The paper reports on the European cereal industry describing its market background, identifying the features of an average euroconsumer, examining the barriers to the formation of Joint Ventures in European breakfast cereals and conducting a case study of the strategies of Kelloggs (Cereal Partners) and Nestlé (General Mills). Kelloggs' brands are analyzed with respect to their advertising campaigns, representation in the children's market, products' characteristics, etc.
The paper presents a case study of the UK ice cream market conducting analysis of its situation during the late twentieth century along the lines of the PEST model. Porter's five forces analysis of the UK ice cream industry is performed highlighting the key opportunities and threats in the industry. Examples of "strategic marketing decisions" taken by various market players are identified outlining strategic options for the leading market players, i.e. Unilever, Mars and Nestle. The current trends and competitive landscape of the UK ice cream market are discussed.
The paper examines the external environment of the furniture industry within the European Union market offering an overview of the industry in the past and at present, and offering strategic analysis of IKEA within the frameworks of Porter's Five Forces and PEST models.
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