期刊名称：Journal of Case Research in Business and Economics
印刷版ISSN：1941-3378
出版年度：2009
卷号：1
出版社：Academic and Business Research Institute
摘要：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.
关键词：Healthy foods; cereals; marketing; strategic planning; alliance building; marketing; healthy food campaigns; public relations; human resource planning.
