HCBE Faculty Articles

Title

Rebranding Ethereal Cereals: Responding To Healthy Diet Campaigns through Strategic Planning, Partnering, and Human Relations

Document Type

Article

Publication Date

1-1-2009

Publication Title

Journal of Case Research in Business and Economics

ISSN or ISBN

1941-3378

Volume

1

Issue/Number

1

First Page

1

Last Page

10

Abstract/Excerpt

The primary subject matter of this scenario is concerning marketing strategy formulation and execution as a response to the external environment of a cereal company. Focus is on the implications of potential threat and damage that healthy news campaigns may afflict on cereal manufacturing companies. Secondary subject matter includes issues of importance of market surveillance and consumer segmentation. Other issues include human resources and the importance of building strategic alliances in order to continue to compete in competitive market such as the cereal market. The case can be used to identify basic marketing concepts while at the same time witness the workings in the marketing division of a major company. The case can also be used to stimulate group discussions by critiquing whether the actions of the protagonist were of best interest to the company, and also evaluation of how the ideas presented in the case will affect the cereal company in the long and short run. This case can be used as a learning tool for reflections in a formal classroom or boardroom.

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