According to Pangborn, a farmer is able to implement their goals and objectives by using a SWOT analysis. SWOT analysis is the strategic planning method to evaluate the strengths, weaknesses, opportunities and threats of an organisation or a brand. This is very important to have a clear analysis on the brand to achieve the goals and objectives (Baranova 2010). 2.1
Modern technology and improving R&D in biotechnology of Fonterra to improve the brand especially in their popular brand Anlene is the strongest strengths of the company. The awareness of the public towards the bone against age is increasing nowadays. Therefore, the improvement of the specialty ingredient of the milk power for the bone benefits must be move faster and effectively (Fonterra 2012).
Besides, the stability of the milk source from New Zealand and other foreign affiliates is also very important to make sure the quantity and quality of the dairy product always meet the consumers’ demand.
Anlene is one of the brands which famous on the enriched calcium ingredient of the milk products especially in Asia region (Fonterra 2012). The improvements of the milk powder ingredient never slow down in the R&D of the biotechnology in dairy products. Moreover, there are several products for Anlene brand such as Anlene regular, Anlene gold, Anlene concentrated and etc. Each products of Anlene focused on the particular market target. For instance, Anlene gold is focused for 50 years old and above.
The innovation and value adding on the products are always the main point of the brand. Anlene is now with chocolate flavour in order to fulfil the demand of the market of the consumers who not interested in dairy products but do care of their own health. 2.2
One of the common weaknesses of the dairy product is the quantity of the production. The mass production must be controlled to prevent the deterioration. High production of the milk product which exceeds the consumer demand...
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