Case Analysis

UNITED CEREAL:

LORA BRILL’S EUROBRAND CHALLENGES

Executive Issue Identification

Summary
•Brand Expansion

•French Fruit Based Cereal

•Health conscious adult segment

•Long run organizational structure

•Major differences between European market

 External Environment
Analysis and
Evaluation
 Internal Environment-
Analysis and SWOT Analysis
Evaluation
 Strength: The UC’s Way – The set
of time-tested policies, process
and practices.
  Weakness:
Analysis and
1. UC employes a think-global, act-
Evaluation
local(TAGL) strategy in Europe.
2. Local customization.
3. TGAL strategies hold off UC’s
innovation method.
 Opportunities
Analysis and
Evaluation
Shift in customer’s preferences.
Extension on fruit based cereals
Less competitors on extension
sector.
Adding more flavours as
european market vastly varies.
 Threats
Analysis and Competitors gaining share
Evaluation
through UC’s own invention.
Solutions