Marketing Plan for Oreo Cookies in Poland

TABLE OF CONTENT

Executive Summary 4

Business Mission 4

External Marketing Audit 5

Macro-environment - PEST Analysis 5 The Market 6 Competition for Oreo in the Polish market 7

Internal Marketing Audit 8

Operating Results 8 Strategic Issue Analysis 8 Marketing Mix Effectiveness – 4 P’s 9

SWOT Analysis OREO 10

Marketing Objectives 11

Strategic Thrust 11 Strategic Objectives 11

Core Strategy 12

Target Markets 12 Competitor Targets 12 Competitive Advantage 12

Marketing Mix Decisions for Poland 13

Product 13 Promotion 13 Price 13 Place 13

Budget 14

Sales and breakeven 14 Promotion expenditure 14

Organisation 14

Implementation 15

Marketing control 15

Action plan (see excel) 15 Reviews 15

Bibliography 16

Executive Summary

This report is the marketing plan for the proposed market development of Oreo brand to Poland. The purpose of the plan is to analysis the feasibility and profitability of introducing Oreo brand to Poland market.
Oreo brand is one of our leading brands and it constitutes a substantial part of our revenue in the previous years. Oreo is the biggest selling cookies in china in 2006 and it sales reach $1 billion in US in six months.
Oreo is a sweet, creamy chocolate with moderate amount of calories and also serve as complementary products. Well packaged and easy to unwrap.
We want to extend the product to every home in Poland and our target will be; consumers enjoying Oreo as indulgence, the health and wellness conscious people and the busy customers that needs fast food.
In order to grow at a rate that is feasible, considering our strengths and weakness and the prospect Poland market which has few foreign producer presently, we plan to gain 5% market share with