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COMPANY PROFILE

Corporate name YAKULT HONSHA CO., LTD.

Date founded 1935

Date incorporated April 9, 1955

Head office 1-19 Higashi Shimbashi 1-chome, Minato-ku, Tokyo, Japan

Telephone 03-3574-8960

Paid-in capital 31,117.65 million

Annual account settlement date March 31

No. of employees 2,903including 437 employees temporarily assigned to other companies and contract employees (311 employees temporarily assigned and 126 contract employees) (as of March 31, 2011)

Main banks Mizuho Bank, Resona Bank, Bank of Tokyo-Mitsubishi UFJHISTORY

In 1930, Dr. Minoru Shirota, who was conducting research in a microbiology lab at the Medical Faculty of Kyoto University in Japan, became the first person in the world to succeed in culturing a strain of lactic acid bacteria beneficial to human health. This bacterium was named "Lactobacillus casei Shirota strain" after Dr. Shirota.

At that time, Japan was not a wealthy nation, and many children lost their lives to infectious diseases and other maladies brought on by malnutrition. Deeply concerned about these conditions, Dr. Shirota was determined to focus his efforts on preventive medicine, and turned his attention to the study of microorganisms. He set about developing a stronger strain of lactic acid bacteria which would work to destroy the harmful bacteria living in the intestines, and therefore improve and maintain the health of human beings. The result of his efforts was the successful culturing of Lactobacillus casei Shirota strain.`Dr. Shirota then began working together with supporters to make a delicious, yet affordably priced drink incorporating the Shirota strain so that many people could enjoy the benefits of the microorganisms.

His dedication led to the development of Yakult, a cultured milk drink, which was introduced to the market in 1935.1930 Dr. Minoru Shirota succeeds in strengthening and culturing lactic acid bacteria, useful for maintaining health (L. casei strain Shirota).

1935 Yakult is manufactured and introduced to the market.

1938 Yakult is registered as a trademark.

1940 Local offices of the Association for Promotion of Preventive Bacteria Strain Shirota are established in various parts of Japan for the purpose of marketing and distributing Yakult.

1950-1955 Yakult Honsha Co., Ltd. is established. (Nishi Hatchobori, Chuo-ku,Tokyo) Research Institute is established in Kyoto.

1960-1963 Yakult launches its unique Yakult Lady home delivery system.

1964 Yakult Co., Ltd. (Taiwan) begins operations as the company's first overseas operation base.

1967 Yakult Central Institute for Microbiology Research is established in Kunitachi, Tokyo.

1968 The company takes over the management of the Sankei Atoms baseball team (now the Tokyo Yakult Swallows). Yakult S/A Ind. E. Com. (Brazil) begins operations. Yakult is introduced to the market in a new plastic container.1969 Hong Kong Yakult Co., Ltd. begins operations.

1970 Joie fermented milk is introduced to the market.

1971 The company begins the full-scale sale of cosmetics. Yakult (Thailand) Co., Ltd. and Korea Yakult Co., Ltd. Begin operations.

1972 New head office building is completed in Higashi Shimbashi,Minato-ku, Tokyo. Program of regular visits to senior citizens by Yakult Ladies begins.

1975 Biolactis Capsules ethical drug is introduced to the healthcare industry, thereby marking Yakult's entrance into the pharmaceutical business. Sofuhl fermented milk is introduced to the market.

1978 Yakult Philippines, Inc. is established. Mil-Mil fermented milk - developed through the direct culture of bifidobacteria - is introduced to the market.

1979 Yakult (Singapore) Pte. Ltd. begins operations. The company verifies the anticancer effect of lactobacillus YIT 9018 and begins the development of a lactobacilli-based anticancer drug. Yakult Seichoyaku intestinal regulator - an over-the-counter medicine - is introduced to the healthcare industry.

1980 Company stocks are listed on the Second Section of the Tokyo Stock Exchange. Toughman health drink is introduced to the market.

1981 Company stocks are listed on the First Section of the Tokyo Stock Exchange. Yakult S.A. De C.V. (Mexico) begins operations. Yakult 80 fermented milk drink is introduced to the market.

