2.1 Address of headquarters
Yakult is first introduced in Japan in 1935 while the date of incorporated is April 9, 1955. The Yakult Central Institute is established in Kunitachi, Tokyo during 1967. Yakult was officially established in Malaysia in 2003 and they began to produce Yakult products in Malaysia since 2004 (Yakult (M) Sdn. Bhd. 2018). There is only one Yakult factory or we called as manufacture plant in Malaysia which is located in Seremban, Negeri Sembilan, and the address is 276, Jalan Haruan 1, Oakland Industrial Park, 70300 Seremban, Negeri Sembilan.
While the Yakult’s Head office is in Glenmaria, Shah Alam. This factory produces Yakult for the whole of Malaysia, as well as for export to neighbouring countries such as Singapore. (StudyMoose.com 2019)
2.2 Number of branches or outlets
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Although Yakult is officially established in Malaysia in 2003 but the business is only expanded to East Malaysia during 2013. According to figure 1.1, there are totally 21 branches in West Malaysia and 4 branches in East Malaysia. Besides that, there are branch offices in Johor Bahru, Melaka, Penang, Kuantan, Ipoh, Seremban and Kota Bharu (StudyMoose.
com 2019). Yakult currently employs over 260 people throughout Malaysia. Their employees include production workers, sales consultants, customer service officers, administrative staff and managers.
2.3 Location and retail strategy
According to Yakult company profile 2018-2019, Yakult (M) Snd Bhd conducts direct sales activities and helps to promote health in a familiar environment. In order to keep up with the changing lifestyles of their customers, Yakult (M) Snd Bhd offers products through a variety of channels, including supermarkets, convenient stores, and in prepared meals offered at schools, hospitals and care facilities, which have high visibility and availability.
For instance, customers can buy their product from supermarket such as Tesco Extra, Jaya Grocer and convenient store such as 7-eleven. They also assist in supporting health management by supplying products to companies. Apart from that, vending machines offering dairy and other products unique to Yakult are also popular.
2.4 Marketing system and distribution channel
Yakult has a strategy of direct marketing where the consumers can order the product through home delivery in Malaysia since 2008. Yakult has a DM (Direct Marketing) team of ladies known as Yakult ladies who visit homes, educate the homemakers about the product and also regularly supplies the product. This ensures that the product is being regularly used by the consumers and also the Yakult ladies will be able to answer the doubts of the consumers (Academia 2019). There are few distribution channels such as market intermediaries, Yakult trucks and home delivery service. First of all, market intermediaries refer to Yakult sells their products through several retailer outlets such as major supermarkets, hypermarkets and stores.
For example, Jaya Jusco, Tesco, Giant, Mydin. Apart from that, Yakult also sell their products through mobile selling by using their own Yakult trucks. Sometimes, Yakult trucks can be seen at night market or primary schools. Last but not least, in Year 2007, Yakult started a special home delivery system in Malaysia via Yakult Ladies. They visit housing areas to deliver Yakult right to customer doorstep. The delivery service is free. However, it is only available in certain areas for now. Selangor, Kuala Lumpur, Melaka, Seremban, Penang, Johor and Perak are the only area that Yakult cover so far. (StudyMoose.com 2019)