3. What kind of competitive intelligence would you recommend CPW to collect about Kellogg in order to be better in challenging the no. 1 position? On a lovely spring morning in 2017, while giving his kids some ‘Shredded Wheat’, the CEO of Cereal Partners Worldwide S.A. (CPW), Carol Smith, thinks about how CPW might expand international sales and/or capture further market shares in the saturated breakfast cereals market. Right now, CPW is the No. 2 in the world market for breakfast cereals, but it is a tough competition, primarily with the Kellogg Company, which is the world market leader. Perhaps there are other ways of gaining new sales in this competitive market? Carol has just read the business best-seller Blue Ocean Strategy and she is fascinated by the thought of moving competition in the cereals breakfast market from the red to the blue ocean.

The question is: how?