United Cereal
“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 might United Cereal implement your recommendations? 4.b. What do you think of the Eurobrand Team proposal? 4.c. How can you make the Team work?
Introduction
The case gives a brief idea about the company’s confusion over a new product launch in Europe. United Cereal was first established in the year 1910 in Kalamazoo, Michigan, It also stepped in to the market of other markets such as beverages, frozen food, and baked food. But the breakfast cereal trend soon set in. And it was very necessary for the company to do a full research before launching a new product. The company had strong values and policies, which it needed for its managers to follow. Breakfast cereal market was a potential market and there was only one major competitor, Kellog. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry.
To develop a new brand, was both expensive and time taking. The company had now stepped into European market after 30 years in the business. It first acquired the local market distribution, and then grew it by introducing American products. European market was becoming a complex market to handle.
Crunch in other European markets with the Eurobrand approach, continuing with
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 might United Cereal implement your recommendations? 4.b. What do you think of the Eurobrand Team proposal? 4.c. How can you make the Team work?
Introduction
The case gives a brief idea about the company’s confusion over a new product launch in Europe. United Cereal was first established in the year 1910 in Kalamazoo, Michigan, It also stepped in to the market of other markets such as beverages, frozen food, and baked food. But the breakfast cereal trend soon set in. And it was very necessary for the company to do a full research before launching a new product. The company had strong values and policies, which it needed for its managers to follow. Breakfast cereal market was a potential market and there was only one major competitor, Kellog. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry.
To develop a new brand, was both expensive and time taking. The company had now stepped into European market after 30 years in the business. It first acquired the local market distribution, and then grew it by introducing American products. European market was becoming a complex market to handle.
Crunch in other European markets with the Eurobrand approach, continuing with