Inner Mongolia Yili SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2047
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SWOT Analysis of Inner Mongolia Yili with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Inner Mongolia Yili

Parent Company

Yili Group

Category

Food Processing

Sector

Food and Beverages

Tagline/ Slogan

Lead the China Dairy Industry. Build a global leading brand.

USP

Provides more than 1,000 varieties of Yili brand products such as popsicle, ice cream, milk powder, milk tea powder, asepsis milk, yoghurt and cheese

STP

Segment

Business units: liquid milk, ice cream, milk powder, yogurt and raw milk

Target Group

Households/restaurants/individuals

Positioning

Leading its consumers to healthier and happier life

SWOT Analysis

Strengths

1. First Chinese dairy producer to have a network of dairy farms spread all across China.
2. Has the highest quality standard system and management regulations in the world -class quality control system and management regulations. It is the first Chinese dairy producer that introduced the ISO9001 certification, ISO22000 food safety management system certification, the Green-Product Attestation and ISO14001 environmental management system certification
3. Has taken the lead to set up three-layer R&D system in the industry and hundreds of millions of RMB has been invested for new product development
4. Yili has won the title of the Best Chinese Corporate Citizen, thus setting up the standard for responsible corporations in the Chinese business circle

5. Strong operations and good brand presence across the country

Weaknesses

1.Unfavourable relationship between the average block market per pound of cheese and the cost of milk as raw material
2.Pressure from competitive markets
3. Limited global recognition compared to global leaders

Opportunities

1.Upgrading its product portfolio
2.Making huge investments in farm infrastructures
3.Expanding farm development models including independent dairy farms, joint dairy farm with partners and large pastures

Threats

1.Decline in consumer milk consumption
2.Dairy industry supply and demand issues
3.Unpredictable Weather and Environmental Conditions

Competition

Competitors

1. Feihe International, Inc.

2. China Mengniu Dairy Company Limited

3. Shanghai Bright Dairy & Food Co., Ltd


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