In: Business and Management

Submitted By lariza993
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“United Cereal: Lora Brill’s Eurobrand Challenge“
The case is focusing on European division of a giant multinational breakfast food company, which describes a launch decision for a new cereal product. United Cereal (UC) was established in 1910 by Jed Thomas. It was known in the industry, eventually diversified into snack foods, dairy products. Breakfast cereal market was a potential market and there were several major competitors. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry. UC entered European market in 1952 by acquiring an English baked goods company, and then growing it by introducing products from the U.S. line. By 2009, Europe accounted for 20% of UC’s worldwide sales. But at the same time, European market was becoming a complex market to handle. The market varied to a great extent in each of these countries. There were a variety of breakfast traditions and national tastes that differed from each other. So Lora Brill pursue an idea which she referred to as the “Eurobrand” concept that could be adapted for product marketing. Crunch in other European markets with the Eurobrand approach, continuing with Germany and Benelux, as those countries are also in favor of Healthy Berry Crunch. Lora Brill faces a challenge in launching a new product for the European market.
Pros of the French Market with Healthy Berry Crunch
Healthy Berry Crunch began for Lora, to begin her Eurobrand strategy starting with France where market research had begun under the UC’s principles of centering decisions on the customer’s wants and needs. Not to mention that we are now in an era where everything is about being organic and green. France made about 21% of the total sales realized in Europe by UC. Clearly, the mass launch of this cereal should be centered in this market due to its importance and somewhat…...

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