1982 Mil-Mil E fermented milk is introduced to the market.1986 Fuji Susono Plant is completed for dairy-product manufacturing.

1987 Facilities for the manufacture of pharmaceuticals and beverages are completed at the Fuji Susono Plant.

1988 Calorian enriched nutritional liquid food product is introduced to the market.

1989 Revecy S.E. Series is introduced to the market. Bifiel, fermented milk containing bifidobacteria, is introduced to the market.

1990 The company files an application with the Ministry of Health and Welfare for the approval to manufacture LC9018 immunitherapeutic anticancer agent (product name, Lemonal Injection). 1991 P.T. Yakult Indonesia Persada begins operations. Representative office is opened in Amsterdam, Netherlands. Yakult 80 Ace fermented milk drink is introduced to the market.

1992 Bioscience Research Foundation is established.

1994 Yakult Australia Pty. Ltd. and Yakult Nederland B.V. begin operations

The manufacture of irinotecan hydrochloride, a cancer chemotherapeutic agent, is approved, and the drug is introduced to the healthcare industry under the brand name of Campto. The company receives the Minister for Health and Welfare Award for distinguished volunteer service on behalf of the program of regular visits to senior citizens.

1995 Yakult Belgium S.A./N.V. begins operations. The sale of the CPT-11 chemotherapeutic anticancer drug is approved in France as a therapeutic drug for progressive recurrent intractable colorectal cancer. Parabio Series premium-quality skincare product line is introduced to the market. Yakult BL Seichoyaku intestinal regulator - which combines bifidobacteria and lactobacilli - is introduced to the market.

1996 Yakult Europe B.V. is established. Yakult UK Ltd. and Yakult Deutschland GmbH begin operations. Yakult Fuji Distribution Center is completed. The sale of the CPT-11 chemotherapeutic anticancer drug is approved in the U.S. as a therapeutic drug for progressive recurrent intractable colorectal cancer.

1997 Fuji Susono Plant receives ISO9002 certification.*(The ISO9002 standard, as a result of ISO standard revisions, was integrated into the ISO9001 standard as of October 2002.) Yakult Argentina S.A. begins operations. The company receives the Minister for Agriculture, Forestry, and Fisheries Award (in the Consumer Division) at the Excellent Corporations of Food Industry Awards. Revecy-N Series skincare product line is introduced to the market.

1998 Ten Yakult plants and one subsidiary plant receive HACCP (Hazard Analysis Critical Control Point) approval for total hygienic control in their production processes.*All the food plants (ten Yakult plants and nine subsidiary plants) had obtained approval as of October 2001. Yakult is approved by the Ministry of Health and Welfare for labeling as Foods for Specified Health Uses. Bansoreicha is introduced to the market. Spherex arterial embolization material is introduced to the healthcare industry. Yakult 80 Ace, Yakult LT, Joie, Mil-Mil, and Mil-Mil E are approved by the Ministry of Health and Welfare for labeling as Foods for Specified Health Uses.

1999 Yakult 400 fermented milk drink is introduced to the market. Bifiel, Yakult 400, and Sofuhl are approved by the Ministry of Health and Welfare for labeling as Foods for Specified Health Uses. The cancer prevention efficacy of L. casei strain Shirota is announced at the 58th General Meeting of the Japan Cancer Society. Kyoto plant receives ISO14001 certification.*Nine Yakult plants, the Yakult's Analysis Laboratory, Nihon Chlorella, six subsidiary plants, and one distribution company have obtained certification as of August 31,2009.

2000 Bansoreicha is approved by the Ministry of Health and Welfare for labeling as Foods for Specified Health Uses. The company receives an award from the Nihon Shokuryo Shimbun (Japan Food Stuff Newspaper) for contributions to the development of the food industry during the 20th century.

2001 Fuji Susono Pharmaceuticals Plant expansion completed. Purela soft yogurt is introduced to the market. 21st century Food and Health Forum is held. (subsequently held annually) Yakult Swallows win their sixth league championship and fifth Japan Series title.

2002 World's first Automatic Intestinal Flora Analysis System is developed. Guangzhou Yakult Co., Ltd. begins operations.

