Matrix Essay

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Pages: 5

BCG Matrix Analysis on General Mills Canada
General Mills is a company that has many brands in the food industry, however, they are more famously known for their individual brands. Their primary brands include Cheerios, Nature Valley, Pillsbury, Green Giant, Old El Paso, Hamburger Helper, Betty Crocker and Yoplait (General Mills Canada). When these brands are organized into different categories, General Mills’ product mix is the result. Taken right from General Mills Canada website and how they organize their brands for consumer friendliness, their product mix includes: baking products, cereals, dough/pastries, fruit, ice cream, meals, organic/natural, pasta, pizza, snacks, soup, vegetables, and yogurt. Each individual type in the product
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However, due to the growing social trend for more organic foods and healthier foods, this product line will definitely have the most potential to grow in the market. As more and more people demand for healthier products, it is hypothesized that General Mills will invest more and more money into the organic and natural product line. This identifies with the definition of a question mark – money will be invested to grow the market share.
It is also good to note that since the organic / nature product line has some products in almost every other division in the product mix, the expected growth of those products can be partially included and counted towards the expected growth of the organic / nature product line. For example, in the expected growth chart (refer to Appendix C), snacks have an expected growth of about 6%. Since some snacks are also part of the organic / nature product line, such as Nature Valley, this 6% can be included towards the growth of organic / nature product line. While this example only showed snacks, this can be done also for other divisions, totalling to a very high expected growth for the organic / nature product line.

Following social trends, it is possible that the organic and natural product line will become a star. If General Mills were