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Yakult Swot And Tows Final

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  • 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???
  • Transcript

    • 1. SWOT Analysis &
      TOWS Matrix
      Awesome Possom
    • 2. 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
    • 3. Consumer insights (VTR)
    • 4. Survey results
    • 5. Agenda
      Internal Analysis
      External
      Analysis
      TOWS matrix
    • 6.
    • 7.
    • 8.
    • 9.
    • 10. MAXI-MAXI STRATEGY
      S2 + O1:
      Launch a low-sugar version of Yakult
      S1 + O2:
      Expand distribution channels to convenience stores and hyper markets
    • 11. 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
    • 12. MINI-MAXI STRATEGY
      W3 + O2:
      Expand distribution channels to convenience stores and hyper markets
      W1 + O1
      Herbal value added flavors
    • 13. MINI-MINI STRATEGY
      W1 + W2 + T2: Strategic partnership with Tipco’s Squeeze
      W3 + T1
      Penetrate convenience store market to decrease competition
    • 14. 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
    • 15. 5102640843 Pimpann P.
      5202640024 Amornrat S.
      5202640776 Panu S.
      5202640826 Pat A.
      5202641253 Thananthorn L.
      5202641519 Yotsawat C.
      530264 Lloyd S.
      5302940027 Pimpanga C.
    • 16. 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
    • 17. Back-up Slides
    • 18. Yakult 32 countries
    • 19. BCG Matrix
      Others (e.g. cosmetics)
    • 20. BCG reference
    • 21. Internal Resource
    • 22. 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
    • 23. PESTEL Model
      Political
      Low government intervention
      Legal
      Economic
      Growing number of convenience stores
      • Increase in health awareness
      • 24. Growing number of elders
      Social
      Environmental
      New use of Lactobacillus with beans
      Technological
      Degradable Packaging
      • Consumer Protection Act.
      • 25. Employment Act.
    • Five Force Model
    • 26. Competitor Analysis
      1Reference: Siam Thurakij No.931 17-09-2008
    • 27. High Price
      Cheating brand Premium brand
      Awful brand Sincere brand
      Low Quality
      High Quality
      Low Price
    • 28. Marketing strategy comparisons
    • 29.
    • 30. Additional information
    • 31. R and D
    • 32. Eco Vision
    • 33. The future of Yakult
    • 34. Company History
    • 35. CompanyHistory (cont.)