The food and drinks consist of probiotic products such as Yakult, juices, and lactic drinks. The pharmaceuticals consist of supplementary drugs such as cancer chemotherapeutic ageing drug ‘Elplat’, “anti-emetic sinseron” and ‘activated folic acid’ which together strengthen “oncology business”. Yakult Honsha is currently planning to expand into the treatment of tumors
Why product diversitfication is not implemented in thailand???
SWOT Analysis & TOWS Matrix Awesome Possom
Company Profile Yakult Honsha was originally founded in 1955, by Minoru Shirota. Portfolio food and drink Beverages Pharmaceuticals ‘others’-cosmetics. Today Yakult is sold in over 32 countries worldwide
MAXI-MAXI STRATEGY S2 + O1: Launch a low-sugar version of Yakult S1 + O2: Expand distribution channels to convenience stores and hyper markets
MAXI-MINI STRATEGY S1 + T1: Launch a low-sugar version of Yakult S1 + S2 + T2: Strategic partnership with Tipco’s Squeeze S1 + T1: Six pack bundles. 6+1 Week Pack
MINI-MAXI STRATEGY W3 + O2: Expand distribution channels to convenience stores and hyper markets W1 + O1 Herbal value added flavors
MINI-MINI STRATEGY W1 + W2 + T2: Strategic partnership with Tipco’s Squeeze W3 + T1 Penetrate convenience store market to decrease competition
Atkinson Shriffin Model (ref. consumer behavior) Vertical Expansion Variety of flavors and a healthier version of Yakult (Yakult Lite) from convenience stores Repeated brand awareness Repeating purchases Exposure
5102640843 Pimpann P. 5202640024 Amornrat S. 5202640776 Panu S. 5202640826 Pat A. 5202641253 Thananthorn L. 5202641519 Yotsawat C. 530264 Lloyd S. 5302940027 Pimpanga C.
References Information of Yakult Company’s profile http://www.yakult.co.jp/english/top.html http://www.yakult.co.jp/english/htm/index02.html Annual Report 2010 http://www.yakult.co.jp/english/pdf/ar2010_english.pdf Information of Betagen http://www.betagen.co.th/web/products/?lang=en Information of Dutchmill http://www.dutchmill.co.th/p_delight_index.asp Information of Activia http://www.activia.co.th/en/deliciouse.php Information of Meiji http://www.cpmeiji.com/หนาแรก/tabid/37/Default.aspx Information of fermented milk analysis http://www.gotomanager.com/news/details.aspx?id=55277 Information of fermented milk market share http://www.gotomanager.com/news/details.aspx?id=50028 http://www.oknation.net/blog/print.php?id=474097 Increase in hypermarkets and convenience stores http://www.positioningmag.com/magazine/details.aspx?id=91044&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+PositioningMagazine+%28Positioning+Magazine%29
Resource Portfolio High - Originality/ Brand story - Distribution uniqueness
High brand awareness
- Reputation in health benefits - Limited choice of flavors - Limited distribution channel Crown Jewels Resources that help differentiate in ways of value to customers Achilles' Heels Resources that differentiate the competition in ways important to customers Importance of resource in creating value for customers Inferior Superior Black Holes Potentially costly resources where we have an advantage but that don’t create value for customers Sleepers Resources that are less important today – but be wary in case they become important tomorrow - Expired Patents of lactobacillus - Production Capacity Low Resource strength relative to competitors
PESTEL Model Political Low government intervention Legal Economic Growing number of convenience stores