Download - Yakult Swot And Tows Final
![Page 1: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/1.jpg)
SWOT Analysis & TOWS Matrix
Awesome Possom
![Page 2: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/2.jpg)
Company ProfileYakult Honsha was originally founded in 1955, by Minoru Shirota.
Portfolio1. food and drink
Beverages2. Pharmaceuticals3. ‘others’-cosmetics. Today Yakult is sold in over 32
countries worldwide
![Page 3: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/3.jpg)
Consumer insights (VTR)
![Page 4: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/4.jpg)
22%
5%
16%19%2%
36%
Customers concern
PriceQuantityPackageBrandPromotionOthers(Taste)
Survey results
![Page 5: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/5.jpg)
Agenda
Internal Analysis
ExternalAnalysis
TOWS matrix
![Page 6: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/6.jpg)
S W
O T
STRENGTHS
S1: High brand awareness S2: Strong brand reputation with health benefits
![Page 7: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/7.jpg)
S
WEAKNESSES
W1: Limited flavor
W2: Storage Difficulty
(temperature)
W3: Limited Distribution
channel
![Page 8: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/8.jpg)
WEAKNESSES
W1: Limited flavor W2: Storage Difficulty
W
OPPORTUNITIES
O1: Trend in health concernsO2: Increase in number of convenience stores and
hypermarkets
![Page 9: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/9.jpg)
O
OPPORTUNITIES
O1: Trend in health concernsO2: Increase in number of convenience stores and
hypermarkets
THREATS
T1: Competitors provide many flavors,
packaging, and promotions
T2: Expiration of lactobacillus patent
gives rise to new competitors
![Page 10: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/10.jpg)
S W
O T
S W
O T
MAXI-MAXI STRATEGY
S2 + O1: Launch a low-sugar
version of Yakult
S1 + O2: Expand distribution
channels to convenience stores and hyper markets
O1: Trend in health concerns
O2: Increase in number of
convenience stores and hypermarkets
![Page 11: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/11.jpg)
S W
O T
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+1Week Pack
T1: Competitors provide many flavors, packaging,
and promotions
T2: Expiration of lactobacillus patent gives rise to new competitors
![Page 12: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/12.jpg)
S W
O T
MINI-MAXI STRATEGY
W1: Limited flavor
W2: Storage Difficulty (temperat
ure)
W3: Limited
Distribution
channel
O1: Trend in health concerns
O2: Increase in number of convenience stores
and hypermarkets
W3 + O2: Expand distribution
channels to convenience stores and hyper markets
W1 + O1Herbal value added
flavors
![Page 13: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/13.jpg)
S W
O T
W1 + W2 + T2: Strategic partnership with Tipco’s Squeeze
W3 + T1Penetrate
convenience store market to decrease
competition
MINI-MINI STRATEGY
W1: Limited flavor
W2: Storage Difficulty
(temperature)
W3: Limited
Distribution channel
T1: Competitors provide many flavors, packaging,
and promotions
T2: Expiration of lactobacillus patent gives rise to new competitors
![Page 14: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/14.jpg)
Atkinson Shriffin Model (ref. consumer behavior)
Sensory Memory
Short Term
Memory
Long Term
Memory
Exposure
Vertical ExpansionVariety of flavors and a healthier version of Yakult (Yakult Lite) from
convenience stores
Repeated brand awarenessRepeating purchases
![Page 15: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/15.jpg)
5102640843 Pimpann P.5202640024 Amornrat S.5202640776 Panu S.5202640826 Pat A.5202641253 Thananthorn L.5202641519 Yotsawat C.530264 Lloyd S.5302940027 Pimpanga C.
