Yakult and Its Marketing Strategy

Contents
Executive Summary 2

Section 1: Introduction 2

Section 2: Current Situation 2

Part 1: SWOT Analysis 2

Strength: 3

Weakness: 6

Opportunities: 7

Threats 7

Part 2: PESTLE Analysis 8

Part 3: USP Analysis 9

Section 3: Recommendations 11

Part 1: Segmentation, Targeting and Positioning 11

Segmentation 11

Targeting 12

Positioning 12

Part 2: Marketing Objectives and Goals – SMART Principles 12

Part 3: Product, price, place and promotion 13

Products 13

Price 14

Place 14

Promotion 14

Section 4: Conclusion 14

Reference: 15

Executive Summary

Growing probiotic market has a potential value that every relevant firm wants to share profit in this market. Collecting data from dependable source and thinking deeply to analyse the current market for Yakult, giving suggestions in marketing a new overseas market and concluding the primary points of this paper are the main methods in illustrating the whole paper.

Section 1: Introduction

This paper not only shows you the current situation of Yakult and the probiotic market, but also illustrates Yakult’s future market, Russia market. After reading the paper, you will learn how well the Yakult business is and how to develop its potential overseas market using market mix.

The map of this paper likes the following brief introduction. The first section of paper will give a current situation of Yakult through SWOT analysis in part, PESTLE analysis in part 2 and Unique Selling Proposition in part 3. In the second section, through STP method to segment market, target consumers and position the firm in part 1, after choosing the Russia market, an objective based on SMART principle is given in part 2 and in the final part, combining the market mix and the real situation, a marketing framework is produced. The conclusion section is drawn according to the previous sections. The paper goes in a way of