Strama Report
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Transcript of Strama Report
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7/29/2019 Strama Report
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In 1930, Dr. Minoru Shirota, who was conducting research in amicrobiology lab at the Medical Faculty of Kyoto University in
Japan, became the first person in the world to succeed inculturing a strain of lactic acid bacteria beneficial to humanhealth. This bacterium was named "Lactobacillus caseiShirotastrain" after Dr. Shirota.
At that time, Japan was not a wealthy nation, and many childrenlost their lives to infectious diseases and other maladies broughton by malnutrition. Deeply concerned about these conditions, Dr.Shirota was determined to focus his efforts on preventivemedicine, and turned his attention to the study ofmicroorganisms. He set about developing a stronger strain oflactic acid bacteria which would work to destroy the harmful
bacteria living in the intestines, and therefore improve andmaintain the health of human beings. The result of his effortswas the successful culturing ofLactobacillus caseiShirota strain.
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Dr. Shirota then began working together withsupporters to make a delicious, yet affordablypriced drink incorporating the Shirota strainso that many people could enjoy the benefits
of the microorganisms.
His dedication led to the development ofYakult, a cultured milk drink, which wasintroduced to the market in 1935
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Yakult was introduced to the Philippines in 1978.Its popularity among Filipinos has significantlygrown in the past 33 years.
The Yakult Plant at Barrio Makiling, CalambaLaguna is one of Asias best production facilities
in terms of technology, sanitation and qualitycontrol. Here, the Yakult product is produced in a totally
sanitized environment following strict quality controlstandards. It is produced with minimal humanintervention using modern and technologically
advanced, state-of-the-art facilities to ensure non-contamination of the product. Rigid quality controlprocedures assure the conformity of the product withthe world-renowned Yakult formulation.
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Dr. Minoru Shirota
Lactobacillus
caseiShirota strain.
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Yakult's mission is to contribute to the healthand happiness of every person around theworld through the pursuit of excellence in lifesciences and the study of microorganisms.
We continue to spread the message ofpreventive medicine and the benefits ofprobiotics, such as Lactobacillus caseiShirota.One by one, city by city, country by country,we deliver this message in the shape of asmall bottle - a bottle that contains around 8billion live and active good bacteria.
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Yakult pushes forward with the quest for new
possibilities for probiotics in the academic andmedical fields. We work with doctors, scientists
and dietitians worldwide to help people withmedical conditions and find ways our probioticscan be used to help people suffering. Yakult'sresearch has led to many significant medical
advances, even beyond the Probiotics field, suchas the development of the Campto Injection, thefirst-line drug for colon cancer in the world.
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It is well established in Asian countries andknown to be popular among Asian communitiesin Australia;
It is targeted at everybody, using the slogan
"Every body. Every day.; Like the Australians, they have embraced healthy
lifestyles and see products like Yakult as having aplace in their diet;
Well established. Yakults benefits have beenscientifically established; and
It is fat free and contains no added preservatives.
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It needs to be refrigerated, so some outletswould be unsuitable;
The small size of Yakult means it is notvisible amongst other refrigerated products in
some refrigerators; People are confused about its packaging size; It only has a shelf life of 40 days; The product needs to be kept under 10
degree C. It can be a major challenge intransporting the product citing poorcold storage chains and infrastructure.
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To be included as part of the breakfast menu inhotels or fast food outlets;
The advertising campaign using the Yakult cartooncharacter, which is already well established. Thecartoons can be used to appeal to children;
Adding Yakult to other foods, for example,milkshakes;
Awareness through newspapers, doctors andadvertisements;
Create more Yakult ladies who delivers the productsstraight at home; and
Research on increasing the shelf life of the productdue to poor infrastructure and cold storage chains.
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Factors Weight Rating Weighted scoreRecruitment ofYakult ladies
.2 3 .6
Adding moreproductionplants
.2 2 .4
Giving awayrefrigerators to
retailers(exclusive Yakultproducts only)
.1 2 .2
Increasing brandproducts
.1 2 .2
Adapting theeconomicclimate
.15 3 .45
Expansions .05 2 .1
Recruitment of
trainedmanagers and
.2 3 .6
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Net sale $3,173,354Net income $166,750
Operating income $225,024
At the year end
Total assets $3,845,686Total liabilities $1,185,655
Total share holders equity
Total equity $2,660,031
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Financial Position RateLeverage 3
Liquidity 2
Working Capital 2
Cash Flow 3
Total 11
Industry Position RatingGrowth Potential 4
Page Profit potential 2
Financial Stability 4Resource utilization 3
Total 13
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Stability Position RateTechnological Changes 3
Price range of competing products 3
Competitive Pressure 2
Price elasticity of demand 3
Total 11
Competitive Position RateMarket share 1
Product quality 3
Customer Loyalty 3Product life cycle -1
Total 6
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Conclusions FP Average = 11/4 = 2.75
IP Average = 13/4 = 3.25
SP Average = -11/4 = 2.75 CP Average = -6/4 = 1.5
Space Matrix Coordinates:
X-axis: CP+IP or (3.25+1.5) = 4.75 Y-axis: FP+SP or (2.75+2.75) = -5.5
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