M ofinal
Transcript of M ofinal
![Page 1: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/1.jpg)
Management OrganizationManagement Organization
Presented by:Ng Yuk YuChan Hoi HoMa Man ChungCheong King Chong
Vitasoy International Holdings Limited
![Page 2: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/2.jpg)
Vitasoy’s Industry BackgroundVitasoy’s Industry BackgroundSoya milk is a healthy soybean drinks
from china.Vitasoy is the first and Biggest packed
soymilk manufacturer in Hong Kong.
![Page 3: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/3.jpg)
Vitasoy’s HistoryVitasoy’s HistoryBased in Hong KongFormer : Lo Kwee Seong(1910 – 1995)Current chairman: Lo Yau-laiMarch 9, 1940
The first branch Vitasoy operate, early soymilk sale at 6 cents, the first day sold only nine
![Page 4: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/4.jpg)
Vitasoy’s HistoryVitasoy’s History
Now: sales in 40 markets worldwide
Now: sales in 40 markets worldwide
WW2
![Page 5: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/5.jpg)
Business NatureBusiness NatureTheir business include manufacture and
sale of food and beverages.Soymilk:Soybean product:Tea, Juice:Cal added soymilk:Chinese tea:
![Page 6: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/6.jpg)
Business NatureBusiness NatureVita has two subsidiary provide Lunch
boxes and Snacks service.Vitaland Hong Kong Gourmet
![Page 7: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/7.jpg)
Vitasoy cultureVitasoy cultureA story of soya bean and Hong Kong
◦Die of malnutrition in Hong Kong◦Fresh milk was unaffordable for poor people
Mr. Lo start a factory to produce nutritious, high-protein soymilk.◦A substitute of fresh milk◦an affordable price(6 cents)
![Page 8: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/8.jpg)
Vitasoy cultureVitasoy cultureConcern of CSR
◦Support local charitable organizationse.g. Oxfam, Red Cross
◦Sponsor programmes related to health
![Page 9: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/9.jpg)
Vitasoy cultureVitasoy culture
Vita have become …◦a household name ◦A healthy product.
Human touch◦Close relationship with employee
and customer◦Stay by me
![Page 10: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/10.jpg)
Vitasoy structure & designVitasoy structure & design
Chairman: Lo Yau-lai
CEO: Mr. Laurence P.
EISENTRAGER
![Page 11: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/11.jpg)
Vitasoy structure & designVitasoy structure & designMechanistic
◦Food and drink productFunctional departmentalization
◦Product Development, Engineering, Transportation
![Page 12: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/12.jpg)
Vitasoy’s Mission and GoalsVitasoy’s Mission and GoalsMarket:
◦ soymilk market is saturated in Hong KongCustomer:
◦Teenagers still lead of marketEmployee:
◦most valuable assetsGoals: Keep customer loyalty and enhance
employees’ satisfaction
![Page 13: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/13.jpg)
Vita’s SVita’s StrengthstrengthsWOT WOT (cont’s)(cont’s)
• household brand• Brand dominance
–build up image of soy expert Good reputation ( 名譽 )
• First mover– ‘Tetra Pak’ paper packing
![Page 14: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/14.jpg)
Vita’s SVita’s StrengthstrengthsWOTWOTNature of the product
◦high nutritionGood internal management
◦high transparency◦public confidence◦Corporate image
Own transport team
![Page 15: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/15.jpg)
Vita’s SWVita’s SWeaknesseaknessOTOTStrong employee forces
◦Powerful associationWeak machine productive forces
◦(list 生產力數據 )Focus on soymilk
◦Occur high-risk when any problem in soy
![Page 16: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/16.jpg)
Vita’s SWOVita’s SWOpportunitiespportunitiesTT• CEPA
–Enter to Mainland–Tariff policy
• High public demand–High nutrition –healthy
• Melamine 三聚氰胺
–milk vs. soymilk• Brand of beverages easily to enter
![Page 17: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/17.jpg)
Vita’s SWOTVita’s SWOThreatshreats• Raw material price fluctuations
– Difficult to control• Competitor
– milk• Trappist Dairy1956• Dairy Form1916• The Kowloon Dairy LTD1950• Nestle
– Soymilk• Yeo’s
– Health Drink• Healthworks• Yeo’s
• Financial Tsunami 金融風暴 + Inflation 通脹
– decrease consumption
時期: 2008 年事件:首次工潮,員工反對無理解僱司機,爭取加薪
![Page 18: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/18.jpg)
BCG MatrixBCG Matrix
![Page 19: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/19.jpg)
External EnvironmentExternal EnvironmentEconomic Environment - Financial crisis - Inflation Social Events- Melamine - SARSWeather- Temperature - Bad weatherSupply Chain- increasing in material prices
![Page 20: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/20.jpg)
Government Policy - CEPACulture- More and more people focus on health - Many Hong Kong people have feeling on
Vitasoy
![Page 21: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/21.jpg)
Overall in Vitasoy Overall in Vitasoy (Non-carbonated drinks)(Non-carbonated drinks)Market Share (High):
◦Familiar brand ◦Leading in non-carbonated drinks market
Market Growth (Low):◦ Intense competition ◦Saturation
![Page 22: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/22.jpg)
![Page 23: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/23.jpg)
Soy milkSoy milk
Market Share (High):Leader in the soy milk market
Market Growth (Low):Is not a new product Difficult to achieve breakthrough
![Page 24: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/24.jpg)
![Page 25: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/25.jpg)
Tea drinks Tea drinks Market Share (High): Leading in marketingE.g. AC Neilsen
In 2005, Hong Kong people drinked 200 million package lemon tea. Vitasoy sold more than 100 million package lemon tea.
