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-Their tactic was to cultivate the undeveloped markets which would be potentially lucrative unlike saturated North American and European markets
-In 1960, Yakult was sold in Taiwan as a first foreign country to sell the product
-Later, the market regions were expanded into other developing countries, such as Brazil, Hong Kong, Thailand, So. Korea, Philippine, Singapore and Mexico
-Until 1990, Yakult was not sold in North America and Europe
-Customers from developing countries tend not to stock up large packages and prefer to consume foods and drinks within one day after their purchase due to their lack of places to preserve those products
-Yakult's individual package is originally mini 65ml bottle, therefore it's not required to minimize the product for consumers in developing countries in the first base
-In developing countries, privately owned-shops and local markets are mainly structured unlike larger supermarket and shopping mall easily accessible with automobiles and bikes in developed countries
-Door to door sales from Yakult lady is the perfect model for selling the product in the third world country
How?
1)Built their own local factories in China investing 100% of their assets by themselves, not joint- ventured with Chinese local companies
⇒Controlling their brand image and quality by their own styles
2)All ingredients are imported from overseas
⇒the fungus (Kazei shirota) is directly imported from Yakult Center of Research in Japan
⇒ Sold with 10 gen (around 125 yen) for 5 packs, twice as expensive as the same-kind products in Chinese market
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