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mymuesli: New Markets for Customized Breakfast Cereal
內容大綱
In 2017, the German company mymuesli GmbH (mymuesli) was operating in six European countries. Having begun to successfully distribute its customizable organic breakfast cereals online, mymuesli built on its growing popularity by opening stores in various cities across Germany, Austria, Switzerland, the Netherlands, and Sweden, where the most popular versions of the product were sold. The relatively young company differentiated itself with its customizable, premium organic products, and relied on its strengths to adapt to lifestyle and health trends. After a conversation in early 2017 with fellow hotel guests hailing from different European countries, the three founders of mymuesli were convinced that entering new countries might be a promising option for the company’s future growth. They began to analyze the maturing industry and its impacts on the company's growth plans.
學習目標
This case is ideal for undergraduate or graduate courses in strategy, management, marketing, and international business to discuss; industry analysis, strengths, weaknesses, opportunities, and threats (SWOT) analysis, and, specifically, market selection. It provides a hands-on example for students on how to use quantitative criteria (e.g., breakfast cereal consumption per capita and population) and non-quantitative criteria (e.g., ease of doing business) to create a short list of potential new markets for a company to enter. After completing the case, students should be able to do the following:<br><ul><li>Conduct an industry analysis (using Porter’s Five Forces, the Herfindahl-Hirschman Index, and the Industry Life Cycle).</li><li>Conduct a SWOT analysis.</li><li>Conduct a global market search by using a rigorous three-step (criteria selection, rating, weighting) approach.</li><li>Evaluate the advantages and disadvantages of online versus offline distribution.</li></ul>