2003 Kurozu Drink is introduced to the market. Cosmetic brand Posh Mama is introduced to the market. Campto Injection wins the Chairman's Prize from Japan Institute of Invention and Innovation. Vending machine sales alliance is established with Kirin Beverage.

2004 Yakult (Malaysia) Sdn. Bhd. begins operations. New Toughman and Toughman V are introduced to the market. Entered into a strategic alliance with Groupe Danone. Sales of Yakult are begun in New Zealand. The Revecy Series, a new foundation cosmetic line, is introduced to the market. Pretio (Food for Specified Health Uses), a fermented milk drink is introduced to the market. Shanghai Yakult Co., Ltd. begins operations. Sales of Yakult are begun in Ireland.

2005 Yakult 300V is introduced to the market. Research center is established in Europe (Belgium). Yakult (China) Co., Ltd. is established to oversee operations in China. Oxaliplatin, a cancer chemotherapeutic agent for the treatment of advanced colorectal cancer, is approved under the name of Elplat. Signed a memorandum of understanding with Kirin Brewery Co., Ltd. and Kirin Beverage Corporation to enter into a business partnership focusing on health and functional foods. Co-sponsored the FINA World Swimming Championships as an Official FINA Partner. Decision made to enter the Indian market in alliance with Groupe Danone. Three types of Bifiene, the new yogurt drink, are introduced to the market. Shanghai Yakult Marketing Co., Ltd. begins operations. Yakult Oesterreich GmbH begins operations.

2006 Sofuhl LCS 100 is introduced to the market. The name of Yakult's line of beauty products was changed to Yakult Beautiens. Our new line of basic cosmetics, Uruou Series, is introduced to the market. The process of acquiring ISO9001 and ISO14001 certification of marketing companies begins (integrated certification). Our new corporate slogan is decided : Healthier People, a Healthier World. Beijing Yakult Marketing Co., Ltd. begins operations. Yakult 300VLT is introduced to the market. Yakult Science Research Lab pavilion opened at KidZania Tokyo. The Yakult Crime and Disaster Prevention Council is established and a memorandum of understanding is concluded with the Tokyo Metropolitan Police Department regarding crimeprevention.

2007 Yakult Italia S.r.l. begins operations. Local representative office of Yakult established in the United Arab Emirates (UAE). Yakult Iwate Plant is completed. Sales of Yakult are begun in California, USA. Yakult Vietnam Co., Ltd. begins operations

2009 The anticancer drug Elplat for Injection 50mg is introduced to the market. Yakult (Thailand) Co., Ltd. builds its second production plant in Ayutthaya. Yakult Calorie Half is introduced to the market. Revecy White is introduced to the market. Yakult SHEs Hard Type is introduced to the market. Joie container wins the Japan Star Award, the Japan Packaging Contests highest award. Gyutto Kenko Cassis, Coenzyme Q10, and Shiso are introducedto the market.

2010 The scientific paper The Science of B. breve strain Yakult-Relationship with Intestinal Flora and Health is published. Bifidobacteria beverage Mil-Mil is introduced to the market. The main building removal work and landscaping work at Yakult Central Institute are completed. A research institute in the forest is realized. The Yakult Honsha building, including Yakult Hall, receives Fire Safety Building Certificate (Excellence Mark). An enhanced Parabio Series is introduced to the market. Gyutto Kenko Glucosamine is introduced to the market. A water soluble formulation of the anticancer drug Elplat is introduced to the market.

THE YAKULT PRODUCTYakult is a high quality probiotics in the form of a cultured milk drink. Yakult contains the probiotic bacteria "Lactobacillus casei Shirota" (popularly known as the "Shirota strain"). With over 30 billion live Shirota strain in each bottle, Yakult has among the highest concentrations of probiotics compared to other probiotic products on the market (most probiotic drinks and supplements claim to contain at most 1 to 10 billion live probiotic bacteria per serving or per capsule).The Shirota strain is scientifically proven to be among the 'strongest' strains of beneficial bacteria, and has been shown to benefit human health.In Japan, Yakult is acknowledged by the Japanese Ministry of Health as a "Food for Specified Health Usages" with approved health claim "The Lactobacillus casei Shirota strain reaches the intestines alive, so this product maintains good health by increasing beneficial bacteria, decreasing harmful bacteria and improving the intestinal environment".Free of preservatives, colourings and stabilizers, Yakult is the right choice for those looking for high quality probiotics for good health.

