Swot Analysis Of Ajinomoto

AJINOMOTO CANOLA OIL
MARKETING PLAN
I. EXECUTIVE SUMMARY

Ajinomoto Philippines Corporation (APC) is an associate of Ajinomoto Co., Inc. (AJICO) based in Tokyo, Japan. APC lives by its promise to give consumers products that will make healthy and nutritious meals delicious. Ajinomoto being the leading developer and manufacturer of ingredients and additives used in the Food and Beverage industry, has produced, evolved, and improved its products in accordance with the customer’s needs and wants.

This will be the first time that Ajinomoto will produce cooking oil for the Philippine market specifically in Metro Manila. There will be few threats and weaknesses but several strengths and opportunities for the implementation of this product.

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ENVIRONMENTAL ANALYSIS

Ajinomoto being the leading developer and manufacturer of ingredients and additives used in the Food and Beverage industry, has produced, evolved, and improved its products in accordance with the customer’s needs and wants.

A. MARKETING ENVIRONMENT

1. COMPETITIVE FORCES

- The competition in cooking oil industry is quite huge. From horizontal competition among several companies offering the same product to other substitute products that can be classified as competitors, too and the threat of new entrants.

2. ECONOMIC FORCES

- The labor market confirmed that unemployment rate in the Philippines including the Metro Manila rose to 6.6% in the first quarter of 2017 from 4.7% last year in the agricultural sector as a result the typhoons that hit the country. The inflation rate was also increasing from 2.7% to 3.3%that resulted to higher consumer prices.

3. POLITICAL FORCES

- There are no expected political forces that could affect the operations of Ajinomoto Cooking

V. MARKETING STRATEGIES

A. TARGET MARKET(S)

- Retailers such as Supermarkets or Hypermarkets that are found in malls, grocery stores, and the like.
- Household consumers such as mothers and any individual who cooks.

B. MARKETING MIX

1. PRODUCT

- Canola oil is now one of the world’s most important oilseed crops and most profitable commodity. The use of this oil has increased over the few decades. Canola oil is healthy since this contains omega-3, omega-6 and omega-9 fatty acids that are good for the heart. This oil is extracted from rapeseed. Heart ailments cases are now increasing, so many people prefer to use safe and healthy such canola oil since this oil have multiple benefits.

2. PRICE

- Canola oil is a highly fragmented market. The value of this product is in its low and affordable price.

3. DISTRIBUTION

- Ajinomoto uses indirect marketing through retailers. Retailers sell products directly to the consumers and final users. Since retailers are selling it for personal consumption, these goods are being sold in small quantities.

4. PROMOTION

- Applied strategy will be sales promotion. Ajinomoto will offer discounts and promos to bulk orders of the