Competitive Edge of Vitasoy

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The Final Year Project of

“Competitive Edge of VITASOY”

Coventry University - BABA

Table of Content

Chapter 1 Abstract…………………………………………………………………….3 Chapter 2 Background…………………………………………………………………….4-5 2.1) Background of VITASOY
2.2) Aim & Mission
Chapter 3 Research Objectives
Chapter 4 Literature Review
Chapter 5 Methodology
Chapter 6 Conclusion
Chapter 7 Recommendation
Chapter 8 Ethical considerations…………………………………………………………...19 Chapter 9 Scope and Limitation……………………………………………………………20 Chapter 10 Table Time ……………………………………………………………………...18 Chapter 11) Reference……………………………………….……………………………21 Appendix I

Chapter 1) Abstract:

In this study, the topic is ” Competitive edge of VITASOY”. I am going to study” VITASOY holding Ltd” and analyze the factors of marketing competitiveness of VITASOY. The business environment will be assessed by SWOT analysis and marketing mix. Besides, I am going to find out the reasons for the VITASOY success at the past .The current marketing strategies of VITASOY when facing the changing perception of customers as well as how can increase competitiveness in the future. Besides, I am going to conduct a survey to collect data on internet. It can help us to analysis the reasons of competitive edge for VITASOY. I will collect primary data and secondary data. Primary data is questionnaires. Secondary data is journals and annual report of VITASOY. Competitive edge can help competitive analysis and recommendation will be providing some marketing plans for further to increase the marketing competitiveness.

Chapter 2) Background

2.1) Background of VITASOY
VITASOY is 70th anniversary, which has been established for long time in Hong Kong. In 1940, the brainchild of Dr K.S. Lo, who was bringing the soymilk made from this healthy little bean to a wider market. Moreover, VITASOY was nutritious, high-protein soymilk that was sold at reasonable price to Hong Kong people after the World Wars. At first, VITASOY was delivered fresh to people's homes on bicycle; later VITASOY began selling their soya bean milk through retail outlets. In 1953, VITASOY started to adopt sterilization technology of VITASOY soymilk drinks. This enabled the drinks to be stored without refrigeration, therefore they grown the distribution and revolutionized the business. In 1975, VITASOY was the first Hong Kong Company to introduce Tetra Pak packaging technology for drinks production. The packaging system, which involves UHT (Ultra High Temperature) sterilization of the product and packaging in aseptic cartons, make sure the drink product can be kept for months in the normal atmospheric temperature. In 1976, VITASOY Ltd builds a new VITA line of juice drinks and was the world’s first ready-to-drink VITA lemon tea. The new product line can increase the competiveness. In 1987, New HK$100 million head office and plant opened in Tuen Mun ,Hong Kong In 1993, VITASOY gain a tofu plant in US.

In 1994, VITASOY became a household name and a listed company (0345.HK) on the Stock Exchange of Hong Kong with plants located in Hong Kong, which is setting new standards of quality and innovation wherever its products are sold. In 2006, VITASOY launched in mainland China-Imported from Hong Kong under the Closer Economic Partnership Arrangement (CEPA).Therefore, VITASOY start to develop in the China market In 2007, a new product line “SAN SUI Tofu” was launched in Hong Kong. Nowadays, VITASOY product sells in over 40 markets around the world. VITASOY is a dynamic, international organization setting new standards of quality (Source: Vitasoy website)

2.2) Aim and mission
The VITASOY aims to sustain the leadership in promoting supreme quality of life by producing high quality, nutritious and great tasting products which will satisfy the needs of the market.  The mission of the company is to promote well-being among consumer. The mission is attained by producing healthy and innovative products.  The company is known to be...
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