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M ofinal

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M ofinal

  1. 1. Management Organization Presented by: Ng Yuk Yu Chan Hoi Ho Ma Man Chung Cheong King Chong Vitasoy International Holdings Limited
  2. 2. Vitasoy’s Industry Background <ul><li>Soya milk is a healthy soybean drinks from china. </li></ul><ul><li>Vitasoy is the first and Biggest packed soymilk manufacturer in Hong Kong. </li></ul>
  3. 3. Vitasoy’s History <ul><li>Based in Hong Kong </li></ul><ul><li>Former : Lo Kwee Seong(1910 – 1995) </li></ul><ul><li>Current chairman: Lo Yau-lai </li></ul><ul><li>March 9, 1940 The first branch Vitasoy operate, early soymilk sale at 6 cents, the first day sold only nine </li></ul>
  4. 4. Vitasoy’s History <ul><ul><li>Now: sales in 40 markets worldwide </li></ul></ul>WW2
  5. 5. Business Nature <ul><li>Their business include manufacture and sale of food and beverages. </li></ul><ul><li>Soymilk: </li></ul><ul><li>Soybean product: </li></ul><ul><li>Tea, Juice: </li></ul><ul><li>Cal added soymilk: </li></ul><ul><li>Chinese tea: </li></ul>
  6. 6. Business Nature <ul><li>Vita has two subsidiary provide Lunch boxes and Snacks service. </li></ul><ul><li>Vitaland </li></ul><ul><li>  Hong Kong Gourmet </li></ul>
  7. 7. Vitasoy culture <ul><li>A story of soya bean and Hong Kong </li></ul><ul><ul><li>Die of malnutrition in Hong Kong </li></ul></ul><ul><ul><li>Fresh milk was unaffordable for poor people </li></ul></ul><ul><li>Mr. Lo start a factory to produce nutritious, high-protein soymilk. </li></ul><ul><ul><li>A substitute of fresh milk </li></ul></ul><ul><ul><li>an affordable price(6 cents) </li></ul></ul>
  8. 8. Vitasoy culture <ul><li>Concern of CSR </li></ul><ul><ul><li>Support local charitable organizations </li></ul></ul><ul><ul><li>e.g. Oxfam, Red Cross </li></ul></ul><ul><ul><li>Sponsor programmes related to health </li></ul></ul>
  9. 9. Vitasoy culture <ul><li>Vita have become … </li></ul><ul><ul><li>a household name </li></ul></ul><ul><ul><li>A healthy product. </li></ul></ul><ul><li>Human touch </li></ul><ul><ul><li>Close relationship with employee and customer </li></ul></ul><ul><ul><li>Stay by me </li></ul></ul>
  10. 10. Vitasoy structure & design Chairman: Lo Yau-lai CEO: Mr. Laurence P. EISENTRAGER
  11. 11. Vitasoy structure & design <ul><li>Mechanistic </li></ul><ul><ul><li>Food and drink product </li></ul></ul><ul><li>Functional departmentalization </li></ul><ul><ul><li>Product Development, Engineering, Transportation </li></ul></ul>
  12. 12. Vitasoy’s Mission and Goals <ul><li>Market: </li></ul><ul><ul><li>soymilk market is saturated in Hong Kong </li></ul></ul><ul><li>Customer: </li></ul><ul><ul><li>Teenagers still lead of market </li></ul></ul><ul><li>Employee: </li></ul><ul><ul><li>most valuable assets </li></ul></ul><ul><ul><li>Goals: Keep customer loyalty and enhance employees’ satisfaction </li></ul></ul>
  13. 13. Vita’s S trengths WOT (cont’s) <ul><li>household brand </li></ul><ul><li>Brand dominance </li></ul><ul><ul><li>build up image of soy expert </li></ul></ul><ul><li>Good reputation ( 名譽 ) </li></ul><ul><li>First mover </li></ul><ul><ul><li>‘ Tetra Pak’ paper packing </li></ul></ul>
  14. 14. Vita’s S trengths WOT <ul><li>Nature of the product </li></ul><ul><ul><li>high nutrition </li></ul></ul><ul><li>Good internal management </li></ul><ul><ul><li>high transparency </li></ul></ul><ul><ul><li>public confidence </li></ul></ul><ul><ul><li>Corporate image </li></ul></ul><ul><li>Own transport team </li></ul>
