Yakult Hong Kong Essay

5589 Words Jun 21st, 2013 23 Pages
Table of Content

Introduction 3

History and Philosophy 4
Product 5
Yakult Hong Kong 5

Global Marketing Environment 6

Industry and Competitive Analysis 7
PEST analysis 8
Generic competitive strategy 11

SWOT-Yakult Honsha Co. Ltd 13

Strengths 13
Weaknesses 16
Opportunities 17
Threats 18

Entry Strategy 20

Introduction of Entry Strategies 20
Entry Strategy of YAKULT HONSHA CO. LTD. 24
Advantages of Entry with Wholly Owned Subsidiary in HONG KONG 25
Disadvantages of Entry with Wholly Owned Subsidiary in Hong Kong 27
Global Promotion Strategies 29

Standardization versus Adaptation 31

Conclusion 37

Reference 38

Introduction
People nowadays become more health conscious and eager for
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Nevertheless, another healthy product promoter, Nestle, introduces various kind of similar milk product such as ice cream, milk and yogurt. This is considered as the major competitor since Nestle implements product differentiation to reach wider customer base in different countries. By contrast, Yakult promotes their limited kinds of products such as original taste drinks, low sugar taste drinks and its newly product launched in 1998, “Bansoreicha” (2013), which are relatively inferior in the product aspect comparing with other competitors. In order to create differentiation: location, marketing mix and brand equity are the strategies that marketer will consider. As what “Shirota-ism” advocated, the pricing for the product is mass-oriented since the capacity of each product is small around 65ml to 100ml. Major cost of production will be the workers and the machine in the factory. Since there is no retail store is installed in local, operating costs are saved.

PEST analysis
PEST analysis gives a framework of the different macro-environmental factors that the company has to take into consideration (Wikipedia 2013). We will analysis the macro-environment of Yakult, applying to the relationship between mother company in Japan and the sub company in Hong Kong by four factors: Political, Economic, Social and Culture, Technology within the healthy beverage industry.

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