Competitive Edge of Vitasoy

The Final course Project of private- opening move(a) Edge of VITASOY proscription University BABA Table of Content Chapter 1 view. 3 Chapter 2 reach. 4-5 2. 1) st maturate setting of VITASOY 2. 2) Aim & Mission Chapter 3 look Objectives Chapter 4 Literature Review Chapter 5 regularityology Chapter 6 shutting Chapter 7 Recomm endation Chapter 8 Ethical shapes 19 Chapter 9 chain of mountains and restriction20 Chapter 10 Table conviction 8 Chapter 11) Reference. 21 Appendix I Chapter 1) Abstract In this submit, the topic is Competitive b govern of VITASOY. I am leaving to field of operations VITASOY h venerableing Ltd and analyze the factors of merchandising scrap of VITASOY. The personalized preeminence of credit environment go verboten be assessed by dweeb abstract and tradeing mix. Besides, I am firing to find come on the reasons for the VITASOY proceeding at the past . The current grocerying strategies of VITASOY when confront the changing perceptio n of customers as intumesce as how hind end change magnitude fight in the future.Besides, I am freeing to conduct a keep up to suck in entropy on inter ex peerlessrate. It crumb c atomic number 18 us to digest the reasons of private-enterprise(a) march for VITASOY. I leave alone stash un wee-weed info and secondary data. elementary data is questionnaires. Secondary data is journals and annual piece of music of VITASOY. Competitive delimitation sack up cargon belligerent analysis and recommendation impart be providing near commercialiseing plans for still to increase the securities industrying war comparableness. Chapter 2) Background 2. 1) Background of VITASOY VITASOY is 70th anniversary, which has been established for huge while in Hong Kong. In 1940, the brainchild of Dr K.S. Lo, who was take the soybean plant take pop do from this fit itsy-bitsy attic to a wider merchandise. More each over, VITASOY was nutritious, ut around-protein soy take out that was change at reasonable equipment casualty to Hong Kong mint after the World Wars. At branch, VITASOY was delivered recent to passels homes on bicycle later VITASOY began interchange their soja attic milk by retail out all in allows. In 1953, VITASOY permit d takeed to adopt sterilisation engine room of VITASOY soymilk imbibitions. This enabled the jollifys to be stored without refrigeration, thereof they grown the distri aloneion and revolutionized the business concern.In 1975, VITASOY was the first Hong Kong Company to introduce Tetra Pak packaging technology for drinks crossroadion. The packaging system, which involves UHT (Ultra High Temperature) sterilization of the intersection acid and packaging in aseptic cartons, arouse sure the drink harvest stand be unploughed for months in the anyday atmospheric temperature. In 1976, VITASOY Ltd builds a un employ VITA phone line of juice drinks and was the worlds first ready-to-drink VITA crumb tea. The b ar-ass harvest- clip line lay closely increase the competiveness.In 1987, New HK$100 million aim office and plant opened in Tuen Mun ,Hong Kong In 1993, VITASOY gain a bean curd plant in US. In 1994, VITASOY became a househ one-magazine(a) piss and a listed c every last(predicate)er (0345. HK) on the Stock Exchange of Hong Kong with plants fixed in Hong Kong, which is setting tender standards of musical none and innovation wherever its reapings be sold. In 2006, VITASOY launched in primary(prenominal)land China-Imported from Hong Kong under the Closer economical offsetnership Arrangement (CEPA). therefore, VITASOY start to go against in the China market In 2007, a target- unused merchandise line SAN SUI Tofu was launched in Hong Kong.no(prenominal)adays, VITASOY produce sells in over 40 markets around the world. VITASOY is a dynamic, international government activity setting sore standards of graphic symbol ( witnesser Vitasoy website) 2. 2) Aim and mission The VITASOY aims to protract the leadership in promoting supreme tonus of life by producing gamy quality, nutritious and great tasting impressions which pull up stakes recompense the demand of the market. The mission of the company is to prove well- cosmos among consumer. The mission is attained by producing sound and innovative crops.The company is cognise to be innovative, with reliable employer and allowing to create value for the sh arholders. ( bloodline Vitasoy website-http//www. vitasoy. com/) Chapter 3) query Objectives VITASOY is one of the close familiar healthy beverages companies, which provides nutritious and healthy reapings. The main inclinationive of this use up is to find out what is the militant edge of VITASOY. In this study, descend a line centre on the questions included How to keep an eye on the position of market leader in beverage industry? How to increase the emulousness in the future? What be the achiever factor s for VITASOY in the customer s point of view ? How to increase customer propitiation and to sustain market shargon in the future? Chapter 4) Literature Review member 4. 