  15. 15. Vita’s SW eakness OT <ul><li>Strong employee forces </li></ul><ul><ul><li>Powerful association </li></ul></ul><ul><li>Weak machine productive forces </li></ul><ul><ul><li>(list 生產力數據 ) </li></ul></ul><ul><li>Focus on soymilk </li></ul><ul><ul><li>Occur high-risk when any problem in soy </li></ul></ul>
  16. 16. Vita’s SWO pportunities T <ul><li>CEPA </li></ul><ul><ul><li>Enter to Mainland </li></ul></ul><ul><ul><li>Tariff policy </li></ul></ul><ul><li>High public demand </li></ul><ul><ul><li>High nutrition </li></ul></ul><ul><ul><li>healthy </li></ul></ul><ul><li>Melamine 三聚氰胺 </li></ul><ul><ul><li>milk vs. soymilk </li></ul></ul><ul><li>Brand of beverages easily to enter </li></ul>
  17. 17. Vita’s SWOT hreats <ul><li>Raw material price fluctuations </li></ul><ul><ul><li>Difficult to control </li></ul></ul><ul><li>Competitor </li></ul><ul><ul><li>milk </li></ul></ul><ul><ul><ul><li>Trappist Dairy1956 </li></ul></ul></ul><ul><ul><ul><li>Dairy Form1916 </li></ul></ul></ul><ul><ul><ul><li>The Kowloon Dairy LTD1950 </li></ul></ul></ul><ul><ul><ul><li>Nestle </li></ul></ul></ul><ul><ul><li>Soymilk </li></ul></ul><ul><ul><ul><li>Yeo’s </li></ul></ul></ul><ul><ul><li>Health Drink </li></ul></ul><ul><ul><ul><li>Healthworks </li></ul></ul></ul><ul><ul><ul><li>Yeo’s </li></ul></ul></ul><ul><li>Financial Tsunami 金融風暴 + Inflation 通脹 </li></ul><ul><ul><li>decrease consumption </li></ul></ul>時期: 2008 年 事件:首次工潮,員工反對無理解僱司機,爭取加薪
  18. 18. BCG Matrix
  19. 19. External Environment <ul><li>Economic Environment </li></ul><ul><li>Financial crisis </li></ul><ul><li>Inflation </li></ul><ul><li>Social Events </li></ul><ul><li>Melamine </li></ul><ul><li>SARS </li></ul><ul><li>Weather </li></ul><ul><li>Temperature </li></ul><ul><li>Bad weather </li></ul><ul><li>Supply Chain </li></ul><ul><li>- increasing in material prices </li></ul>
  20. 20. <ul><li>Government Policy </li></ul><ul><li>- CEPA </li></ul><ul><li>Culture </li></ul><ul><li>- More and more people focus on health </li></ul><ul><li>- Many Hong Kong people have feeling on Vitasoy </li></ul>
  21. 21. Overall in Vitasoy (Non-carbonated drinks) <ul><li>Market Share (High): </li></ul><ul><ul><li>Familiar brand </li></ul></ul><ul><ul><li>Leading in non-carbonated drinks market </li></ul></ul><ul><li>Market Growth (Low): </li></ul><ul><ul><li>Intense competition </li></ul></ul><ul><ul><li>Saturation </li></ul></ul>
  22. 23. Soy milk <ul><li>Market Share (High): </li></ul><ul><li>Leader in the soy milk market </li></ul><ul><li>Market Growth (Low): </li></ul><ul><li>Is not a new product </li></ul><ul><li>Difficult to achieve breakthrough </li></ul>
  23. 25. Tea drinks <ul><li>Market Share (High): </li></ul><ul><li>Leading in marketing </li></ul><ul><li>E.g. AC Neilsen </li></ul><ul><li>In 2005, Hong Kong people drinked 200 million package lemon tea. Vitasoy sold more than 100 million package lemon tea. </li></ul><ul><li>Market Growth (Middle): </li></ul><ul><li>Can match different type of combination </li></ul><ul><li>Easily to develop a new product </li></ul><ul><li>Easily to develop a new market </li></ul>
  24. 27. Distilled water <ul><li>Market Share (Middle): </li></ul><ul><li>Two leaders in distilled water and mineralized water : Watsons & Bonaqua </li></ul><ul><li>Brand effect </li></ul><ul><li>Market Growth (Low): </li></ul><ul><li>Saturation </li></ul><ul><li>Rising in cost of operation </li></ul><ul><li>Market prospect is not too </li></ul><ul><li>optimistic </li></ul>
