Famous Amos

1. Executive Summary Famous Amos is one of the most recognizable cookie brands in the world and its products are positioned as premium quality. Initiated by Wally Amos in 1975, the brand currently belongs to the Kellogg Company and is available in most parts of the world. However, it remains alien to China and this report is dedicated to Famous Amos’ entry into Shanghai. Its products include bite-sized chocolate cookies, sandwiched cookies and muffins that come in various flavors. Apart from that, it offers customized wrapping services at its specialty stores. Parallel with the goals of its parent company, Famous Amos is focused on achieving sustainable growth through the expansion of its operations. It was identified that Famous Amos practices the differentiation, market penetration and market development strategies. To enter the market, it can select to either export its products or entry through acquisition.

Shanghai, as one of the largest metropolitan, serves as the heart of finance and economic activities of China. With a large population and rising income level, it provides many opportunities for Famous Amos to grow its business. Not only is Shanghai culturally and socially diversified, its people are also early adopters and are open to western cultures. Its strong currency and steady stock market performance indicates economic strength which add to its attractiveness. The drawbacks are that its political conditions are slightly instable due to the ongoing process of reformation and its legal structure is still developing.

An analysis on competition level in Shanghai revealed that its main competitors will be Kraft, Mars and Cadbury. Besides that, Famous Amos also faces a threat from Hershey’s should it enters the market. The SWOT analysis was also included to highlight the strength and weaknesses of the brand along with the opportunities and threats poses by the external environment. Listed marketing objectives for the first year mainly revolve

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