United Cereal Case StudyEssay Preview: United Cereal Case StudyReport this essayUnited Cereal Case Studyproducts can be differentiated in the quality of the product and services offered by the company in Europe. The country managers are meant to work closely with their local team to determine their unique product which would be developed by Brill, her Directors, and the VPs. Brill should define her European employees job and make everybody work together as a team. Creating a new team will not form Eurobrand strategy but working together as a team and staying true to United Cereals vision. The Healthy Berry Crunch is yet to be introduced to the market and has not been accepted by the consumers, its success in the market cannot be determined since its a new product. According to United Cereals Europe strategy and organization, subsidiaries where established in different countries to be led by a country manager CM; however, the role of the subsidiaries and country managers is to solve the problem in the European market, which is to identify the major differences in the market segmented by the culture, economics environment, and country (Bartlett and Carlson). Brill should be worried about the consumers and how to improve UCs competitive advantage in Europe.
Looking at the market structure for the new product according to Jean-Luc Michel, thier is an existing market demand for the product and Brill should be more concerned on how to satisfy consumers. Launching Healthy Berry Crunch as a Eurobrand will involve a huge cost which will serve as taking risk considering the logistics and finances that would be involved, it will be better if the product is launched in France to serve as a model for United Cereal in other to launch the product in other European countries. By placing me in Brills position, the product would be launched initially in France, based on the outcome, strategic decision would be made and the product will be launched in other European countries according to differences in the European market.
Considering the failure of the previous launch of Eurobrand products; they were not successful because it was not a collective decision, the brands were not fully supported by managers. The Eurobrand will affect the responsibilities of the country managers; they will be irrelevant in terms of making decisions relating to their environment since Brill wants to create a new team for the Eurobrand. On the other hand, Eurobrand will help the company meet up to their competitive challenges as an organization but for it to be successful, country managers must be assured that their contributions will be useful in product development. Kellogg has already gained the first mover advantage in the new product, they own the bigger share of the cereal market; however, for United Cereal to also take advantage of the second mover advantage, the company should deploy actions as fast as possible. Making Health Berry Crunch a Eurobrand will need more time
Kellogg’s announcement has received great feedback and the company is very interested in the feedback. The European Council has already expressed dissatisfaction with the lack of action taken in Brussels, a decision that has not gone well. However, the German Chancellor has given his full support to the European Council and the German Government will be pushing for European agencies to follow the example of United Cereal and continue to strengthen the relationships developed with Brand Alliance.
The European Commission and the European Food Safety Authority (EFSA) had been a little sceptical of Kellogg’s in their decision to launch American wheat products, not least due to the fact that a national brand and its products are not the same product. At the start, they held that, without a national brand, each brand would not attract and benefit from the European market, while as a result of this, Kellogg’s became more competitive and had to adjust to a new brand. However, following a period of review, the European Commission’s decision was in direct contradiction with the European approach on the matter.
In the event, some international media organisations raised a question in relation to the decision and found some elements of the situation in the EU. They believe that, with more than half of the world’s population living in industrialized or high-tech environments where wheat is grown and processed, it is clear that international companies need to adapt to the changing market dynamics. Moreover, if Europe continues to see significant delays in its wheat supply management for its European markets, such an approach might be seen as a step backwards towards the European food safety standards of the International Federation for Grain Quality.
The reasons that the EU did not adopt this approach to the issue of the food safety and quality of the food at home has often been ignored and sometimes by European media outlets. In the case of Kellogg’s, the decision by German President Joachim Gauck and Secretary of State and Health, Dr Werner Schulz, was an important step in that direction. One possible reason may be the fact that the agreement by the European Union Government to raise awareness of the issues and implement the actions taken by the European Council with regard to the sale of German-made wheat products, has been blocked by the German government.
Nevertheless, the decision should be seen to be a welcome step which will improve cooperation on the food safety regulation that has been under way for some time now. A very important step would be that the European Commission should help the German Government do the same. For example, the European Federation’s action was taken to enhance interoperability between the European Council agencies and the Food Safety Agency, but we need to know more about the scope of the problems and the impact of existing EU regulations. As a result of the European Commission, the German government should be able to provide feedback about the issue of their food safety in the interests of the EU environment and the food safety community, instead of trying to convince the consumers of the lack of food safety in Europe.
The European Council will now have to determine how to resolve any concerns and concerns which it may have regarding the food safety and quality of the food being sold in the EU and its markets, and the consequences for the consumers. Some of the actions agreed will also require a change in how foods sold in the EU are labelled, which will be important if the market for European wheat is to grow and sell at an expected rate.
As regards the food safety and quality of the food, the new policy is clearly the first step towards ensuring that the quality and quantity of the food is guaranteed as part of the European Union’s food safety system. In this respect, the new national food safety policy is highly positive for the food system. These measures must be implemented in a way which enables food producers to better cope with the risks and obstacles that they face as