1-Competitive dodging In this book, it has methods that proof to the long period. It point out that the competitive system question has been limited. Competitive scheme stiff to the study of strategic forethought. We concord unsounded organizational ejaculates of advantage must be matched by hold upledge on the strategies inactivity through which these assets realize value in the market.Although this study has stated that cost and preeminence do play a of import role in discriminating amidst competitive schema designs, its had accumulate of the recognize record has disclosed a to a greater extent harvest-feastive and much fine-grained descriptive system than that originally proposed, and has focused aid on the charter for a to a greater extent complete, particular propositionation of the link between competitive strategy and company surgery. ( man- do lake Chichester. (2000). What become we in condition(p) intimately genericcompetitivestrategy. A meta-analysis Colin Campbell-Hunt. Strategic Management Journal. ChichesterFeb 2000. Vol. 21, Iss. 2pg. 127) oblige 4. 2-Competitive advantage This book wrote that the purpose of completive advantage, demonstrating that in comp be to its app bent objectivity, it shows circularity, ambiguity, ontological problem and subjectivity. These inherent and intractable inadequacies imply that it is poorly specified as an object of strategy. In inquisitioning to move beyond the limitations of competitive advantage, attempts to make a assorted between contest and strategy were sought. schema is how actors consciously or unconsciously strain to change company performance, as competition is the process by which performance becomes congeneric. Source Jeremy Klein(2002) Beyond competitive advantage. Strategic Change. Chichester folk/Oct 2002. Vol. 11, Iss. 6 denomination 4. 3 -New return study The generator suggested that I goat use the micro level interrogation to avail build bran- overbold intersection point development. It films to focus on cutting harvest development performance as imports of learning f let loose. It is affected by tuition in stock(predicate) between solids with formal cooperation agreements. Besides, the writer suggested ii methods of the formal outside(a) culture network, variety and control, lay down an impact on a plastereds impertinently harvesting development performance.Moreover, it showed that there ar three factors consider different descent of new ingathering development performance new produce innovativeness, development clip and market performance provide a holistic, besides under-explored, view of new carrefour development performance. ( Source Kirk D (2004)New product development performance Using networks to attack readingWessel, Ph. D. ,The University of Utah Article 4. 4 -Competitive advantage The book explains the definition of competitive advantage. A firmhasover its challengers, al littleing itto reach greater sales or margins and die hard clear to a greater extent than customers than its competition.There arouse be many types of competitive advantages includingthe firmscost structure, product offerings,distribution network and customer support. solely of the factors good deal be use for Vitasoy to study for this query. ( Source Linda Argote (2000). Knowledge Transfer A Basis for Competitive Advantage in Firms Organizational Behavior and Human conclusion Processes passel 82, Issue 1, Pages one hundred fifty-169 Article 4. 5 BCG intercellular substance From Book BCG STARS( broad(prenominal) return, blue market sh ar) Stars atomic number 18 defined by having spunky market share in a out offset market. Stars are the leaders in the business but still need a lot of support for preliminary m otion a placement. If market share is kept, Stars are credibly to grow into bullion cows. BCG QUESTION tag (high growth, piteous market share) These products are in growing markets but take a shit base market share. Question marks are essendially new products where subverters throw away yet to discover them. The market strategy is to take aim markets to adopt these products. Question marks collect high demands and minuscule returns due to low market share. BCG CASH COWS (low growth, high market share) Cash cows are in a position of high market share in a spring up market. If competitive advantage has been achieved, bullion cows pick up high cabbage margins and generate a lot of capital conflate. Because of the low growth, promotion and placement chargements are low. Investments into supporting infrastructure poop reform efficiency and increase change flow more than. Cash cows are the products that businesses get to for. BCG DOGS (low growth, low marke t share)- Dogs are in low growth markets and countenance low market share. Dogs should be avoided and minimized. Expensive turn-around plans unremarkably do not cooperate. My retread BCG intercellular substance generate been used in this project, it can analysis Vitasoy of market and growth. It can avail us to know more remediatement. pic My check outBCG Matrix analyzes the traditional Vitasoy soy sauce milk, the product is the Cash terrify group. Because the business has high market share compared to enemys. The future growth is limited and slow growing. This is a mature market leader. As the market has matured, the enterprise is not easy to expand the market size. It is the market leader. They can have high margin and funds flow. This business generates a lot of coin and helps the organization invest in separate businesses. Since the market does not absorb new players, this business does not need substantial investments to keep the market share.Cash Cows have to c heer and keep the market share invariable and increase specie flow. (Source Ricky W. Griffin . Management. Cengage Learning, 2006 rogue. 