維他奶SWOT 分析 英文

OutlineIntroductionStrength&WeaknessOpportunity&ThreatConclusion4Introductionby趙豪INTRODUCTIONVitasoyisabrandofbeveragesanddessertsinHongKong.Foundedin1940,itnowoperatesundertheVitasoyInternationalHoldingsLimitedbasedinHongKong."Vitasoy"productswerecenteredonthehigh-proteinsoymilkdrinkthatthecompanyfirstproduced.Introductionby趙豪1940Thegrouplaunchedsoymilkdrink–vitasoyinHongKong1987NewHK$100millionheadofficeandplantopenedinTuenMun,HongKong1994TheGroupwaslistedontheStockExchangeofHongKongOfficialopeningofShenzhenplantinmainlandChina1998OfficialopeningoffacilityinMassachusettsintheUSA2001TheGroupopeneditsfirstmanufacturingplantinAustralia2002VitasoyInternationalreCeivedtheCaringCompanylogoformtheHongKongCouncilofSocialServicesforthefirsttime2008AcquisitionofUnicurdFoodinSingaporeAsofJune,2011,wereceivedarecordnumberof33andrecognitionsduringyearforourachievementsareassuchasbrandbuilding,marketingandpromotion,assurance,productdevelopment,environmentalprotection,resourcestrainingaswellasrelations.Strengthby趙豪Diverseflavors,delicatepackagePurelynaturalingredientsAccuratebrandorientationStrengthUptonow,VITASOYhitthemarketwithtenflavors.Thereisalwaysoneforyou.original,malt,coconut,melon,chocolate,taro,mocha,red.Mintchocolate,gingerandeggnogflavorsJustinthefirstsight,youwillfallinlovewiththelovelypackageandhardlywithdrawyoureyesStrengthby趙豪Diverseflavors&delicatepackageStrengthby趙豪adoptsterilisationtechnologyinthemanufactureintroduceTetraPakpackagingtechnologywhichensuresthatadrinkproductcanbekeptformonthswithoutrefrigeration.noartificialpreservativesNonGMOsoybeans非轉(zhuǎn)基因大豆AccordingtothereportfromGREENPEACEinHongkong,VITASOYistitledasgreenfoodbecauseitcontainsnogeneticallymodifiedcomponentPurelynaturalingredientsIntroductionby趙豪維他奶令你更高維他奶令你更強(qiáng)維他奶令你更健美點(diǎn)只汽水咁簡(jiǎn)單天然有營(yíng)養(yǎng)，健康無(wú)負(fù)擔(dān)綠色營(yíng)養(yǎng)，輕松生活NutritiouswithlowfatandlowcholesterolAccuratebrandorientationHealthydrinkIntroductionby趙豪Weaknessby鐘慧子

WeaknessLowMarketSharePoorpromotioninmainlandChinaWeaknessby鐘慧子

LowmarketshareThesalesofVitasoyinmainlandareinsmallamounts.Almostthe26%salesareinsouthernandeasternChina.Weaknessby鐘慧子

1).Brandimageisnotstrong.2).UnbalancedpromotionstrategyPoorpromotioninMainlandChinaWeaknessby鐘慧子

HongKongflavoristhecharacteristicofVitasoy,butintheprocessoflocalization,itlosestheuniquefeature.PoorpromotioninMainlandChinaBrandimageisnotstrong.Weaknessby鐘慧子

PoorpromotioninMainlandChinaVitasoyinmainlandChinaVitasoyinHongKongBrandimageisnotstrong.Weaknessby鐘慧子

PoorpromotioninMainlandChinaUnbalancedpromotionstrategyWeaknessby鐘慧子

PoorpromotioninMainlandChinaThepromotionstrategyinmainlandisnotaseffectiveasinHongKong.VitasoyinHKrevampthedesignofpackagingandadvertisingtopromotewhensomebigeventshappen.Butinmainland,thepackingisseldomchanged,andhavelittleadvertisementsonTV.UnbalancedpromotionstrategyOpportunityby古倩瑩Disasterformilk,opportunityforsoymilkPotentialstarinmainlandChinaMatchingthetrendofgreenfoodOpportunityOpportunityby古倩瑩Disasterformilk,opportunityforsoymilk2008.9“SanLuevent”—SanLuGroup’spoisonousmilkpowderspreadinChina.2011.4“MengNiuevent”—251peoplewerepoisonedafterdrinkingthemilkproducedbyMengNiucompany.Opportunityby古倩瑩Disasterformilk,opportunityforsoymilkPoisonousmilkpowderManybabieswereill.Opportunityby古倩瑩Disasterformilk,opportunityforsoymilk2789tonsofpoisonousmilkpowderweredestroyed.Opportunityby古倩瑩Disasterformilk,opportunityforsoymilkOpportunityby古倩瑩Disasterformilk,opportunityforsoymilkOpportunityby古倩瑩P(yáng)otentialstarinmainlandChinaOpportunityby古倩瑩P(yáng)otentialstarinmainlandChinaOpportunityby古倩瑩P(yáng)otentialstarinmainlandChinaOpportunityby古倩瑩MatchingthetrendofgreenfoodOpportunityby古倩瑩MatchingthetrendofgreenfoodGreenfoodSustainableenvironmentShortageofresourcesgivesrisetoadisasterFiercecompetitionsfromindustryinsideandoutsideCustomers’preferencetomilkratherthansoybeanmilk.ThreatShortageofresourcesgivesrisetoadisasterRMB6100/tonRMB3700/ton40%

Chinanon-transgenicsoybeansForeigntransgenicsoybeans

ShortageofresourcesgivesrisetoadisasterShortageofnon-transgenicsoybeanDisasterforVitasoybeanmilkFierceCompetitionsfromIndustryInsideandOutsideIndustryInside

Twomaincompetitorsinsoybeanmilkindustry.IndustryOutside

Otherplantproteinbeverages.

FierceCompetitionsfromIndustryInsideandOutsideInsideIndustryIndustryInsideTwoMainCompetitorsTheleadingsoymilkproducerinmainlandmarket.

WonagoodreputationamongChinesepeopleminds.InsideIndustryFierceCompetitionsfromIndustryInsideandOutsideIndustryInsideTwoMainCompetitorsThefirstcompanytoproducethisdoubleproteinsoymilkInsideIndustryFierceCompetitionsfromIndustryInsideandOutsideOtherplantproteinbeveragesO