Yakult Ace

Yakult Ace cultured milk drink, is a premium version of the standard Yakult cultured milk drink available in other countries worldwide. Yakult Ace has a higher concentration of the beneficial bacteria Lactobacillus casei Shirota (3 times more!) and contains added nutrients: calcium, niacin and vitamins B6, B12 and D.

Yakult Ace Light

Our latest product, Yakult Ace Light cultured milk drink has the same high concentration of Shirota strain as Yakult Ace, 30 billion in each bottle, but with 50 percent less sugar and a lighter, less sweet taste.

Just like Yakult Ace, Yakult Ace Light is free of fat, cholesterol, colourings, preservatives, conditioners and stabilizers.

Food & Beverages product range

Yakult beverages foster a healthy lifestyle. High quality ingredients go into the creation of functional food products for the health-conscious.

Cosmetics product range

Yakult's cosmetics are created using biotechnology

Pharmaceuticals product range

Yakult's pharmaceuticals bring significant contribution to the science of curative medicine.ORGANIZATION CHART Yakult

VALUE CHAIN ANALYSIS

competitive advantage of YakultYakult is a well-known company in Hong Kong and their products are maturity in Hong Kong. I think that most of the Hong Kong citizens have tried one or more of their products. In my mind, I think the competitive advantage of Yakult is decreasing. This is because this company only provides one or two tastes for the lactobacillus drinks. However, the company tried to launch some programs, promotion and increasing efficiency to retain the competitive advantage.For the program, Yakult provides some visits for the students or organizations to visit their manufacturing. It can provide confidence to the customers to buy their products. Also, it can introduce their benefits for drinking Yakult. For promotion, Yakult will have some TV advertisement to remind that there is a product called Yakult. For the increasing efficiency, the manufacturing tried to introduce some machines to replace the manpower. It can increase the production capacity and decrease the cost of production.

Besides Hong Kong, there are some subsidies in other cities such as Singapore, Korea and China. Since there are too many competitors in Korea, Yakult tried to launch different tastes or functions for the citizens to choose. These new types of Yakult will attract more citizens to try or drink their products. Therefore, different cities have different strategies. In Japan, the normal size of the Yakult is 65mL but in Hong Kong, the size of Yakult is 100mL. The reason of the bigger Yakult is that Hong Kong citizens are will to enjoy a bigger volume of products so the Head of Hong Kong in Yakult is willing to launch a bigger one in 100mL Yakult.

Yakult is a company which works for supplying, manufacturing and delivery. It will produce the baby bacteria by Japan Yakult. Then, the baby bacteria will transport to different location such as Hong Kong, Singapore and etc. After transportation, these bacteria will store in a special storage bottle. It will help the bacteria to grow. After they grow as mature, these bacteria will mix with water, sugar, milk power and etc. Besides the liquid, the manufacturer will also produce the plastic bottle by them because it can control a better quality. After that, the liquid with the bacteria will store into the bottle and pack them into a special amount and deliver to the warehouse or retailors. All the steps for the producing are working by Yakult. It can help the company to make sure the good qualities for the products. After the visit, I think the logistics may not do externally. It can work as Yakult to produce and deliver internally. Most of the existing logistics are transporting the products, storing the products and adding value to the products but Yakult will work all the service by themselves.RESEARCH & DEVELOPMENTEstablished in 1967 by Dr Shirota, the Yakult Central Institute for Microbiological Research is located in Tokyo, Japan. Its primary function is to investigate the use of beneficial bacteria in the promotion of health.

Today, 252 scientists and medical doctors are actively pursuing research aimed at applying bacteria effectively in the prevention and treatment of many diseases.

Yakult works closely with the scientific and medical communities, organizing conferences and funding research, all to increase understanding of the role of beneficial bacteria in health.

REFERENSIhttp://usahawan-yakult.blogspot.com/

competitive advantage my self I am very happy with the lessons in math. I can coperate microsoft office. I was also able to drive a car, motorcycle. I can play badminton.

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