pointed our marketing department in the right direction. After our company implemented Sally’s proposal‚ our market share increased three points‚ which she definitely deserves credit for. However‚ her proposal has led to some active criticism from the public which has left our group manager Tom Miller displeased because of how valuable this proposal is to our Natural Cereals division. Sally’s proposal included a limited health message to the high fiber content in our bran cereals. She indicated
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influence consumer purchases. As mentioned earlier there are case studies that examine the actual cereal box design as a factor that influences consumer choice. The purpose of the current study is to determine what factors are involved in the choice of cereal as breakfast. As we consider that there are numerous elements that impact consumer’s choice of cereal; it is affordable‚ it is nutritious‚ it is easy to make‚ etc. For the purpose of the case‚ we will conduct separate surveys to determine the impact
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Part 2: The European Market (d) Do an analysis of UC´s environment in Europe by following the information given in the case! Use Porter´s 5 Forces as well as a SWOT analysis! 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
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from the core competences of each other. GM is the second-largest cereal manufacturer in North America. It has technological and marketing expertise gained over more than 80 years of breakfast cereal market. GM is globally active with its products but they are very well known and strong in their home market. In 2006 only 16% of total sales came from outside of USA. This shows us that the heavy domestic dependence esp. in cereal market is very problematic for GM. In this joint venture‚ GM brings
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potential gain from the first-mover advantage by launching the 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 that 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
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United Cereal Memorandum Date: May 21‚ 2015 To: Lora Brill From: Subject: Healthy Berry Crunch Launch Decision Recommendation: 1. United Cereal (UC) should launch Healthy Berry Crunch in France 2. Healthy Berry Crunch should become UC’s first Eurobrand Rationale for Recommendation 1: 1. Consumers have an increased interest in healthy foods 2. Special K is currently the only competitive product in the market for healthy cereals and UC will have the advantage if they launch now before
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1 1 Introductory reflection The United Cereal Eurobrand case‚ set within the European organization of the giant multinational breakfast foods company United Cereal‚ portrays the background of a launch decision for a new cereal product‚ the ‘Healthy Berry Crunch’. As the case evolves‚ the decision has major strategic and organizational implications for Lora Brill‚ European Vice President. The case focuses especially on two central decisions confronting her: Should ‘Healthy Berry Crunch’
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United 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 “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 that
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OMG ACTIVE CEREAL TWO-YEAR MARKETING PLAN By Christine Shao Name and appropriateness of choice OMG is a pet phrase among teenagers and also I want to deliver a message to costumers that the cereal has amazing taste. Our target customers are teenagers‚ so the word ‘ACTIVE’ is used to describe how the teenagers should be. Summary of market position OMG Active Cereal is a new breakfast cereal which is based on rice bran. Rice bran has a high nutrition value and is rich in anti- oxidants and beta-glucan
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chain‚ Appendix B‚ in the RTE cereal industry consists of branded manufactures and private labels that receive their raw materials from suppliers and then distribute their product to food stores‚ drug stores‚ and mass merchandisers where the end consumer can eventually purchase the cereal product. Private labels rely on wholesalers and third-party distributors to get their product on the store shelves where the end consumer can purchase these items. In the RTE cereal industry‚ there were three large
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