The Oreo in China: Time to get it right or to get out

• Main Authors: REDDY, Srinivas K., SPROULE, Kevin W.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Product Innovation; Global Product Strategy; Brand Management; Business in China; Multinational Companies; Oreo; Kraft; China; Advertising and Promotion Management; Business Administration, Management, and Operations; Business and Corporate Communications; International Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/27; https://cmp.smu.edu.sg/case/3111
• Institution: Singapore Management University

In late 2005 as Shawn Warren, the head of biscuits at Kraft for Asia Pacific, surveys the China market for Oreos he knew he had to make changes and fast. The company’s flagship brand was falling far short of expectations in the world’s most populous country. This meant that the turnaround had to be...