Uc Cereal Essay

273 Words2 Pages
United Cereal Case Eurobrand Launch: United Cereal Case Eurobrand Launch Abby Gehlhausen, Jianhan Wang, Gunhee Yae & Joe Mattingly McKinsey’s 7S Framework: McKinsey’s 7S Framework Strategy Structure Shared Values Current UC Strategy: Current UC Strategy Customer-Centric Decisions “See us coming a mile away, but bet the farm ” Brand Equity Eurobrand Strategy: Eurobrand Strategy Homogenization of product offerings Reduction in Marketing costs Smaller focus groups Strategic Information: Strategic Information Small scale tests vs. Larger launches Costs savings vs. F ailed launch costs Are taste differences truly eroding? Initial pricing strategy Advertising initiatives L ong term ads are 60% more likely to work than short term sales promotions. Current UC Structure : Current UC Structure Brand Manager currently only oversees one product Country Managers have authority over individual country To launch a new product approval of many is needed Country Manager’s follow United Cereal’s structure Eurobrand Structure: Eurobrand Structure Centralized Leadership Dilutes responsibility from Country Managers Eurobrand Teams Information for Structure: Information for Structure Comfort with o rganizational changes Reduction of Brand Equity? Smaller Share of Market? Did the product concept complete the new product development stages? i.e. test markets Making the advertisements UC’s Current Shared Values: UC’s Current S hared V alues Conservative Culture Heavy Investment in R&D Long Authorization Channels Eurobrand Shared Values : Eurobrand Shared Values Likely to become more aggressive as a result of Eurobrand Initiative Less Research and Delays Potential loss of the UC way, which is “Listen to the customer” Importance of Eurobrand’s Shared Values : Importance of Eurobrand’s Shared Values Can United Cereal maintain their customer

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