When it comes to Mondelez they have implemented a a worldwide marketing plan for their "power brands" brand like Oreo and Belvita. This plan is going to provide increase for the investment that that will make it bigger in the biscuit section of the company. Their biscuits contribute a large portion of the worldwide sales for Mondelez. They want to emphasize more local control and become faster when it comes to innovation. They want their products specifically the biscuits that they product with Triscuits, and Ritz to be less micromanaged in certain countries, but want it to be more micromanaged in the region. The reason being is that focusing more on the local level the believe that hitting certain marketing groups and putting more investment towards getting the name of not only the biscuits but, the other brands that Mondelez has. Since Mondelez, has created one of the biggest snack companies in world they believe the The products will sell themselves like, Chips Ahoy, Oreo, and Ritz. The new chairman Van de Put said "Fine-tuning the role these brands play in our portfolio offers major opportunity. At the same time, the consumer snacking behavior is complex and changing. We need to be fully attuned to where consumers are, where they shop, what they buy, when they buy and when they snack"(According to"Mondelez'S New Strategy Emphasizes Local Control, Faster Innovation"(2018). So the you can see they have a point of emphasize about seeing what the consumers buying and snacking habits are.

I believe that this is a smart decision. What are your thoughts?