Publication Type
Magazine Article
Version
publishedVersion
Publication Date
5-2014
Abstract
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."
Keywords
Oreo, biscuits, food industry, China, brand, marketing
Discipline
Asian Studies | Marketing | Strategic Management Policy
Research Areas
Marketing
Publication
Asian Management Insights
Volume
1
Issue
1
First Page
44
Last Page
48
ISSN
2315-4284
Publisher
Singapore Management University
Citation
REDDY, Srinivas K..
An Oreo with Chinese characteristics. (2014). Asian Management Insights. 1, (1), 44-48.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4992
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://cmp.smu.edu.sg/ami/