yakult swot and tows final
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TRANSCRIPT
SWOT Analysis & TOWS Matrix
Awesome Possom
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
Consumer insights (VTR)
22%
5%
16%19%2%
36%
Customers concern
PriceQuantityPackageBrandPromotionOthers(Taste)
Survey results
Agenda
Internal Analysis
ExternalAnalysis
TOWS matrix
S W
O T
STRENGTHS
S1: High brand awareness S2: Strong brand reputation with health benefits
S
WEAKNESSES
W1: Limited flavor
W2: Storage Difficulty
(temperature)
W3: Limited Distribution
channel
WEAKNESSES
W1: Limited flavor W2: Storage Difficulty
W
OPPORTUNITIES
O1: Trend in health concernsO2: Increase in number of convenience stores and
hypermarkets
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
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
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
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
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
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
5102640843 Pimpann P.5202640024 Amornrat S.5202640776 Panu S.5202640826 Pat A.5202641253 Thananthorn L.5202641519 Yotsawat C.530264 Lloyd S.5302940027 Pimpanga C.
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
Back-up Slides
Yakult 32 countries
BCG Matrix
Others (e.g. cosmetics)
BCG reference
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
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
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.
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
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
Low Quality
Cheating brand Premium brand
Awful brand Sincere brand
High Price
Low Price
High Quality
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
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
Additional information
R and D
Eco Vision
The future of Yakult
Company History
Company History (cont.)