20%
Top 5
Ready-to-Eat players
James Milner
Division VP UK
and
Scandinavian;
Frozen Foods
Jorge Sanchez
Division VP
Southern Europe
Beverages, Juices
and Dairy
Kurt Jaegar
Division VP
Northern Europe;
Cereals, Snacks
and Baked Goods
The Eurobrand team
Apart from their current role of supervising
subsidiary by region, they were offered an
advisory role.
They were tasked with cross-market
coordination and communication of certain
products
Since the team consists of resources from R&D, purchasing & logistics,
increased cost pressures can now be addressed for Europe as whole and not
country specific
Generic strategy allowed CM to make his own market decision and was
responsible for P&L and therefore, current structure lacked consistency
Original strategy was differentiation, but current strategy made them cost
focus as SG&A cost was 25% higher than counterparts in US
Strategic Advantage to UC
Savings of 10-15% in the overall costs of all Europe, the launch of Healthy Berries Crunch
seems to meet the companys long-term strategy of streamlining the operations and
product matrix of Europe
Spot the market, make the market - the innovation in the products had been at
the core of UCs history and the launch of Healthy Berry Crunch will be in line with this
core value
Bargaining
Threat of
substitute
power High
products of customers
Porters Five
Forces for UC
in Europe
High
Competition
Bargaining
High in the
Industry
of Supplier
The Healthy Berry Crunch Project
The European Debate: Monil