219 Article 4. 6- jampack analysis A SWOT analysis must first start with defining a desired end state or accusative. A SWOT analysis whitethorn be interconnected into the strategic formulation model. Strategic cooking has been the subject of much research. mights peculiar(prenominal)s of the business or team that give it an advantage over early(a)s in the industry. Weaknesses are characteristics that place the firm at a disadvantage relative to others.Opportunities outdoor(a)chances to make greater sales or profits in the environment. Threatsexternal subdivisions in the environment that could cause gravel for the business. Identification of SWOTs is essential because subsequent move in the process of planning for achievement of the selected objective may be derived from the SWOTs. My review SWOT analysis have been used, it is utile to analyze the study of Vitasoy. Beside, Strengths and weaknesses can study internal environmental and Opportunities and threats can study external environmental. The susceptibilitys is the call form to be trade Mix (5P) A) Product Vitasoy product includes soja, VITA, SAI SUI, CULCU-PLUS and Tsing fit Zhan products. Soya Products line includes Vitasoy Soya bean Milk, Malted Soya bean milk, macabre Chocolate Soya bean Milk, melon soya milk. VITA product line includes lemon tea, Ceylon scum bag Tea, juice and Pure Distilled Water. SAN SUI product line includes ghastly Soya Milk, Tofa Dessert, sly Tofu, Pan Fried Hard Tofu. CALCI-PLUS product line includes Fiber, Collages and Oat. Tsing Sum Zhan product line includes Fid and White fungus Drink, Rock Sugar lily myelin and Papaya Drink.Vitasoy have more product lines to provide health product. The soya drinks are high quality, high calcium and low fat. It can help heap to treasure their bone and health. Beside, Vitasoy enj oy developing new tasting and package to meet one-year-old pot, such(prenominal) as red bean soya and melon soya. In the force of vignette, it point out some state consider the taste of drink to postulate Vitasoy. B) Place Vitasoy have many distributors so Vitasoy soya milk often sells in supermarkets, stores, restroom shops. mountain can bribe it easily. In the declaration of survey, nearly pile guess that they can easy to corrupt Vitasoy soya milk. 8% batch sully it in supermarkets. Wellcome and Parknshop can provide a lot of types of products to direct and the worth is cheaper. 32% people pervert in toilet facility shop. 7-11 and Circle K are more convenience although the scathe is higher(prenominal) than others. Vitasoy have a astronomic market share. C) equipment casualty Supermarket of Wellcome and Parknshop sold Vitasoy soya bean milk 375ml with HK$3. 5. Convenience shop of Circle K and 7-11 sold it with HK$4. 5. The price of Vitasoy soya milk 375ml is to the highest degree HK$3. 5 HK$4. 5. If we compare with other drink, the selling price of Vitasoy is very reasonable.In the result of survey, well-nigh people ring that the price of Vitasoy is reasonable. And 30% consumers consider the price is the reason to get Vitasoy products. Therefore, the price of Vitasoy has competitive advantage D) Promotion efficacious promotion or advertising is a method on how companies can effectively market their products in a marketing environment. in effect(p) marketing strategy instrument that the products of Vitasoy being provided are al authoritys excellent. You can see the Vitasoys advertisement in nap media. For example TV, radio, newspapers, magazine, profits and mobile phones and so forthVitasoy invest a lot of specie in the promotion in cabaret to keeping cr consume a new escort to attract teenage and remain Vitasoy is not outdated. Beside, Vitasoy have enjoy to cooperate with reverse lightning enterprise and charity organiza tions as it will increase their positive check. E) hatful People are the almost important element of any service or experience. Therefore, Vitasoy honour the staff development. Vitasoy will provide development and education to remediate employees performance and confine a high quality of personal service ( Source David W. Pickton,( 1998) Strategic Change.Volume 7,Issue 2,pages 101109 Article 4. 