In 1930, Dr.

Minoru Shirota, who was conducting research in a microbiology lab at the Medical Faculty of Kyoto University in Japan, became the first person in the world to succeed in culturing a strain of lactic acid bacteria beneficial to human health. This bacterium was named "Lactobacillus caseiShirota strain" after Dr. Shirota. At that time, Japan was not a wealthy nation, and many children lost their lives to infectious diseases and other maladies brought on by malnutrition. Deeply concerned about these conditions, Dr. Shirota was determined to focus his efforts on preventive medicine, and turned his attention to the study of microorganisms. He set about developing a stronger strain of lactic acid bacteria which would work to destroy the harmful bacteria living in the intestines, and therefore improve and maintain the health of human beings. The result of his efforts was the successful culturing of Lactobacillus caseiShirota strain.

Dr. Shirota then began working together with supporters to make a delicious, yet affordably priced drink incorporating the Shirota strain so that many people could enjoy the benefits of the microorganisms. His dedication led to the development of Yakult, a cultured milk drink, which was introduced to the market in 1935

Yakult was introduced to the Philippines in 1978. Its popularity among Filipinos has significantly grown in the past 33 years. The Yakult Plant at Barrio Makiling, Calamba Laguna is one of Asias best production facilities in terms of technology, sanitation and quality control.
Here, the Yakult product is produced in a totally sanitized environment following strict quality control standards. It is produced with minimal human intervention using modern and technologically advanced, state-of-the-art facilities to ensure noncontamination of the product. Rigid quality control procedures assure the conformity of the product with the world-renowned Yakult formulation.

Dr. Minoru Shirota

Lactobacillus caseiShirota strain.

Yakult's mission is to contribute to the health and happiness of every person around the world through the pursuit of excellence in life sciences and the study of microorganisms. We continue to spread the message of preventive medicine and the benefits of probiotics, such as Lactobacillus caseiShirota. One by one, city by city, country by country, we deliver this message in the shape of a small bottle - a bottle that contains around 8 billion live and active good bacteria.

Yakult pushes forward with the quest for new possibilities for probiotics in the academic and medical fields. We work with doctors, scientists and dietitians worldwide to help people with medical conditions and find ways our probiotics can be used to help people suffering. Yakult's research has led to many significant medical advances, even beyond the Probiotics field, such as the development of the Campto Injection, the first-line drug for colon cancer in the world.

It is well established in Asian countries and known to be popular among Asian communities in 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 a place in their diet; Well established. Yakults benefits have been scientifically established; and It is fat free and contains no added preservatives.

It needs to be refrigerated, so some outlets would be unsuitable; The small size of Yakult means it is not visible 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 in transporting the product citing poor cold storage chains and infrastructure.

To be included as part of the breakfast menu in hotels or fast food outlets; The advertising campaign using the Yakult cartoon character, which is already well established. The cartoons can be used to appeal to children; Adding Yakult to other foods, for example, milkshakes; Awareness through newspapers, doctors and advertisements; Create more Yakult ladies who delivers the products straight at home; and Research on increasing the shelf life of the product due to poor infrastructure and cold storage chains.

Factors Recruitment of Yakult ladies

Adding more production plants

Weight .2
.2

Rating 3
2

Weighted score .6
.4

Giving away .1 refrigerators to retailers (exclusive Yakult products only) Increasing brand .1 products
Adapting the economic climate Expansions .15

.2

2
3

.2
.45

.05

.1

Recruitment of trained managers and

.2

.6

Net sale Net income

Operating income At the year end Total assets Total liabilities Total share holders equity Total equity

$3,173,354 $166,750
$225,024 $3,845,686 $1,185,655 $2,660,031

Financial Position
Leverage Liquidity Working Capital Cash Flow Total

Rate
3 2 2 3 11

Industry Position Growth Potential

Page Profit potential Financial Stability Resource utilization Total

Rating 4
2 4 3 13

Stability Position
Technological Changes Price range of competing products Competitive Pressure Price elasticity of demand Total

Rate
3 3 2 3 11

Competitive Position Market share

Product quality Customer Loyalty Product life cycle Total

Rate 1
3 3 -1 6

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