United Cereal Laura Brill’s Eurobrand Challenge

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Principles of Management
Lecturers: Carsten Brodt/ Andrea Raab

United Cereal Lora Brill’s Eurobrand Challenge

4858318: Yan Gu 4841426: Zhaoxi Wang 4840554: Wenjiao Cao 4843927: Sanyog Yadov

4847300: Mengfan Liu 4848152: Ritu Pathak 4838304: Chuxian Wang 4836586: Yuwan Zhang

Content
 

 

I. The positioning of United Cereal (UC) ...................................................................... 3 a. c. a. c. a. The vision of United Cereal ............................................................................. 3 The implementation of “UC way” ................................................................... 5 The SWOT analysis of UC’s environment in Europe ..................................... 6 The standard expanding way of UC’s business in Europe .............................. 9 To launch or not to launch ............................................................................... 9 b. Generic strategies analysis of UC .................................................................... 4 II. The European Market ............................................................................................. 6 b. The Porter’s Five Forces analysis of UC’s environment in Europe ................ 7 III. Strategic Choice: Launch of Healthy Berry Crunch in France ............................... 9 b. How would the launch reflect the UC way .................................................... 10 IV. Strategic Choice: Should Healthy Berry Crunch become UC’s First Eurobrand . 11 a. The concept of “Eurobrands”......................................................................... 11 b. The analysis of the establishment of Eurobrands .......................................... 11 V. Organizational Structure to Support effective implementation of Eurobrand ........ 12 a. The relationship between a structure and a strategy ......................................... 12 b. The analysis of Lora Brill’s structure ............................................................... 13 Reference ..................................................................................................................... 15

 


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I. The positioning of United Cereal (UC)

a.

The vision of United Cereal We accompany you to embrace every delicious and hopeful morning. You inspire us to pursue forever innovative and vigorous winning.

------- United Cereal In a study (James C. Collins, Jerry I. Porras, 1996), James C. Collins and Jerry I. Porras proposed that a well-conceived vision consists of two major components: core ideology and envisioned future. Core ideology defines what we stand for and why we exist. The envisioned future is what we aspire to become, to achieve, to create-something that will require significant change and progress to attain. 1) Core ideology Core ideology consists of two distinct parts: core values and core purpose. While the strategies and practices will adapt to the changing environment endlessly, core values and core purposes remain fixed in the companies which enjoy enduring success. As a set of guiding principles, core values are the essential and enduring tenets of companies and have intrinsic value and importance to those inside the organization. UC’s two time-tested values-customer and market oriented, and constant innovation-which can be summarized from the company phrases, are embodied in its vision: Ÿ Customer and market oriented (“You inspire us”): It is customers who lastingly gave UC inspiration to do innovation and led UC to become a pioneer in the use of consumer research and focus group. UC listens to the customer, spots the trend, and holds the high value placed on extensive market testing prior to launching new products. Ÿ Constant innovation (“Innovative winning”): UC had a well-earned reputation as an innovator both in its products and brand management system. Honoring the past while...
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