The Financial Performance of Kraft and General Mills

Accounting and Financial Introduction This report analyzes the financial performance of the two companies (Kraft and General Mills). They are global consumer food companies developing various packaged foods. The main purpose of these companies is to meet consumer needs and preferences while achieving sustained sales and revenue growth, and attractive dividend yields, while generating superior revenue. The report shows how each company has achieved its goals and which companies have better goals.

First, in the cereal category that can be eaten immediately, Kellogg competes directly with General Mills, Kraft Foods, PepsiCo's Quaker Oates. Clearly, while Kellogg is in the second place, the current leader of the instant serial category is the General Mill Brand, Cherioos. Secondly, in the area of ​​convenience foods, Kellogg competes directly with the salty snack field and Pepsi's Frito Lay Unit, the top brand of biscuits and crackers, and Nabisco of Kraft Food. Third, Kellogg not only faces intense competition with famous brands, but also faces new entrants into the market.

Like General Mills, Kellogg is also a global company operating in the food industry. Like General Mills, Kellogg has the same goal of enriching and satisfying the world through important products and brands. One of the main differences between Kellogg and General Mills is the product line of Kellogg. There is a tendency to focus on all kinds of cereals and convenience stores such as biscuits, biscuits, snacks and waffles. The company also sells these products under the brand names Kellogg's, Keebler, Cheez-It, Murray Austin and Famous Amos. (Kellogg 2012 10k, 3) Kellogg is also involved in the current financial situation and management, such as commodity market instability, food safety and quality concerns, business management turmoil, and many other international risks It has many factors that influence)

General Mills has several important elements that can affect current financial conditions and management. According to 10k, the first factor of General Mills is that they compete fiercely in the industry. They compete with other widely advertised brand products, but they also compete with competitors and private label companies that tend to sell products at lower prices. When competitors from General Mills attempt to acquire a competitive advantage through price strategy, General Mills may respond with a similar pricing strategy. They may also lose the ability to maintain a high quality pricing strategy if General Mills can not consistently provide high quality product quality identifiable (10k, 9)