United Cereal Company in Europe

Introduction Lora Brill, Europe's vice president of United Grains (UC), faced the dilemma of launching a new product called Healthy Berry Crunch as the first 'Eurobrand'. In particular, Healthy Berry Crunch is not only a new concept of healthy cereals but also a pioneer of United Cereal Eurobrand, so a misleading decision could ruin her career. This is different from the company's normal standards. On the other hand, if you make the right decision, you may raise the company to a whole new level.

United Cereal is a multilateral company founded in 1910 by Jed Thomas. The company manufactures snack foods, dairy products, drinks, frozen foods, baked goods and cereals. The grain industry accounts for one-third of total grain revenues. United Cereal emphasizes "dedication, diligence, loyalty" and makes many people work for the company. Jed wishes that his boss sticks to strong values ​​and that his faithful boss can stick to his "UC method" philosophy. In addition, the company listens to customers' voices and focuses on discovering current trends, making the market a part of its core value.

United Cereal is known as an innovator in the grain industry and has introduced a "brand management" system where brand managers demonstrate exclusive leadership. During the global expansion of Union Grain in 1952, the company ran a country manager (CM) in Europe to focus on customer satisfaction by studying changes in cultural trends. The company's philosophy is to listen to customers' voices and create products that customers want. Country managers are constantly committed to meeting the needs of customers across Europe. The breakfast cereal in Europe has few competitors, and it is a market highly resistant to recession.

United Cereal accounts for 26% of the cereal market after Kellogg. When healthy fruit tightening is about to begin, Laura Brile is the European vice president of United Cereal. This has become one of the most difficult decisions of her career. Laura hopes to promote it throughout Europe and launch this new grain as its first coordinated multi-market. The manager and the vice president are hesitant to this idea. The following problem arises from this dilemma. To reduce costs and expand market share in the European market, what kind of international strategy should United Cereal use to implement Healthy Berry Crunch Grains?

The United Cereal Eurobrand incident hosted by European multinational breakfast food company United Cereal explains the background of the launch of a new serial product "Healthy Berry Tightening". As the case progressed, this decision had a strategic and systematic impact on European Vice President Lola Brill. Particularly concerning the two important decisions she is facing in this case litigation. Should "healthy fruit tightening" be the company's first European brand and should it be launched cooperatively throughout Europe? And from the organizational point of view she should make a Eurobrand team to implement the proposed Eurobrand concept, or another more effective and effective organizational design to achieve goal-oriented marketing management is there?