United Cereal Case Essay

11255 Words46 Pages
1 1 Introductory reflection The United Cereal Eurobrand case, set within the European organization of the giant multinational breakfast foods company United Cereal, portrays the background of a launch decision for a new cereal product, the ‘Healthy Berry Crunch’. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European Vice President. The case focuses especially on two central decisions confronting her: Should ‘Healthy Berry Crunch’ become the company's first Eurobrand and be introduced in a coordinated manner Europewide? And, from an organizational perspective, should she create Eurobrand teams to implement her proposed Eurobrand concept or are there other more…show more content…
A core purpose, as the second part of a core ideology, is the organization’s reason for existence and reflects people’s idealistic motivations to work for an enterprise. It describes more the basis of existence of an organization than a specific target. 1 2 see O’Brien/Meadows (1998) see Lipton (1996) United Cereal: company structure and strategies 3 David Packed, one of HP’s founders, assumed that the deeper and real reason for existence of companies is not just to make money, but to get people together to accomplish something they cannot accomplish separately in making contribution to society, as a fundamental matter. As declared in UC’s vision ‘We accompany you to embrace every delicious and hopeful morning’, UC aims to improve the living standard of people by providing delicious and quality food and sharing the joy, hope and happiness with them. An envisioned future is a long-term (20-30 years) goal including vibrant descriptions of how to achieve it. It requires thinking beyond the current situation and is fully future-oriented. To create an effective envisioned future a certain level of unreasonable confidence and commitment is required. UC aims to become the leader and winner of the food industry through constant innovation and progress
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