![Page 16: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/16.jpg)
ReferencesInformation 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.pdfInformation 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=55277Information of fermented milk market share
http://www.gotomanager.com/news/details.aspx?id=50028http://www.oknation.net/blog/print.php?id=474097
Increase in hypermarkets and convenience storeshttp://www.positioningmag.com/magazine/details.aspx?id=91044&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+PositioningMagazine+%28Positioning+Magazine%29
![Page 17: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/17.jpg)
Back-up Slides
![Page 18: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/18.jpg)
Yakult 32 countries
![Page 19: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/19.jpg)
BCG Matrix
Others (e.g. cosmetics)
![Page 20: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/20.jpg)
BCG reference
![Page 21: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/21.jpg)
Customer-based assets• Brand reputation• Originality
(in consumers’ mind)
• Superior taste (ref. survey)
• Direct relationship with customers
Supply chain assets• Distribution
uniqueness
Internal support assets• Setting up dept.
for specific operations
• Patents of Lactobasillus
• Economy of scale – market leader
• Production expertise (but with limited capacity)
Internal Resource
![Page 22: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/22.jpg)
Resource Portfolio
Resource strength relative to competitors
Inferior Superior
Impo
rtan
ce o
f res
ourc
e in
cr
eatin
g va
lue
for
cust
omer
s
High
Low
Crown JewelsResources that help differentiate in ways of value to customers
Achilles' HeelsResources that differentiate the
competition in ways important to customers
SleepersResources that are less important today – but be
wary in case they become important tomorrow
Black HolesPotentially costly resources where we have an advantage but that don’t create value for customers
- Originality/ Brand story- Distribution uniqueness- High brand awareness
- Reputation in health benefits
- Expired Patents of lactobacillus- Production Capacity
- Limited choice of flavors
- Limited distribution channel
![Page 23: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/23.jpg)
PESTEL Model
Political
Economic
Social
Technological
Environmental
Legal
Low government intervention
Growing number of convenience stores
• Increase in health awareness • Growing number of elders
New use of Lactobacillus with beans
Degradable Packaging
• Consumer Protection Act.• Employment Act.
![Page 24: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/24.jpg)
Rivalry in the industry
- Depends on buyers
Threat of Market Entry• Low product
differentiation
Power of Suppliers
• Low• 20 suppliers
Power of Buyers• Low switching cost• Limited channels
of purchaseSubstitutions
• Multi-purpose products
• Health: Green tea, Co-Q ten, Fitness
Five Force Model
![Page 25: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/25.jpg)
NamePackagi
ngCharacteristic
sPrice (baht)
Market Share1
Activia 160 ml, 0% fat 11 N/A
Dutch Mill
(Delight)120 ml, 0% fat 6 15%
Meiji 80 ml, 0% fat 6 N/A
Betagen 115 ml, 0% fat 6 30%
Competitor Analysis
1Reference: Siam Thurakij No.931 17-09-2008
![Page 26: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/26.jpg)
Low Quality
Cheating brand Premium brand
Awful brand Sincere brand
High Price
Low Price
High Quality
![Page 27: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/27.jpg)
Marketing strategy comparisons
Yakult• Ads: comic,
telling story about Yakult and Yakult's Girl
• Communicate with old and new customers
• Remind customers of the brand
• Able to reach new kids in each household
Dutch mill(below and above)• Dlight- traditional
trade, cities like bkk• KCI (O% transfat) -
modern trade• Dutch mill girl -
approx 1500~• Currently try to
concentrate more on a functional
• Capture new customers from kids and teenagers
• Variety of products.
Betagen• direct selling• functional • mkt event
![Page 28: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/28.jpg)
Meiji• Above and
below• Kamikaze ads• its functional b
enefit
Activia• Target health-
conscious women
Foremost• Omega 3
& Mono-unsaturated fatty acid - value added beside Lactobacillus
• foremost girl ~100
![Page 29: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/29.jpg)
Additional information
![Page 30: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/30.jpg)
R and D
![Page 31: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/31.jpg)
Eco Vision
![Page 32: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/32.jpg)
The future of Yakult
![Page 33: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/33.jpg)
Company History
![Page 34: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/34.jpg)
Company History (cont.)
![Page 35: Yakult Swot And Tows Final](https://reader034.vdocuments.mx/reader034/viewer/2022050615/547e14b5b4af9fb9158b55e2/html5/thumbnails/35.jpg)