United Cereal Case Study

United Cereal Case Study

products can be differentiated in the quality of the product and services offered by the company in Europe. The country managers are meant to work closely with their local team to determine their unique product which would be developed by Brill, her Directors, and the VP's. Brill should define her European employee's job and make everybody work together as a team. Creating a new team will not form Eurobrand strategy but working together as a team and staying true to United Cereals vision. The Healthy Berry Crunch is yet to be introduced to the market and has not been accepted by the consumers, its success in the market cannot be determined since it's a new product. According to United Cereal's Europe strategy and organization, subsidiaries where established in different countries to be led by a country manager CM; however, the role of the subsidiaries and country managers is to solve the problem in the European market, which is to identify the major differences in the market segmented by the culture, economics environment, and country (Bartlett and Carlson). Brill should be worried about the consumers and how to improve UC's competitive advantage in Europe.

Looking at the market structure for the new product according to Jean-Luc Michel, thier is an existing market demand for the product and Brill should be more concerned on how to satisfy consumers. Launching Healthy Berry Crunch as a Eurobrand will involve a huge cost which will serve as taking risk considering the logistics and finances that would be involved, it will be better if the product is launched in France to serve as a model for United Cereal in other to launch the product in other European countries. By placing me in Brill's position, the product would be launched initially in France, based on the outcome, strategic decision would be made and the product will be launched in other European countries according to differences in the European market.

Considering the failure of the previous launch of Eurobrand products; they were not successful because it was not a collective decision, the brands were not fully supported by managers. The Eurobrand will affect the responsibilities of the country managers; they will be irrelevant in terms of making decisions relating to their environment since Brill wants to create a new team for the Eurobrand. On the other hand, Eurobrand will help the company meet up to their competitive challenges as an organization but for it to be successful, country managers must be assured that their contributions will be useful in product development. Kellogg has already gained the first mover advantage in the new product, they own the bigger share of the cereal market; however, for United Cereal to also take advantage of the second mover advantage, the company should deploy actions as fast as possible. Making Health Berry Crunch a Eurobrand will need more time