Q1.

As Lora Brill, United, United Cereal’s European VP, would you authorize Jean-Luc
Michel’s request to launch of healthy berry crunch in France?
Sol- I would like to agree Jean-Luc Michel's proposal to introduce a healthy berry crunch in
France. To test the Eurobrand idea, United Cereal (UC) should utilize the Healthy Berry
Crunch cereal. UC has enough evidence to believe that the product expansion will be a
success in a variety of markets. But first, let's take a step forward. Before proceeding, France
should undertake another full-scale test market. UC's track record and great financial
outcomes demonstrate the rationality underpinning the decision guidelines for product
introduction addressing consumer research. UC's considerable advertising and marketing
spending, on the other hand, will aid the company's market share capture once it begins. We
should take efforts to guarantee that the French company is not accountable for the financial
burden of the second market test, given that the Healthy Berry Crunch will be a Eurobrand.
Another feature of United Cereal is that they are recognized for their market inventions and
releasing the HBC will help them to further establish themselves as a market pioneer. Facts
are also vital when entering the market, and looking at the percentages of HBC Blueberry
type, for example, shows that they already have a 64 percent of the people wanting to buy
this product. This is a large range with little danger. Furthermore, United Cereal achieved a
40 percent larger delivery size than expected. On the negative side, as previously indicated,
the Berry Burst Cheerios have been on the UK market and have attracted the attention of the
healthy breakfast client category. Cereal Partners is preparing to offer Berry Burst Cheerios
in France, they learned. If this allegation is accurate, it might have a negative influence on
Healthy Berry Crunch sales, and things could not go as planned because they are a larger
brand, and customers may choose Cheerios over HBC. Furthermore, if United Cereal does
not have a sound strategy in place to ensure that they are not harmed by this unanticipated
crisis, they may suffer challenges.
Q2. What do you think of Brill’s Eurobrand proposals? should she authorize the launch
of healthy berry crunch as the Eurobrand? What concerns do you have? How would
you resolve them?
Sol- For the Eurobrand idea, I recommend that subcommittees be created with representation
from each nation as well as functional business divisions (e.g., marketing, production, etc.).
Each of these subcommittees will then choose a coordinator to work with the chairmen of the
other subcommittees to coordinate cross-functional activity. The purpose of this organization
is to keep each workgroup under 10 people, ideally under five, so that they can work
effectively to get the product to market. This type, on the other hand, should only be utilized
for a short period of time. To assist streamline efforts and minimize missed chances in the
future, I propose switching to the brand management system utilized by UC's U.S. operations
(e.g. PodCaf). UC's European operations must migrate to a structure with clear lines of
accountability to guarantee that objectives are accomplished. I urge that the transition to a
brand management model be done gradually and structured in such a way that the CMs are
included to lessen opposition. This set of employees will almost probably reject any changes
to the status quo due to their historical autonomy. Brill will also need to create a diversified
brand management structure to guarantee that cultural subtexts are taken into account when
creating and marketing goods. Furthermore, if this unique concept approach works according
to plan, they may be able to improve brand recognition, giving them a competitive edge. As
the firm grows, it necessitates a transformation, which is a shift in the managers'
responsibilities throughout the world. This development will necessitate increased cross-
country contact, which will enable staff to work together as a team to establish United Cereal
in the European market. In addition, they will need to undertake significant organizational
adjustments to promote the Eurobrand. For the management structure to be able to acquaint
themselves with the various regions and cultures, UC must be more adaptable. So, to cut a
long tale short, I believe that launching Eurobrand is a wonderful idea. When implemented
collectively, these actions will help Europe become more profitable while also pushing the
area to become more adaptable and inventive.
Q3. How might United cereal implement your recommendations? What do you think of
the Eurobrand team proposal?
Sol- UC might get a variety of methods and recommendations. The first thing they should
take is to restructure the company while also taking strategic factors into account. As a result
of the failure of the European fruit juice strategy in the past, they need absolutely improve
their approach to the market. Furthermore, to have a better understanding of what we should
be delivering to consumers, the firm should have a better understanding of what they should
receive. As a result of this statement, they should obtain feedback to have a more accurate
understanding of the customer's wants. As a result, the individual implementations may be
summarized as follows: -
 Establishment of a Eurobrand team with increased responsibility to ensure successful
cross-country communication. Because everyone is in a pleasant relationship and has
a particular solid value, this type of interaction will have an impact on the company's
efficiency.
 The firm has had some setbacks in the past, but these occurrences occur for the
company to learn from its mistakes and avoid repeating them in the future. Everyone
in the organization should be aware of these failures and what the issue was with
these specific failures. (Juice product that has been frozen)
 Eurobrand is being tested in France to evaluate how it compares to Cereal Partners'
Cheerios brand. For the time being, their strategy is the Eurobrand, and if they
succeed in France, they will expand to other European nations such as Germany. Brill
also developed the concept of Eurobrand Teams, which will operate across Europe.
These teams will oversee ensuring that the brand is performing to the satisfaction of
the customers of the national subsidiary selling the product. They are determining
what type of product should be on the market, as well as marketing positions,
advertising, and other strategies to boost revenues and save expenses.
 This strategy has several advantages, including the fact that all teams are based on the
ETT, which has shown to be effective in the past. This strategy may also aid in the
most efficient use of resources through coordination and control. This approach, in
my opinion, would be extremely beneficial to the organizational structure, resulting in
significant improvements in communication and collaboration. This strategy will
benefit the firm in terms of everyone sharing the same values and feeling connected to
your company and co-workers.