Oreo Cookies had a fascinating dilemma to explore in 1996 when they struggled how to implement the strategy of bringing their market to China and India, (Koellmann, 2013). Kraft Foods had to strategize how to make their one-hundred-year old brand of the Oreo appealing to a new audience that did not necessarily know the value of purchasing an Oreo over competitive local cookies, (Koellmann, 2013). Where Oreo had their largest challenge was appealing to the Chinese market, thus, in 2005, Kraft decided to study the Chinese market in a better effort to understand their prospective consumer, (Koellmann, 2013). One ...
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