United Cereal - 1477 Words

â€Å"United Cereal: Lora Brill’s Eurobrand Challenge† case analysis Question 1. As Lora Brill, United Cereal European VP, would you authorize Jean-Luc Michel’s request to launch of Healthy Berry Crunch in France? Be sure to analyze both sides: Launch and Delay Launch (summarize in a table format and then discuss). Question 2. Does United Cereal represent an example of centralized or decentralized international management? Question 3. What do you think of Brill’s Eurobrand proposals? Should she authorize the launch of Healthy Berry Crunch as the Eurobrand? What concerns do you have? How do you resolve them? Be sure to analyze both sides: Launch and Delay Launch (summarize in a table format and then discuss). Question 4.a. How†¦show more content†¦5) Launch the Healthy Berry Crunch product in France as a test market for the Eurobrand approach as well as to compete with Cheerio’s Berry Burst in this country. 6) After it succeeds, launch the Healthy Berry Crunch in other European markets with the Eurobrand approach, continuing with Germany and Benelux, as those countries are also in favor of Healthy Berry Crunch. At the same time the company would do the further research on other European countries and choose the countries that test results show well to launch the next. 7) If the product and approach appears to be successful, launch the Healthy Berry Crunch in other European markets with the Eurobrand approach. Answer 4.b. According to Lora Brill’s concept, the UC Europe will create â€Å"Eurobrand Teams† which are composed of brand managers from each country subsidiary, delegates from each functional group such as logistics, engineering, RD and so on, and one representative from the appropriate regional division VP’s office. These teams would decide product formulation, market positioning, packaging, advertising, pricing and promotions, as well as finding the ways to reduce costs and increase profitability. In my opinion, this proposal has the following advantages: - Eurobrand Teams modeled on the European Technical Teams that had proved so effective in the past. - Brill’s concept can make the best use of significant resources likeShow MoreRelatedUnited Cereal2271 Words   |  10 PagesUnited Cereal: Lora Brill’s Eurobrand Challenge Introduction: The case is focusing on European division of a giant multinational breakfast food company, which describes a launch decision for a new cereal product. United Cereal (UC) was established in 1910 by Jed Thomas. It was known in the industry, eventually diversified into snack foods, dairy products. By 2010 UC was a $9 billion business, but the breakfast cereals still accounted for one-third of its revenues. As the breakfast cereal trendRead MoreUnited Cereal Company in Europe1457 Words   |  6 PagesPresident of United Cereal (UC), Lora Brill, is confronted by a dilemma: to launch a new product called Healthy Berry Crunch as the first ‘Eurobrand’ or not. A wrong decision may destroy her career, especially since Healthy Berry Crunch is not only a new concept of healthy cereal, but also a pioneer of United Cereal’s Eurobrand, which is different from the company’s usual standards. On the other hand, if she makes the right decision, she may be able to grow the co mpany to a whole new level. United CerealRead MoreUnited Cereal Case1242 Words   |  5 PagesUnited Cereal Case Study I. Key Problem United Cereal is a diversified company established in 1910 by Jed Thomas. The company produces snack foods, dairy products, beverages, frozen foods, baked goods, and cereals. The cereal industry generates one third of United Cereals revenue. United Cereal focuses on â€Å"commitment, diligence, and loyalty† which attracted many people to work for the company. Jed expected his Managers to adhere to a strong set of values and wanted committed Managers thatRead MoreThe Success Of United Cereal1877 Words   |  8 PagesUnited Cereal was founded in 1910 by Jed Thomas. Thomas developed his first cereal product of a cracked wheat, rolled oats, and malt flakes and started promoting and selling his product in his own grocery store located in Kalamazoo, Michigan. For the last 100 years, United Cereal has been known as a diversified industry that provides a different variety of snack foods, dairy product, beverages, drinks, baked goods, and frozen foods. According to Harvard Busin ess School during 2010 United CerealRead MoreUnited Cereal1105 Words   |  5 PagesUnited Cereal was an organization embodied with a strong set of core values. They believed in commitment, diligence and loyalty; attracted people to work for the company and promoted managers from within. Their managers were committed to â€Å"The UC Way† and certain deeply rooted beliefs like: †¢ â€Å"Listen to the customer†-led them to pioneer the use of research and focus groups. †¢ â€Å"Spot the trend, make the market†- led then to place high value on extensive market testing prior to launching new productsRead MoreCereal Is A Common Household Breakfast Item Developed By The United States And Produced Using Processed Grains1509 Words   |  7 Pages Cereal is a common household breakfast item developed in the United States and produced using processed grains. In 1830, Dr. Sylvester Graham, a Presbyterian minister, in expressing his distaste for the traditional carnivorous English breakfast and preaching Christian vegetarianism, developed Graham flour , the first modern whole wheat grain flour , and Graham crackers, made of Graham flours. Subsequently, â€Å"Dr. James Jackson of New York, [purchased] large quantities of Graham flour, [baked] themRead MoreUnited Cereal1464 Words   |  6 Pagesâ€Å"United Cereal: Lora Brill’s Eurobrand Challenge† case analysis Question 1. As Lora Brill, United Cereal European VP, would you authorize Jean-Luc Michel’s request to launch of Healthy Berry Crunch in France? Be sure to analyze both sides: Launch and Delay Launch (summarize in a table format and then discuss). Question 2. Does United Cereal represent an example of centralized or decentralized international management? Question 3. What do you think of Brill’s Eurobrand proposals? Should sheRead MoreThe Success Of United Cereal1728 Words   |  7 PagesUnited Cereal began its European expansion in 1952 by the acquiring a baked goods company in England. It then directly invested in other established companies in order to save costs by utilising their well-established distribution lines and branding products using well known subsidiaries. This expansion aimed to achieve leverage by economies of scale and further increase revenues. The company’s strong shared values, ‘The UC way’, effected their strategies by ensuring the company carried out extensiveRead MoreUnited Cereal Case Study1864 Words   |  8 Pagesthe product now versus increased market visibility and certainly by launching the product later after proper market research. Adding to the pressure to make a quick decision is the rumor that Cereal Partners is planning to launch Berry Burst Cheerios in France, a move t hat could potentially threaten United Cereal’s position as the first mover in the market. In order to make an informed decision on this complex issue, it is prudent to first evaluate the advantages and disadvantages of launching theRead MoreUnited Cereal Case Study Essay1694 Words   |  7 Pages The multinational breakfast foods company United Cereal entered European markets in 1952. By the year 2010 Europe ´s breakfast cereal market has grown to a $7 billion business which has proven to be a profitable market segment and therefore attracted various competitors. Only four actors account for 70% of market share in the European markets. Among them are Kellogg which is regarded as UC ´s strongest competitor, ranked first with a 26% share, Cereal Partners, a joint venture between General Mills