On Wednesday, General Mills (GIS) will report earnings results for the fiscal third quarter. The cereal maker is expected to do okay. According to Earnings.com, net income is projected to be around 56 cents per share. If the company hits that number, then it will represent a decent bottom-line growth rate.

The stock has a couple things going in its favor. The 52-week high is currently set at $38.98. Shares closed on Monday at a price of $37.12, not far from the peak. In addition, the dividend yield of 3% is attractive.

Quarterly reports from Oracle (ORCL), Discover (DFS) and Tiffany (TIF) will highlight news on the earnings front this week.

Elsewhere on the economic calendar, the focus will be on housing, with existing home sales data due from the National Association of Realtors on Monday, new home sales numbers from the Census Bureau on Wednesday and data on housing starts released on Thursday.

Also watch for durable goods orders in February and the final GDP for the fourth quarter.

Kraft Foods (KFT) has done well to sustain demand in the face of higher coffee prices brought on by rising commodity prices. Kraft is the world's second largest food and beverage company after competitor Nestlé. It also competes with PepsiCo (PEP), General Mills (GIS) and Kellogg (K).

Kraft manufactures both food and beverages, with beverages accounting for nearly 14% of our $32.58 price estimate for Kraft's stock, which reflects a small premium to market price. Chocolate, candy and gum constitute around 31% of our price estimate, with snacks adding 19% and grocery products representing another 14%.

Food giant General Mills (GIS), first discussed here on April 8, 2009, at a split-adjust price of $25.40 ($50.80 pre-split), has meandered during the past three months, but just look on that pause as a chance to scoop-up some shares of a premiere U.S. company.

And the reasons for the bullish view here are obvious enough. Demonstrated business model General Mills boasts solid brands (Cheerios, Wheaties, Lucky Charms, Total and Chex), good cash flow, economies of scale, and room for international expansion. Add productivity gain, marketing skill and a solid, split-adjust $1.12 annual dividend and GIS is one play that's hard to pass up.

General Mills (GIS) is one of a group of food processors that are being squeezed by high commodity prices. These companies are caught between a reluctant consumer and having to pay more for raw materials like wheat, corn and soybeans.

The Wall Street Journal (subscription required) reports that General Mills' profit for the quarter rose to $613.9 million or 92 cents per share, compared with $565.5 million or 83 cents per share last year. Excluding the value of commodity hedges, earnings slipped to 76 cents from 77 cents a share. Net sales rose to $4.07 billion. Volume increased 3%. Gross margins fell to 40.2% from 42.8%

After a summer stock dip, food giant General Mills (GIS), first discussed here on April 8, 2009, split-adjust price of $25.40 ($50.80 per-split), is reasserting itself, and with good reason.

General Mills boasts solid brands (Cheerios, Wheaties, Lucky Charms, Total and Chex), good cash flow, economies of scale, and room for international expansion. Add productivity gains, demonstrated marketing skill, and a solid, split-adjust $1.12 annual dividend and GIS is one play that's hard to pass up.

General Mills (GIS) option was active on call volume of 88K contracts, compared to put volume of 8K contracts. October put option implied volatility is at 28, January is at 25, above its 26-week average of 21, according to Track Data. The active call volume suggests traders taking positions for price movement.

Stocks with implied volatility below index mean range: Genzyme (GENZ), Potash (POT) and Chelsea Therapeutic (CHTP), according to IVolatility.

Options Update is by Stock Specialist Paul Foster of theflyonthewall.com.

Housing steps into the spotlight again this coming week. The release of the National Association of Homebuilders Housing Market Index starts out the week on Monday morning. Then on Tuesday morning, look for housing starts data from August. Release of the July FHFA House Price Index is scheduled for Wednesday. And numbers for existing home sales and for new home sales in August are due out Thursday and Friday, respectively. Overall, the housing market is expected to have continued to lose momentum in August, but less dramatically than in July.

Also on the economic calendar this week: Tuesday's FOMC meeting on interest rates, the Conference Board's Leading Economic Indicators Index for August on Thursday, initial jobless claims for last week, and durable goods orders data for August on Friday. No significant changes from the Fed are anticipated, but the leading economic indicators may rise a bit.

The calendar quarter winds down this week, and in the days leading up to the Independence Day holiday in the U.S., Apollo Group Inc. (APOL) is expected to be an earnings winner. General Mills (GIS) and Monsanto (MON) are scheduled to report quarterly results this week as well, but analysts surveyed by Thomson Reuters expect them to post smaller profits.

Analysts on average expect for-profit education provider Apollo Group to report that its fiscal third-quarter earnings rose 18.7% from a year ago to $1.55 per share. Revenue for the three months that ended in May is expected to have risen 23.2% in the past year to $1.3 billion. Apollo Group's per-share earnings have topped consensus estimates in the past five quarters, by as much as 13 cents per share. The First Call recommendation of analysts is to buy APOL and has been for more than 90 days. Shares have fallen 28.6% in the past three months and reached a 52-week low of $43.49 on Friday.

Analyst Upgrades

• Baird upgraded C.H. Robinson (CHRW) to outperform from neutral and has a $67 target on the stock. The firm upgraded shares citing growth opportunities given the capacity constrained environment.
• UBS upgraded Navistar (NAV) to buy from neutral, citing improved trucker preferences towards the company's engine technology.
• KeyBanc upgraded Crane (CR) to buy from hold based on valuation stabilization and potential upside in aerospace, among other reasons. The firm has a $39 target on the stock.
• United Therapeutics (UTHR) was upgraded to overweight from neutral at JPMorgan.
• Equifax (EFX) was upgraded to overweight from equal weight at Stephens.
• Brown & Brown (BRO) was upgraded to buy from hold at Citigroup.