United Cereal (UC) has proven to be a very successful company over the last 100 years of being in business. They have many different products, but their best and the most profitable product is their cereal. By 2010 United Cereal was a 9 billion-dollar business, but their breakfast cereals accounted for one-third of its revenues. UC is a company that has very strong values, beliefs and policies in which all their managers need to follow. UC also is a centralized international management, meaning that decision-making is controlled by a few people. This means that all important decisions need to get approved by the top managers before any action can take place. However, even though that UC is centralized, each CM (country manager) has the power
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For one, how would you address the different cultural issues in the different countries? Another issue would be, is that product safe to enter their country, based on their religious beliefs. For example, when McDonald's entered India, no one thought it could be done because they can’t eat burgers (which is arguably their biggest seller). But they found a way around that, by changing their entire menu to fit their needs and wants. Introducing a new product to a country is no simple task, and UC should do all their research before they implement a Eurobrand on their Healthy Berry …show more content…
I believe they should launch HBC because for one France has shown a large interest in healthy foods. Also, there is currently only one healthy cereal choice now in France and that is Kellogg’s Special K. With there being very little competition in this market, it could be an advantage to being a newcomer. This launch could also result in savings of around 10-15% in the overall costs in all of Europe. These savings could be very significant to UC. The launch of HBC falls in line with the company’s innovation of new products, and could also be the companies number one new product. With launching Health Berry Crunch, I don’t believe that Health Berry Crunch should become the company’s first Eurobrand and be introduced in a coordinated manner throughout Europe. I don’t believe they should have this as their first Eurobrand because as of right now there is still some uncertainty that HBC will be a hit in France. I personally believe it will, but it’s too soon to start advertising to all of Europe. This process will take a long time to get a global strategy and balancing the national differences in each country. As for the Eurobrand idea as a whole, I personally don’t think this is a good approach to take at all, at any point for UC. I believe this because UC has had strong values
For one, how would you address the different cultural issues in the different countries? Another issue would be, is that product safe to enter their country, based on their religious beliefs. For example, when McDonald's entered India, no one thought it could be done because they can’t eat burgers (which is arguably their biggest seller). But they found a way around that, by changing their entire menu to fit their needs and wants. Introducing a new product to a country is no simple task, and UC should do all their research before they implement a Eurobrand on their Healthy Berry …show more content…
I believe they should launch HBC because for one France has shown a large interest in healthy foods. Also, there is currently only one healthy cereal choice now in France and that is Kellogg’s Special K. With there being very little competition in this market, it could be an advantage to being a newcomer. This launch could also result in savings of around 10-15% in the overall costs in all of Europe. These savings could be very significant to UC. The launch of HBC falls in line with the company’s innovation of new products, and could also be the companies number one new product. With launching Health Berry Crunch, I don’t believe that Health Berry Crunch should become the company’s first Eurobrand and be introduced in a coordinated manner throughout Europe. I don’t believe they should have this as their first Eurobrand because as of right now there is still some uncertainty that HBC will be a hit in France. I personally believe it will, but it’s too soon to start advertising to all of Europe. This process will take a long time to get a global strategy and balancing the national differences in each country. As for the Eurobrand idea as a whole, I personally don’t think this is a good approach to take at all, at any point for UC. I believe this because UC has had strong values