FIORELLA CASTILLO
FEBRUARY 9, 2015
UNITED CEREAL CASE
The Launch in France should be authorized, France has a convenient environment, 2 out of
3 households consume cereals at breakfast in France, and the capital consumption is
around the 2hp per year. Blueberries are antioxidants fruits, so bring benefits to the health.
UC has fewer competitors on this type of market, so it is the right time to get in to France
and gain valuable market share. Michel seems to know well his country and its breakfast
cereal market. More than 64% of the population asked, will repurchase it.
From my own perspective Healthy Berry Crunch should become UC’s first Eurobrand.
Launch new European product creates dynamics of cost reduction and economies of
scales. According to Jaeger, Consumer tastes are converging, old cultural habits are
disappearing, and EU regulation of labeling, and advertising, and general marketing
practices is eroding market differences. Even though Italy and Spain cannot launch the
product, the most convenient for UC is to make Healthy Berry Crunch the first UC’s first
Eurobrand.
The current organization structure that UC has is most appropriate, led by a country
Manager who decides how to run the business in the country, and three regional presidents
who coordinate the country managers. The positive effects are that the country manager
maximize the profit in their country, and has a strong penetration in the market.