The purpose of this special project is to create the strategic plan of Daiato Protein Diet by analyzing all related competitors, external and internal factors. Furthermore, surveying methodology of research was conducted in order to study consumer behavior and their attitude toward weight loss supplements. The finding will be implemented to conduct good strategic planning in order to set up appropriate business approach to meet objectives and create competitive advantages. Weight management industry was grown, but growth rate is slow down. The results of all related factors show that Daiato Protein Diet will have capability to gain more market share by positioning itself to be Japanese weight loss supplement. The benefits are losing weight fast and safely, healthy and have multiple benefits.
The young working women ages 25-35 with an income more than 15,000 per month are the primary target market. “Daiato” brand is a high quality, friendly, fashionable and healthy way to lose weight. Daiato Protein Diet comes in 5 tasty flavors with a good-looking packaging. Pricing strategy is high value pricing. The product sells mainly through online channel and then expands to chain stores. The marketing communication strategy is to raise brand awareness and sales in target customer by setting up marketing activities mainly through online marketing. Moreover, the organization structure will be reorganized to manage, develop and increase the effectiveness of human resources and operation. Lastly, the result of financial analysis shows that the strategic plan is proper and could make the company more profitable.
