United Cereal Essay

United Cereal was founded in 1910 by Jed Thomas. Thomas developed his first cereal product of a cracked wheat, rolled oats, and malt flakes and started promoting and selling his product in his own grocery store located in Kalamazoo, Michigan. For the last 100 years, United Cereal has been known as a diversified industry that provide a different variety of snack foods, dairy product, beverages, drinks, baked goods, and frozen foods. According to Harvard Business School during 2010 United Cereal had a profit of $9 billion business, but their product breakfast cereal represent to the one third of its revenues and profits.

During his year as the CEO, Thomas decided to build a strong foundation in the culture of the organization. He wants his

United Cereal decide to develop a product that contains fruit;s moisture, but unfortunately, it was problematic to a perceive the crispness and the shelf life of the product. Instead, United Cereal opt to use organic blueberries and one of the product extension of the Healthy Crunch cereal. The result of the Health Crunch wasn’t favorable, they haven’t experience any growth in the last couple years. The french Country manager Luc, believe that this new launch could help the the brand to position it better. After all this issues, Brill was challenge to launch the Europebrand. As a Lora Brill, I will analyzed the pros and cons of launching the Healthy Crunch in France. Based on the research that United Cereal conduct, we know that the consumer in this case baby boomers are adopting a new life style of more organic and healthier. Furthermore, the launch of the Healthy Crunk will help to reduce the cos f product developing and marketing operations by 10% to 15%( Quote). In the oder hand, we have the cons. Standardize each product to the local market is very pricy . The amount of money need to launch this product in France will be extremely pricy. Additionally, the reduction of the personal is another negative aspect of this new predate launch Based on the fact, I would say it s risky to launch the product, but in business something managers have

If Brill decide to launch the new product as a Eurobrand will be a tremendous loss for United Cereal. In my opinion, If this new product wants to be successful in the European market, they need to test the new product in all Europe before the big launch to see if all countries or local cities will react the same. Furthermore, we know that United Cereal subsidiaries are in the process of recovering from the great recession and in the long run this could create complications for the Eurobrands to achieve their strategy. If United Cereal decide to launch the new product, It will create a strong market penetration presences, If they are successful. Additionally, I think that her proposal will bring managers together and will hence the communication between them. Brill’s proposal mentioned that managers will have more responsibilities, therefore, they are force to communicate and interact among different cities in Europe. I believe the result of this communication could bring the personnel and the company together and establish a strong level of communication in the European entity. My concerns about Brill’s proposal concern Kalamzoo office, because they believe they are rushing the launching the product by shortcutting the product and market research that during the decades has assure the company success. Another concern that I