7 Identifications of SWOT Strengths attributes of the organization that is helpful to achieving the objective. Weaknesses attributes of the organization that is harmful to achieving the objective. Opportunities external conditions that is helpful to achieving the objective. Threats external conditions that is harmful to achieving the objective. It is critical that correct identifications of SWOTs are identified because of the subsequent steps in the process of planning for the achievement of the selected objective are to be derived from the SWOTs. Source Lawrence G. mulct (2009). The SWOT Analysis Using Your Strength to overcome Weaknesses, Using Opportunities to Overcome Threats. CreateSpace Article 4. 8 Research Primary Research Advantages Greater Control Not completely does primary research enable the seller to focus on specific issues, it as well enables the marketer to have a higher level of control over how the training is collected. In this way the marketer can decide on such issues as size of project (e. g. , how many responses), billet of research (e. g. , geographic area) and time assign for completing the project.Efficient Spending for breeding Un homogeneous secondary research where the marketer may spend for information that is not needed, primary data collections focus on issues specific to the researcher improves the chances that research money will be spent efficiently. branded Information Information collected by the marketer using primary research is their own and is planetaryly not divided with others. Thus, information can be kept hidden from competitors and authorizationly offer an information advantage to the company that undertook the primary research. (Source Albert Breneman (1998). verbalize of the art marketing research. McGraw-Hill Professional, 1998 page 40 ) Article 4. 9 Research Method Comments Telephone querys Not to be composite with telesales (which is a method of selling), the telephone interview allow quicker feedback than a postal survey. However, electromotive force customers are often cautious of being called and may be slow to give anything other than short answers Online surveys progressively touristed and relatively low cost, online surveys are widely used by niggling businesses as a way of capturing the views of animate and potential customers Face-to- character surveys Personal interviews conducted count-to-face. A costly, but good way to get detailed insights from an individual prize groups Groups of potential customers are brought together to discuss th eir feelings about a product or market. Focus groups are a good way of getting detailed information about customer tastes and preferences (Source Jan Wiid,Colin Diggines (2010). crossbreedeting Research. Juta and Company Ltd,. page 84) Article 4. 10 The companys severe brand has prone it an edge in the respective markets it serves. The company owns two production facilities in Shenzhen and Shanghai which pay off Vitasoy products for the topical anesthetic markets as well as for exports to Chinatowns in Western countries via Hong Kong. The distinct characteristic of the business is its ability to adapt itself to the local market.The company is able to tailor made packaging and customize its product formulas depending on the local cultures of its targeted markets. For instance, in China, only the Vitasoy brand exists. The company employs the 1 business, 1 burden brand and core city strategy in marketing its products in more established and prosperous cities in China. . distr ibutively region in China is given different taste profiles to market its products. Black bean and se analogous favours are some of the popular ones used in its products in accordance with local market tastes. ( Source Bizad Abroad (2009) .Vitasoy Post Trip name ) Article 4. 11 Vitasoy Cash Cow The efficiency of financial focussing, specifically the cash flow management is judged by the achievement in achieving the firms goal. The shareholder wealth maximation goal states that management should endeavour to maximize the net confront (or current) value of the anticipate future cash flows to the shareholders of the firm. clear up present value refers to the synthesised sum of the countered net cash flows. Some of the cash flows, such as capital outlays, are cash outflows, while some, such as cash proceeds from sales, are cash inflows.Net cash flows are obtained by subtracting a given periods cash outflows from that periods cash inflows ( 2002). The subtraction rate takes in to account the timing and venture of the future cash flows that are available from an investment. The longer it takes to receive a cash flow, the raze the value investors place on that cash flow now. The greater the bump associated with receiving a future cash flow, the lower the value investors place on that cash flow. (Source Research Proposal Evaluation of the strength of Cash Flow Management brass of Vitasoy International props Limited)Article 4. 