  25. 29. Healthy drinks <ul><li>Market Share (Low): </li></ul><ul><li>Many competitors </li></ul><ul><li>Market Growth (High): </li></ul><ul><li>Hong Kong people are more and more focused on health </li></ul><ul><li>Increasing in marketing demand on high nutrition and healthy drinks. </li></ul>
  26. 31. Tofu <ul><li>Market Share (Low): </li></ul><ul><li>Enter the market in 2007 </li></ul><ul><li>Need more time to develop and take the market share. </li></ul><ul><li>Market Growth (Low): </li></ul><ul><li>Common food. </li></ul><ul><li>Market demand will not change much. </li></ul>
  27. 33. Vitasoy in China <ul><li>Market Share (High): </li></ul><ul><li>Leading steadily in the Soy milk market </li></ul><ul><li>E.g. Guangzhou, Shenzhen, Shanghai over 50% market share. </li></ul><ul><li>Sales champion in Guangdong </li></ul><ul><li>Market Growth (High): </li></ul><ul><li>After Melamine incident, more Chinese people to be emphasis on health and quality of security. </li></ul><ul><li>Soy milk is a new concept in China. </li></ul><ul><li>Great development potential in China. </li></ul>
  28. 34. Vitasoy in China
  29. 35. Strategies <ul><li>Marking </li></ul><ul><li>Promotion </li></ul><ul><li>Investment </li></ul><ul><li>Products diversification </li></ul><ul><li>Products customization </li></ul>
  30. 36. Marketing <ul><li>Growth Strategy </li></ul><ul><li>Sell the product with slot machine, supermarket, small food shop </li></ul>
  31. 37. Promotion <ul><li>Growth Strategy </li></ul><ul><li>Cost of advertisement had increased around 16% </li></ul><ul><li>Bronze Award of Cannes Lions 2009 in Media Category </li></ul><ul><li>For example Package, Advertisement </li></ul>
  32. 38. 70th Anniversary with the Launch of 70 Specially Designed VITASOY Packs 1984 advertisement http://www.youtube.com/watch?v=RqaW4EpWuVk&feature=PlayList&p=6CD6370206269B15&playnext_from=PL&playnext=1&index=3
  33. 39. Seminar <ul><li>“ Soy: Food of the Future” had been hold </li></ul><ul><li>Instill the Health Benefits of Soy </li></ul>
  34. 40. Investment <ul><li>Renewal strategy </li></ul><ul><li>Installing new high speed packaging machine </li></ul>
  35. 41. Products diversification <ul><li>Growth Strategy </li></ul><ul><li>Product line is more than thirty </li></ul><ul><li>The market had been segmentation </li></ul>
  36. 42. Products customization <ul><li>Develop new products base on healthy, tasty, need </li></ul>
  37. 43. Evaluation of Marketing <ul><li>Successful element of improving their sale </li></ul><ul><li>Selling the product almost anywhere </li></ul><ul><li>Enhancing and getting a competitive advantage </li></ul><ul><li>Leader of the market of soymilk in South China area </li></ul>
  38. 44. Evaluation of Investment <ul><li>Estimating the quantity will reach more than 1,300,000,000 per year </li></ul><ul><li>Estimating the time of production will be spared more than 10% </li></ul><ul><li>The recourse will be utilized well </li></ul><ul><li>Eliminating the Weakness of SWOT </li></ul>
  39. 45. Vita throughout the world
  40. 46. Comment & Evaluate of Product <ul><li>wide range </li></ul><ul><ul><li>Different product line </li></ul></ul><ul><li>Package </li></ul>
  41. 47. Comment & Evaluate of Product <ul><li>Develop new product </li></ul>
  42. 48. Finance Report (HK $ million) ( Year ) ( Year ) (HK $ thousand)
  43. 49. reference <ul><li>http://www.vitasoy.com/ </li></ul><ul><li>http://www.vitasoy.com.hk/chi/main.html </li></ul><ul><li>http://www.designerhk.com/forum/post/2411 </li></ul>
  44. 50. Background image

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