industry are Kellogg’s, Nestlé, Weetabix, Flahavan’s and Odlums. Breakfast apart from being a necessity for breaking the fast, it is also seen as a social ritual amongst the majority of cultures around the world. Three main trends emerge from an analysis of the industry: Acquisitions, Automation and Consolidation. The nature of the cereal industry is oligopoly as there are just a few firms dominating the industry. The key players were identified as Kellogg’s, Origin Enterprises (Odlums), Nestlé
and help make the world a little better” (Our Heritage, n.d.). Starbucks is widely known for their retail stores; however, the company has plans of becoming a brand known for their consumer-products as well (Jargon, 2012). Starbucks offers a variety of coffee and coffee products in their retail stores and in grocery stores worldwide. Recently, Starbucks has added value to their retail stores with the expansion of their breakfast and lunch food selection, as well as with the arrival of the Starbucks