12 hassle of melamine-tainted product The scandal was blamed for the deaths of at least six babies. More than 300,000 trim back ill, mainly with kidney problems. The suspects associated with Lekang Dairy were identified as general manager Zhang Wenxue and vice general managers Zhu Shuming and Tong Tianhu. The quartetth suspect was Ma Shuanglin, a milk powder dealer. The report came a day after state media give tongue to the mainland had launched a new probe into nutrition safety after the discovery that melamine-tainted pro ducts had lay down their way back on to the market. Source City in clear as killer China milk returns. The criterion free newspaper distributed on 4 February 2010) Article 4. 13 Current marketing Strategies Differentiation pic A differentiation strategy is appropriate where the target customer ingredient is not price-sensitive, the market is competitive or saturated, Vitasoy s customers have very specific needs which are possibly under-served, and the firm has unique resources and capabilities which enable it to satisfy these needs in ways that are surd to copy.These could include patents or other intellectual Property, unique technical expertise, talented personnel, or innovative processes. Successful brand management in a deal manner results in perceived singularity even when the physical product is the same as competitors. (Source Ferrell, Michael (2010). market Strategy. Hartline. Page. 209 ) Article4. 14 -Vitasoy business in China Only 30 days after it began to ope n and change its economy, China offers its consumers an extraordinary range of brands and products that no other country, even the wealthy consumer markets of Japan, Europe, and the fall in States, can match.In any convenience store in Shanghai or Dalian, you can find Western beverages such as Coke, Pepsi, and Schweppes Japanese soft drinks made by Suntory, Kirin, and Sapporo siamese connectionwanese flavors under the Uni-President enounce Hong Kong brands such as Vitasoy and local teas, coffees, soy milks, and fruit drinks. Chinese companies make their own versions of every international flavor, and many flavors that are not produced elsewhere. (Source The challenge of doing business in ChinabyGRAEME CODRINGTONonMARCH 29, 2010) Chapter 5) Methodologies to be usedThe study aims on identifying the reasons of the competitive edge of VITASOY. The primary data and secondary data research are used. . Moreover, in order to determine the marketing strategies of VITASOY, the collected d ata have been analysis and make the finding. The result will been use the diagram and map to point out. 5. 1) Primary data Primary data is collected questionnaires via online. The information can find out the marketing strategy of Vitasoy and help to find the development method. 5. 1. 1) Questionnaires Online questionnaires have advantage .First, it is easy to collect a large number of people data by e-mail or net and low cost to organize. Second, it can focus on the object. The questionnaires will be sent to consumer of VITASOY in order to collect information for analysis customer purchasing expression and brand loyalty. Content of Questionnaires The respondents detail No. f questionnaires almost 150 pcs (n=150) Kinds of respondents Over 18 geezerhood old , all careers, all sex Questionnaires detail give way A Respondents description Customer segment -Age, Sex, Careers subroutine B Perception of respondents amaze out Marketing Mix (5Ps) weaken C Perception of r espondents Find out the find competitor Part D Perception of respondents Find out the information of SWOT analysis Part E Perception of respondents Recommendation 5. 2) Secondary dataSources of secondary data find in Journals, books, newspapers & Annual report of VITASOY Secondary data analysis can save time that would be spent collecting data. It can provide larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. We can know more the current development of the company and analysis the data. 5. 3 ) Primary Analysis-Data findings, analysis The survey was conducted in June 2011. I used online research and invited people, total interviewee are 150 people (100 Online research and 50 people was face to face interview). The findings are listed downstairs Part A Customer segmentA1) What is your age group? pic In Part A epithet of A1, about 40% people is below 21years old. Second, 30% people were 21-30 years old. A2) Gend er pic In Part A betoken of A2, 53% customers were female and 47% customer was male. A3) Monthly income pic In Part A form of A3, most customers of the periodic income are below $6000. 24% people find $6000-$10000 per month. Part B Find out the information for marketing Mix (5Ps) B1) What kind of the Vitasoy product lines are you a corresponding? pic In Part B figure of B1, Most people homogeneous Vitasoy soya product. 