Cpw and Kelloggs
Running head: CEREAL PARTNERS WORLDWIDE (CPW) CASE ANALYSIS
1
Cereal Partners Worldwide (CPW): The No. 2 world player is challenging the No. 1 – Kellogg International Marketing – Assignment 1 Candidate: Emad AbouElgheit ISM - International School of Management Doctor of Philosophy (Ph.D.)
Presented to: Professor Peter Horn 21 November 2011 Word Count: 4,326
CASE ANALYSIS - CEREAL PARTNERS WORLDWIDE (CPW)
2
Abstract The paper analyzes the case study developed in 2007 of Cereal Partners Worldwide (CPW): The No. 2 world player is challenging the No. 1 – Kellogg. Nearly 17 years after its foundation in the year 1990, Cereal Partner Worldwide or CPW is looking at its current position as the world number two breakfast cereal producer after Kellogg. Aiming to leverage both parent companies’ capabilities; General Mills and Nestlé, CPW plans to take further steps towards stronger global sales and integrated global marketing. In a saturated consumer product industry, the company aims to develop a blue ocean strategy through developing strategic core competencies and an international competitiveness in order to outperform its competitors and achieve further growth. Taking the US and Canadian markets out of the equation, the paper aims to find effective global marketing strategies that empower CPW brands performance in Europe, the Middle and Far East, Africa and Latin America. Through analyzing the macro environment conditions, market and competitive benchmarking and value chain, the paper illustrates two critical success factors for CPW; first its product R&D, innovation and diversification strategies. Second its emerging local markets responsiveness and localization of products and after sales services. In light of this analysis, the paper highlights the potentials and recommendations for CPW to unify efforts into creating core competitiveness and create a blue ocean strategy creating new demand and market space in the global arena. Keywords: Breakfast
1
Cereal Partners Worldwide (CPW): The No. 2 world player is challenging the No. 1 – Kellogg International Marketing – Assignment 1 Candidate: Emad AbouElgheit ISM - International School of Management Doctor of Philosophy (Ph.D.)
Presented to: Professor Peter Horn 21 November 2011 Word Count: 4,326
CASE ANALYSIS - CEREAL PARTNERS WORLDWIDE (CPW)
2
Abstract The paper analyzes the case study developed in 2007 of Cereal Partners Worldwide (CPW): The No. 2 world player is challenging the No. 1 – Kellogg. Nearly 17 years after its foundation in the year 1990, Cereal Partner Worldwide or CPW is looking at its current position as the world number two breakfast cereal producer after Kellogg. Aiming to leverage both parent companies’ capabilities; General Mills and Nestlé, CPW plans to take further steps towards stronger global sales and integrated global marketing. In a saturated consumer product industry, the company aims to develop a blue ocean strategy through developing strategic core competencies and an international competitiveness in order to outperform its competitors and achieve further growth. Taking the US and Canadian markets out of the equation, the paper aims to find effective global marketing strategies that empower CPW brands performance in Europe, the Middle and Far East, Africa and Latin America. Through analyzing the macro environment conditions, market and competitive benchmarking and value chain, the paper illustrates two critical success factors for CPW; first its product R&D, innovation and diversification strategies. Second its emerging local markets responsiveness and localization of products and after sales services. In light of this analysis, the paper highlights the potentials and recommendations for CPW to unify efforts into creating core competitiveness and create a blue ocean strategy creating new demand and market space in the global arena. Keywords: Breakfast