Oreo 1.7

Oreo Marketing planning and forecasting sales potential

I will use break down approach (based on market potential and general economic data) to estimate sales potential. First of all, the market size of packaged food in the Netherlands (only sweet snacks) has a downward trend. As you can see from the Euromonitor table in 2013 the market size was almost 800-million-euro while in 2015 it was just under 770 million. In comparing with other countries, of course, it is not that big market, moreover, Oreo is not a market leader in the Netherlands, even more, the competition rate is very high on this market. In addition, Oreo is expensive cookies while people in the Netherlands very sensitive to price and the price might influence their decision.

(Euromonitor, 2016)

To improve the current situation, I recommend for Oreo to write a marketing plan for the Dutch market. Because Oreo is a market leader in biggest markets in the world (USA, India, etc.) for them it might not be a problem to become a market leader if they will aim it. However, I don’t recommend to put a lot of affords for it and the main reason is because it is a very small market. If for example, Oreo will give some top managers from India or the USA it might damage their position at a few times bigger markets. However, if Oreo has an opportunity to create a high-quality marketing plan without damaging themselves I recommend to cover this aspect:

-        Flavor which Dutch people like more

-        Investigate age of perfect customer

-        Price which Dutch people ready to pay for the cookies

For forecasting, I will recommend using Survey method because it’s cheap, and at the same time demonstrate high representatives. However, Survey has Inflexible design and it is possible inappropriateness of questions.

References

Euromonitor. (2016, December 23). Statistics. Retrieved from Euromonitor: http://www.portal.euromonitor.com.saxion.idm.oclc.org/portal/statistics/tab