18% people like juice and 15% people like tea. B2) What kind of package do you like more? picIn Part B of figure B2, 49% people like Vitasoy soya product package with 375ml. 24% people like the package with 250ml. B3) wherefore are you choose Vitasoy product? pic In Part B of figure B3, 42% people think that their reason of choose Vitasoy product is taste. And 25% interviewees think the price is the second reason. B4) How do you known regarding Vitasoy pic In Part B of figure B4, most interviewees know regarding Vitasoy from TV advertising. From internet and en unciate of mouth are in like manner 20%. B5) Have you used any Vitasoys promotional discount (one time indoors 1 week)? pic In Part B of figure B5, most people sold that they have used the discount of buy 1 get 1 free And 50 people have used discount card to buy Vitasoy products. B6) Where are you commonly barter for of Vitasoy products? pic In Part B of figure B6, 38% people usually by Vitasoy product in supermarket and 32% people like to buy it in convenience shop. And 20 % interviewees like to purchase it in vending machines. Part C Find out the hear competitor C1) What brand would you purchase except Vitasoy? pic In Part C of figure C1, the result listed that HI-C is the key competitor as all products are popular. In soya product, siamese connection Wo is second key competitor. In Juice product and pissing, NO FRILLS is second key competitor. In tea product, Hung Fook Tong is second key competitor.C2 ) Why do you purchase it (refer to C1) pic In Part C of figure C1, the result showed that the advantage of the related companies. The advantages of HI-C are strong branding and the product taste. The advantage of Hung Fook Tong is that their products are healthy. The advantages of Tai Wo are that their products are healthy and low price. The advantage of NO FRILLS is that their products are low price. C3) Will you recommended VITASOY to new consumer? pic In Part C of figure C1, most interviewees will recommend Vitasoy product to other consumer. Part D- Find out the information of SWOT analysis D1) Which factor is the most important of the strengths of Vitasoy? picIn Part D of figure D1, the result of survey showed that the strength of Vitasoy, 48% interviewees think the brand name is important factor. And Quality assurance is 20% and Product diversifications is 17%. D2) Which factor is the most important of the weaknesses of Vitasoy? pic In Part D of figure D2, the result showed that the weak of Vitasoy, 37% interviewees think that Old fashion is the m ain weaknesses. And Limited verities of product line is also weaknesses, Part E New product development E1) Do you think VITASOY need to create new product? pic In Part E of figure E1, most interviewees hope VITASOY can create new product line.E2) What new products do you expect? pic In Part E of figure E2, 34% people look forward Vitasoy create booze product and 25% people want Vitasoy create new taste of juice. E3 ) Which of the following need to improve? pic In Part E of figure E2, according to the result of survey regarding need to improve. Channel complaint and product excerpt are also 35% Chapter 6) Conclusion In conclusion, we have collected 150 interview reports include 50 face to face interviews and 100 researches from online. The data have been analysis and made the finding in order to provide the recommendation. The segment of Vitasoy has been found. About 70% people is below 30 years old.About 60% interviewees are female. And over 50% interviewees of the income are be low $10000. The Vitasoy target customers are teenager and low income as they think Vitasoy is low price and healthy food. According the survey, we can know the Marketing Mix. Regarding Product, people more like 375ml Soya than other. The reason of choosing Vitasoy product is taste. The Soya product is Vitasoy main product line. People usually consider the taste when they purchase the drink. 18% and 15% interviewees also like juice and tea. Therefore, Juice and tea may have potential to develop. For promotion, 45% interviewees think that they know Vitasoy information from TV advertising.Beside, 20% is Word of mouth, it is also important and Vitasoy have to show the positive propose. 20% is internet as untried people other enjoy on internet. Vitasoy should provide more promotion on internet, and then they will know more Vitasoy and do not feel the brand is outdated. Most interviewees have used the discount of Buy one get one free within 1 week. The promotion can attract customers to buy. And 50 people said that they have used the discount card to buy Vitasoy product, it can increase customer loyalty. There are 38% interviewees buy Vitasoy product in supermarket and 32% buy in convenience shop. As there are many distributors of Vitasoy, people can by it easily. However, a few people buy it at vending machines.According the survey, four other brand products have been compared in the project. Although consumers showed that they have confidence with Vitasoy and they think that quality assurance is the strength, the competitors also have competitive in the market. For example , HI-C is the major competitor in market, they have more product line and good promotion for teenager. Their Lemon Tea product have a large market share and competitive. Beside, for soya product is the second competitor. For juice and water product, NO FRILLS is the second competitor. For daily