Yakult Hong Kong

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 a better standard of living, Hong Kong Nutrition Association stated that ‘the community has been overwhelmed by tones of nutrition related advertisement, involving “dietitians” and other medical professionals for endorsement or recommendations’. It is the fact that people generally concern about their health condition and lifestyles. As early as 20th century, in other countries, like Japan, they have already noticed the importance of maintaining and strengthening their health and committed to prevent personal illnesses.

Yakult has been therefore produced and firstly introduced in Japan in early 1930s. Yakult is one of the most well-known brands of health drink. And it has been expanding its business in 32 countries around the world until 2012. In Hong Kong, Yakult has been launched for more than 40 years and known by Hong Kong citizens.

In order to thoroughly study the global marketing development of Yakult in future, this paper will cover the global marketing environment of Hong Kong Yakult, its global opportunities, global participation strategies, and the global marketing programmes involved.

History and Philosophy
Yakult is a fermented milk drink and it was founded in 1930. The presence of Yakult was