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Executive Summary

The purpose of this report is to examine and do a strategic analysis on the company Yakult (Singapore) Pte Ltd, the leading drinking yoghurt brand in Singapore. Our report attempts to analyze the macroeconomics factors for the entire yoghurt industry in Singapore using the PESTEL framework. Thereafter, Porter 5 forces will be used as a framework to analysis the competitive intensity and also the attractiveness of the yoghurt market in Singapore. Using the above mentioned information we gathered, we can understand how the marco-environment has affected the decision of Yakult (Singapore) on deploying which business strategy. In addition, an internal analysis of Yakult (Singapore) will also be conducted to identify its resources and competencies, using this information we will be able to gain insights into the strategies that Yakult (Singapore) deploys.

1. Introduction

Background Information

Yakult (Singapore) was established in 1979, under the subsidiary of Yakult Honsha Co Ltd. The probotic drink was formulated by Dr Minoru Shirota, and the healthy bacteria which is the main exclusive ingredient in Yakult was named after him (YakultHonsha Co. 2013). It has a multi-million dollar state of the art manufacturing plant in Singapore which produces Yakult, so as to ensure freshness for its Singapore consumer. There are only two products which are under Yakult (Singapore), they are the original Yakult which is a probiotic milk drink which is also known as a drinking yoghurt, and Yakult Ace Light which is a similar version of Yakult but with 30% less sugar and calories. Yakult as a drinking yoghurt is aimed to promote a healthy digestive system and immune system. (Yakult Singapore 2011). It has the largest yoghurt market shares in Singapore currently, overtaking every other drinking yoghurt competitor by a huge margin.

2. Macro-level Analysis (PESTEL)

3.1 Political Analysis

Singapore has one political system that enforces law,...