Market Growth (Middle):Can match different type of combinationEasily to develop a new productEasily to develop a new market
![Page 26: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/26.jpg)
![Page 27: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/27.jpg)
Distilled water Distilled water Market Share (Middle):Two leaders in distilled water and mineralized
water : Watsons & BonaquaBrand effect
Market Growth (Low):SaturationRising in cost of operationMarket prospect is not too
optimistic
![Page 28: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/28.jpg)
![Page 29: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/29.jpg)
Healthy drinksHealthy drinks
Market Share (Low):Many competitors
Market Growth (High):Hong Kong people are more and more
focused on health Increasing in marketing demand on high
nutrition and healthy drinks.
![Page 30: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/30.jpg)
![Page 31: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/31.jpg)
TofuTofuMarket Share (Low):Enter the market in 2007 Need more time to develop and take the
market share.
Market Growth (Low):Common food.Market demand will not change much.
![Page 32: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/32.jpg)
![Page 33: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/33.jpg)
Vitasoy in ChinaVitasoy in ChinaMarket Share (High):Leading steadily in the Soy milk marketE.g. Guangzhou, Shenzhen, Shanghai over 50%
market share.Sales champion in Guangdong
Market Growth (High):After Melamine incident, more Chinese people
to be emphasis on health and quality of security.
Soy milk is a new concept in China.Great development potential in China.
![Page 34: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/34.jpg)
Vitasoy in ChinaVitasoy in China
![Page 35: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/35.jpg)
StrategiesStrategiesMarkingPromotionInvestmentProducts diversificationProducts customization
![Page 36: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/36.jpg)
MarketingMarketingGrowth StrategySell the product with slot machine,
supermarket, small food shop
![Page 37: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/37.jpg)
PromotionPromotionGrowth StrategyCost of advertisement had increased around 16%Bronze Award of Cannes Lions 2009 in Media
CategoryFor example Package, Advertisement
![Page 38: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/38.jpg)
70th Anniversary with the Launch of 70th Anniversary with the Launch of 70 Specially Designed VITASOY Packs70 Specially Designed VITASOY Packs
1984 advertisementhttp://www.youtube.com/watch?v=RqaW4EpWuVk&feature=PlayList&p=6CD6370206269B15&playnext_from=PL&playnext=1&index=3
![Page 39: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/39.jpg)
SeminarSeminar“Soy: Food of the Future” had been holdInstill the Health Benefits of Soy
![Page 40: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/40.jpg)
InvestmentInvestmentRenewal strategyInstalling new high speed packaging
machine
![Page 41: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/41.jpg)
Products diversificationProducts diversificationGrowth StrategyProduct line is more than thirtyThe market had been segmentation
![Page 42: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/42.jpg)
Products customizationProducts customizationDevelop new products base on healthy,
tasty, need
![Page 43: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/43.jpg)
Evaluation of MarketingEvaluation of MarketingSuccessful element of improving their
saleSelling the product almost anywhereEnhancing and getting a competitive
advantageLeader of the market of soymilk in South
China area
![Page 44: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/44.jpg)
Evaluation of InvestmentEvaluation of InvestmentEstimating the quantity will reach more
than 1,300,000,000 per yearEstimating the time of production will be
spared more than 10%The recourse will be utilized wellEliminating the Weakness of SWOT
![Page 45: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/45.jpg)
Vita throughout the worldVita throughout the world
![Page 46: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/46.jpg)
Comment & Evaluate of ProductComment & Evaluate of Product
wide range◦Different product line
Package
![Page 47: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/47.jpg)
Comment & Evaluate of ProductComment & Evaluate of ProductDevelop new product
![Page 48: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/48.jpg)
Finance ReportFinance Report
(HK $ million)
( Year )
( Year )
(HK $ thousand)
![Page 49: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/49.jpg)
referencereferencehttp://www.vitasoy.com/http://www.vitasoy.com.hk/chi/
main.htmlhttp://www.designerhk.com/forum/
post/2411
![Page 50: M ofinal](https://reader036.fdocuments.net/reader036/viewer/2022062514/557c58d8d8b42a757c8b45bf/html5/thumbnails/50.jpg)
Background imageBackground image