WHEATIES: REINVIGORATING AN ICONIC BRAND Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

WHEATIES: REINVIGORATING AN ICONIC BRAND Case Solution

Introduction:

The analysis of the operations; market trends and business priorities of the management of the company will assist to identify the strengths along with future growth opportunities and ways of sustaining the growth and market share of the company in the markets where it operates.

The complete and comprehensive analysis of the case study will also assist the management of the company to better understand the nature of risks and challenges that might hamper the growth and revenues of the company in the long term.Therefore, it will greatly assist the management of the company in countering these issues and challenges in order to safeguard the interests of the business.

Wheaties background:

The history of Wheaties is quite special and extra-ordinary along with prosperous growth in the demand and liking of the people in the markets it has traditionally being offered and operated by the company. It is extra-ordinary in the sense that Wheaties was developed accidentally in the early 1920s by a clinician in Minnesota when he accidently baked wheat bran mixture. The clinician worked for the Washburn- Crosby Company which later became the GMI (General Mills Inc.).

It took the management and the founders of the product roughly two years and more than 30 improvement processes to further standardize and perfect this newly discovered product of the company. The product was initially named “Washburn’s Gold Medal Whole Wheat Flakes” by the management of the company however; the name was changed to Wheaties by the management of the company after an employee contest that was arranged to generate ideas for an attractive name of the product from the employees.

Question 1: Why has Wheaties been so successful in the past and what key factors changed that success by the mid-2000s?

Answer:

The Wheaties brand of the company has historically been one of the most dominant brands in the breakfast cereal industry of the country and this success of the brand of the company can be associated to numerous reasons from multiple dimensions however, the most crucial and critical contributor in this success and expansion in the markets where the business operates has been solely due to excellent strategic thinking and policies of the management of the company. Although the brand today is well established in the market however; its market share and revenues have been on a decline pattern recently due to sales outputs in terms of sales and other reasons. Some of the most critical success factors of the past performances of the company along with negative factors that are declining the margins and market share of the company are discussed below.

Success factors of the past performances of the company:

Aggressive marketing and advertisement:

The management of the company has aggressively initiated marketing and advertisement campaigns historically and this has yielded massive rewards for the company in terms of revenues and margins. The management of the organization hired some of the most popular and renowned marketing and advertisement agencies during that time, which developed statements and slogans that went on to be the greatest marketing slogans of the century. These statements and the impressive packaging of the product did wonders for the company in terms of marketing and advertisement. It assisted management of the company immensely to generate positive brand reputation and image among the customers in the target market and in successfully penetrating these markets...................

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