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Levendary Cafe Briefcase

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| United Cereal | HBC product launch in France | | Edwin Alejandro De La Cruz Bonilla | 10/10/2014 |
Professor: Ricardo Castellanos Curiel
Professor: Ricardo Castellanos Curiel

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Contents United Cereal: “The UC Way” 2 Rising Cereal Market 2 Going Global: Entering European Markets 3 Competing in a Tough Market 3 Implementing European Technical Teams 4 A New Lifestyle: Eating Healthy 4 Launching the Product in France 5 Coordinating Europe 5 Green Flag? 6 Flexibility among the UC Way 7 Exhibit 1 UC’s Shipment in Stock Taking Units 8 Exhibit 2 Intent to Repurchase Healthy Berry Crunch Cereal in France 9 Exhibit 3 UC’s 2009 Sales and SG&A Expense 10

United Cereal: “The UC Way”
United Cereal was established in 1910 by Jed Thomas, the company’s first product was a packaged mix of cracked wheat, rolled oats and malt flakes that Thomas sold in his grocery store. UC eventually diversified into snack foods, dairy products, drinks and beverages, frozen foods and baked goods. By 2010 it was a $9 billion business but breakfast cereal still accounted for one-third of the company’s revenue. UC’s growth was mostly due because of Thomas’s strong set of values: “commitment, diligence and loyalty”. This resulted in many people attracted to the company because of its capability for them to build a career, and it promoted managers from within.
The company held a strong commitment named “The UC Way, “a set of time-tested policies, processes and practices embedded in iconic company phrases. For example: “Listen to the customer”, “Spot the trend, make the market” and “Honoring the past while embracing the future”.
United Cereal’s R&D labs had secured more product and process patents than any other competitor because the company had earned a reputation of innovator. The company had also pioneered the “brand management” system in

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