In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."
Oreo, biscuits, food industry, China, brand, marketing
Asian Studies | Marketing | Strategic Management Policy
Asian Management Insights
Singapore Management University
REDDY, Srinivas K..
An Oreo with Chinese characteristics. (2014). Asian Management Insights. 1, (1), 44-48. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/4992
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