30 October 2012
United Cereal: Lora Brill's Eurobrand Challenge
In my opinion, Lora Bill should authorize Michel's request to lunch Healthy Berry Crunch in France. My decision was based on the following reasons:
a) A 64% intention to repurchase of the healthy Berry Cruncy is very promising taking into consideration that will be a new product implementation.
b) "Although Kellogg's Special K with Strawberries had been launched in France in 2006, to date it was alone in this new segment" (Case). Besides the fact that the company would not be the first in the market lunching this type of product, still competitive advantage could be obtained because this would be the second product of that type lunched in the market.
c) The PodCafé debacle case is another indicator that the company should move fast in order to gain competitive advantage. The company should learn from their past mistakes because that is part of their company culture.
d) Lunching the product in France would permit maintain the organizational structure as it is and would also be in line with the innovation culture the company has.