• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

United Cereal: Lora Brills Eurobrand Challenge

Extracts from this document...

Introduction

Master of Finance ________________ Principles of Management ________________ Principles of Management Lecturers: Carsten Brodt/ Andrea Raab United Cereal Laura Brill?s Eurobrand Challenge 4858318: Yan Gu 4841426: Zhaoxi Wang 4840554: Wenjiao Cao 4847300: Mengfan Liu 4848152: Ritu Pathak 4838304: Chuxian Wang 4843927: Sanyog Yadov 4836586: Yuwan Zha ________________ Content I. The positioning of United Cereal (UC) a. The vision of United Cereal b. Generic strategies analysis of UC c. The implementation of ?UC way? II. The European Market a. The SWOT analysis of UC?s environment in Europe b. The Porter?s Five Forces analysis of UC?s environment in Europe c. The standard expanding way of UC?s business in Europe III. Strategic Choice: Launch of Healthy Berry Crunch in France a. To launch or not to launch b. How would the launch reflect the UC way IV. Strategic Choice: Should Healthy Berry Crunch become UC?s First Eurobrand a. The concept of ?Eurobrands? b. The analysis of the establishment of Eurobrands V. Organizational Structure to Support effective implementation of Eurobrand a. The relationship between a structure and a strategy b. The analysis of Laura Brill?s structure Reference 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. ...read more.

Middle

This actually increases the bargaining power of customers and put pressure on UC. 4. Threat of substitute products. Substitute products usually limited the capability of a firm to earn more profit by placing a ceiling on the price. In order to keep the customers or even draw back customers, updated products should be available. In European market, there is a variety of national traditional for breakfast. Customers are easily and frequently eat different foods for breakfast other than cereals. Keep on developing new products to meet the customers? need is important for UC to maintain its market share. 5. Competition in industry. In a highly competition industry, its difficult for a firm to earn abnormal profit and rapid growth rate. Low price, high quality or differentiation products help a firm to compete with other players. In UC?s case, the two biggest firms UC and Kellogg control a total of 46% market shares, with the biggest four make of 70% market share and numerous smaller firms divided the remaining 30%. The cereal market in Europa is a highly competitive market. c. The standard expanding way of UC?s business in Europe When a firm decides to expand to international markets, there are several ways to choose. Export, franchising/licensing/contract, joint venture, foreign branch, private equity investment, and wholly owned subsidiary are of commonly used approaches (Pearce, J.A. Robinson, 2009). In 1952, UC first entering European market by acquiring an established company located in UK. In the following 30 years, UC used the approach, wholly owned subsidiary, to expand its operation in European. First acquiring an established local firm, then introducing products of US lines to grow it. Through the stand way of expand, up to 2009, 20% of global sales of UC are contributed by European market. By wholly owned the foreign subsidiary, a firm is flexible to introducing new products from matured market into the new market. ...read more.

Conclusion

Laura?s Eurobrand strategy is committed to push French Healthy Berry to the whole Europe. Obviously UC?s current structure is not proper for this strategy, since in every country CMs are making decision on their own product marketing and development without reporting to a single person in charge of Eurobrand, and this may make Eurobrand seem like several other brands and lead chaos if Eurobrand really comes into being; while Laura?s proposal structure implicates a European products manager system, which integrates the market operations in different countries and this benefits the Eurobrand by forcing different subsidiaries acting collaboratively. Though Laura?s proposal structure is appropriate in some sense for both UC?s generic and Eurobrand strategy, the structure can be improved in a few aspects for her inconsideration of some potential problems. For instance, the implementation of new strategy can be effective only when employees within the structure are able to work together and communicate easily. When restructured, the organization should focus on lines of communication. Besides, as division VP evolved in brand management, the hierarchy of UC will become more complex, which will result in a longer information chain; hence, Laura should make sure that hierarchical structure is clear and efficient, and that every employee feel they are evolved in the decision-making process. Reference 1. James C. Collins, Jerry I. Porras (1996). Building Your Company?s Vision. Harvard Business Review. 1. M. Pretorius (2008). When Porter?s generic strategies are not enough: complementary strategies for turnaround situations. Journal of Business Strategy. Vol. 29, No. 6, pp. 19-28. 1. Ovidiu N. Bordean, Anca I. Borza, alt (2010). The Use of Michael Porter?s Generic Strategies in the Romanian Hotel Industry. International Journal of Trade, Economics and Finance. Vol. 1, No. 2. 1. Micheal E. Porter (1979). How Competitive Forces Shape Strategy. Harvard Business Review, pp.102-117. 1. Pearce, J.A. Robinson (2009). Formulation, Implementation and Control of Competitive Strategy. 11th editon McGraw-Hill. 1. Joseph R. Cerami (2000). Research in Organizational Design: The Capacity for Innovation in Large, Complex Organizations. The Innovation Journal. 1. Jones (2010). Organizational Theory, Design and Change. 6th edition. Pearson. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Dairy Milks current marketing strategy

    Transport As Cadburys has its own distributions centre, it has developed its own transportations system. A well organised system of transport is fundamental if goods are to reach the consumer in ideal condition at the time the consumer needs them.

  2. Market analysis for Trung Nguyen Vietnamese Coffee Company's Expansion into Europe.

    It could also help to promote supply-side reforms in the EU and encourage specialization and further exploitation of the UK's comparative advantage in several sectors of the economy in the longer term.

  1. Build a Bear Workshop Global Strategy

    (Emeraldinsight, 1987) Since it is the responsibility of the franchisee to ensure all brand images, and cultural adaptation is taken care of in a correct manner, in our opinion Build-A-Bear Workshop, given an option, should have used a direct model for franchising, without opting for a master franchisee.

  2. Nestle's Infant Formula : A Challenge in Marketing Strategy.

    The main competitor, PT Sari Husada, holds 40% of the market with its product brand SGM & Vitalac, while PT Nutricia Indonesia holds 30% of the market with its brand Nutrilon & Bebelac. Exhibit 3 depicts the diagram of market share in infant formula and pricing comparison between Nestle and its two main competitors.

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    search for logistical economies and competitive strategies that produce savings Technology companies in particular have been adept at achieving levels of brand recognition through less conventional marketing approaches. Examples: America Online and Sun Microsystems Rx for Brand Awareness: Nine Brand Strengtheners 1)

  2. KFC andthe Global Fast Food Industry (703).

    Dominate attitudes and values (culture) With the on going progress of the Tricon Global Restaurants Company, Kentucky Fried Chicken will continue to grow and expand in order to fulfill the wants and needs of an ever changing society. As they expand into different countries they adapt to fit the local tastes and trends in accordance with local customs and beliefs.

  1. Marketing plan - Spotify. Overall it can be seen in Spotifys strategic position ...

    to a legal downloading model with people still being provided with 'free' music. 3.2 Internal Audit 3.2.1 Marketing organisational structure and systems Spotify appears to have a clear and precise organisational structure, and all existing employees and new employees are enthusiastic and have great belief in Spotify's values (see appendix 7.1.4.2).

  2. Dell Competitive Advantage.

    So, when Healthcare.com needed help planning a move from Novell Netware to Active Directory on Windows 2000 and migrating to Dell storage platforms, it was a natural fit to call on DTC. From a marketing perspective, Dell will capitalize on its status as an Internet poster child to build awareness and credibility for its new service capabilities.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work