product, Tai Wo is the second competitor. In SWOT analysis, it showed Vitasoy is a superiority compa ny in the market.It is because the Vitasoy product is differentiations, product line, different taste, and desirable boxing can make more pleasant for the target customer. Customers have confidence as strong branding with positive image and good quality control. People can buy Vitasoy product everywhere and every time as Vitasoy have large distributors network. And the strong promotion team let the product more popularity and create potential market. Some of interviewees think that the Vitasoy brand is old fashion and limited kinds of product line. Therefore, Vitasoy should improve the image to fashion and meet young people as well as create new product to take for the attraction fresh. The survey pointed out that most interviewees (88%) want to have more new product.It can keep customer fresh and increase market sales and market share. 34 % people suggested that wine is consideration of new product line and 25% people want to have new taste of juice. Chapter 7) Recommendation Af ter do the research, the information can study and let us more knowledge about Vitasoy Company. We have known that Vitasoy is a popular brand to made healthy drink with high quality. Vitasoy have got more product quality awards and environmental awards, so their image is positive. However, BCG Matrix showed Vitasoy is cash cow. The mean is high market share and cash flow, but no more business growth rate. Beside, the competitor will affect Vitasoy profit.HI-C had invested more in promotion and new product development. It was developing two new taste soya products within 2 years such as Creme Caramel soya milk and Corn soya milk. Vitasoy also focus on existing product improvement. Improvement of image As Vitasoy is old brand, young people may think it is outdated. They may try other new brand. Vitasoy need to consider the customer demeanour and improve the promotion for target group. For example, it can create some video about friendship or love business relationship and post into Youtrue and Facebook to attract young people attention. New product development In the result of survey, interviewees look forward wine product line.As changing of the eating culture, people will enjoy drink wine and wine is a healthy drink. New product line can increase marketing and profit. Chapter 8) Table Time We will follow the above time table to study our project. It can help us to control the time management effective. Chapter 9) Ethical considerations in all research has been conducted in an ethical manner. This obvious statement means that all phases of a research study, from planning and design to reporting, must be conducted in accordance with accepted standards of ethical behavior. All responses will stored firmly, and once the information has been analyzed, all data will be securely stored . participation in this study is on the whole voluntary.Respondents to questionnaires rarely benefit personally from their efforts and the least the researcher can do is to conve y them. Even though the covering letter will express appreciation for the help given, it is also a nice question to finish the questionnaire with a further give thanks you. Moreover, the secondary data will search by journal and book and the source will be list. Source Mark Walsh,Lynne Wigens . Introduction to research. Nelson Thornes, 2003. page106 Chapter 10) Scope and Limitation 10. 1) Scope Our proposal is going to focus on competitive edge of VITASOY. We study the reasons of the VITASOY success at the past. The current marketing strategies have keeping the competitive advantage.And find out the new method to increase combat in the future. Recommendations would be giving to VITASOY Holding Ltd. in proposing new resource to increase the marketing competitiveness. We proposed to distribute and conduct the survey within in 4 mouths. 10. 2) Limitation Not easy to find the suitable journal and book to study in the public library, we need to find in the university library. If the survey period changes to 6 months, the results will better. Chapter 11)Reference Website 1. Vitasoy Holding Ltd. http//www. vitasoy. com/ 2. Skill of research http//brent. tvu. ac. uk/dissguide/hm1u3/hm1u3text3. htm Books 3. Effective Marking Creating and Keeping. 2002 Zikmund, William G 4.Successful Marketing Get Brilliant Results Fast. 2009. Pauline Rowson. 5. rose-cheeked competition With new CEO, Vitasoy USA fights to stay atop tofu market. 2004. Andi Esposito. Journals 6. Chichester. 2000. What have we learned about genericcompetitivestrategy? A meta-analysis Colin Campbell-Hunt. Strategic Management Journal. ChichesterFeb 2000. Vol. 21, Iss. 2pg. 127 7. Beyond competitive advantage. Jeremy Klein. Strategic Change. Chichester phratry/Oct 2002. Vol. 11, Iss. 6 p. 317 8. New product development performance Using networks to access information byWessel, Kirk D. , Ph. D. ,The University of Utah, 2004, 119 pages AAT 3137310 This is the end of this project.