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养乐多营销计划 Yakult Marketing Plan

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2017-10-09编辑:cinq点击率:2087

论文字数:2000论文编号:org201710091454326813语种:英语论文 English地区:英国价格:免费论文

关键词:Marketing Plan营销计划留学生作业

摘要:本文是留学生Marketing assignment范文,主要内容是针养乐多公司的背景,产品及其营销计划进行分析研究。

Yakult Honsha有限公司由Shirota博士成立于1930年。在过去的75年里,该公司已具备益生菌领域的专业知识。益力多的活动主要是介绍各种健康食品、化妆品和药品。
1930年,Minoru Shirota博士在京都大学日本医学院进行研究微生物学,成为世界上第一个建立了一株乳酸菌,对人体健康有益。这种细菌被命名为“乳酸杆菌代田株”。
 
INTRODUCTION:
History of Yakult

Yakult Honsha Ltd. was founded in 1930 by Dr. Shirota. For over the past 75 years, the company has expertise in the field of beneficial bacteria. The main activity of Yakult is to introduce a wide range of healthy foods, cosmetics and pharmaceuticals.

In 1930, Dr. Minoru Shirota, who was conducting his research in a microbiology lab at the Medical Faculty of Kyoto University in Japan, became the first person in the world to create a strain of lactic acid bacteria beneficial to human health. This bacterium was named after Dr.Shirota - 'Lactobacillus casei Shirota strain' (Our History, 2010).

In Malaysia, Yakult is still a young and growing company. Yakult Ace was only launched in Malaysia in 2004. Yakult (Malaysia) Sdn.Bhd. is a wholly owned subsidiary of Yakult Honsha, Japan (Yakult-Malaysia, 2010).

Vision

Yakult’s vision is to push forward with the quest for new possibilities for probiotics in the academic and medical fields.

Mission

Yakult’s mission is to contribute to the health and happiness of every person throughout the world through the pursuit of excellence in life sciences and the excellence in life sciences and the study of microorganisms.

Philosophy

SHIROTA-ISM

Preventive medicine
A healthy intestine leads to a long life
A healthy life for all
We contribute to the health and happiness of people around the world through the pursuit of excellence in life science in general and our research and experience in microorganisms in particular (Philosophy, 2010).

Issues and challenges

In the recent years, several major issues and challenges were faced by Yakult. Yakult is facing a shortage of stock to meet the demand of the people around the world. It is reported that there is high stock turnaround (Cruz, 2013).

SWOT ANALYSIS:
Strengths

Dynamic Research & Development power

Retrieved from the annual report of (“Global Yakult”— Entering a New Growth Stage, 2013), one of the strengths portrayed by Yakult is its dynamic research and development power. With its 252 medical doctors and scientists, they actively pursue research aimed at applying bacteria effectively in the prevention and treatment of many diseases.

The R&D Division tails basic research in life science meant at applying and developing basic materials in pharmaceuticals, food, cosmetics and other fields. Besides that, Yakult does their research and development at the Yakult Central Institute for Microbiological Research, which is situated in Tokyo, Japan. The aim of this central is to the study is to the use of beneficial bacteria in the promotion of health. Therefore, there are continuous improvements inYakult’s products that can improve consumers’ health for today and in the future.

Good distribution channel

Another essential strength of Yakult is the unique distribution channel byYakult Ladies. It is a type of delivery service that delivers Yakult cultured milk drinks directly to the consumers’ home through a network of Yakult Ladies. According论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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