Yoplait Critical Analysis - 883 Words

Critical Analysis of General Mills’ Yogurt Business Introduction General Mills, Inc., is a U.S. leading based food company, producing packaged flour, breakfast cereals, refrigerated yogurt, dry dinners, frozen vegetable, and similar products. It’s consumer product has been sold and marketed in U.S. Retail stores, convenience stores, and outside of the United States (Forbes, 2017). In General Mills’ several yogurt product lines, â€Å"Yoplait is a leader in the multi-billion dollar U.S. yogurt category,† and is also available in about 70 other countries in the world (General Mills). Due to its brand marketing strategy and popularity, Yoplait has been ranked as one of the top 10 yogurt brands in United States’ yogurt industry. Although the†¦show more content†¦According to the Organic Trade Association (OTA), a survey shows that â€Å"The robust American organic sector stayed on its upward trajectory in 2016, gaining new market share and shattering records, as consumers across the United States ate and used more organic products than ever before,† tolerating sales of $47 billion in 2016 and is still expecting to see a continuous growth (OTA, 2017). General Mills can also make a turnaround by debuting the new organic product in both American Market and the Asia-Pacific yogurt market, where its market has been growing at a fast pace. Particularly in China, where demand for healthier yogurt has been growing exponentially in the country. At the same time, General Mills may also enhance marketing strategies of its Yoplait brand in Japan, where flavored yogurt is gaining significant popularity. (Mordor Intelligence, 2017). Recommendations The best solution for handling the threat of Yoplait’s decreasing net sales is to debut a new yogurt product segment that holds that strong presence of organic ingredients. The continuous growth of the yogurt market is stimulated by the increasing awareness of the health benefits of yogurt and favorable yogurt,Show MoreRelatedYogurt Case Study777 Words   |  4 PagesAfter getting the U.S license for the Yoplait brand back in late 70s, General Mills has been introducing yogurts to American and the U.S. consumption of yogurt per person grew 645 percent from 1980 through 2013 (Tribune, 2017). General Mills finally buying just over 50 percent of Yoplait brand. At that time, General Mills was at par with a French company, Danone. In the past years, all top 10 of yogurt brands are enjoying the rising sales, except for Yoplait. 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