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1、GOT MILK?We have HOOD and China needs it Edward Batten, Gretchen Remien, Harry Walker, Kobe Lee, Yanyuan Xu, Betty, WangCaiTrusted BrandTrusted Brand For over 160 years Hood has been a name associated with fresh, quality dairy products that taste great. Founded in 1846 in Charlestown, Massachusetts
2、by Harvey Perley Hood Hood is a dairy company that has expanded its New England roots and is now distributing all over the country Hood is one of Americas largest and most trusted dairy operators having 15 manufacturing plants in the US Hood is looking to expand their markets even more interested in
3、 introducing Hood to the Chinese market In 2008 there was a major milk scandal, involved milk and infant formula adulterated with melamine resulting in 300,000 sick children, 6 of which died due to malnutrition Similar scandal 4 years before, watered down milk resulted in 13 infant deaths from malnu
4、trition, and 16 infants with kidney stones from the powdered milk Beneficial to the Chinese populations health, strong bones, adding some components that had been missing from their diets protein, calcium, and other nutrients your body requires to operate properly Why Milk?Why China? The dangers mil
5、k has present when produced in China health / food safety violations by Chinese companies Chinese lack of trust in the quality and safety of their milk Large population, large market, large demand Raised concerns about the food safety and political corruption Large market, large demand Milk scandal
6、is fresh on Chinese consumers minds. Good time to introduce a new trusted Western milk competitor into the market, more specifically an American company. Data Analysis 100 surveys were handed out to students at Qingdao University, locals at various super markets, and online surveys to the general pu
7、blic From the surveys we have gatheredthat the majority of chinas population drinks milk They are unsatisfied with the quality of the milk in China They are open to new superior milk brands entering the market They are very concerned who where there milk comes from and who produces it. Market Overvi
8、ew Dairy consumption in China reached 19 million tons in 2011 Expected to surpass 25 million by 2014 This growth would place Chinas market size ahead of European dairy markets such as France and Germany World average consumption of dairy is 270 grams a day and the Asia average is 140 grams, China is
9、 averaging 42 grams leaving potential for exponential growth. Market Overview Cont. Milk accounts for 60% of dairy consumption in China New industry standard recently mandated that only pasteurized milk can use the word “fresh milk” on the label Demand likely to grow due to increase of disposable in
10、come, higher awareness of health benefits and increased availability of refrigeration. Govt Backing Very difficult to begin doing work in China without government backing and approval Xinhuanet posted an article talking about Chinese Premier Li Keqiang vows to boost dairy industry Looking to improve
11、 the quality of the dairy industry and regain consumer confidence after the 2008 scandalGovt Backing Cont. The National Development and Reform Commission is expected to allocate 1 billion yuan (162 million U.S. dollars) this year for the development of new milk sources, according to the Dairy Associ
12、ation of China The government plans to support standardized farming of cows and encourage mergers to develop the dairy industry in a modern manner HOOD coming to CHINA200 Purebred Hood Dairy Cows will be transported from America to China across seas on cargo ships to then be delivered to our 3 farm
13、locations in the North Eastern region of China. SWOT Analysis Strengths: Trusted American dairy product that carries multiple health benefits and the backing of the Chinese government Weaknesses: Lack of knowledge of health benefits Opportunities: A massive and expanding market and an increase in di
14、sposable income from consumer to consumer Threats: The current low level of consumption and distrust of dairy products due to the 2008 milk scandal FACILITIES Head quarters located in Beijing Processing and packaging facilities located a mile away from the dairy farms Various structures such as milk
15、ing parlor, maternity pens, straw store, feed store, milk room, manure pit, an office, barns, sheds, and machinery Supplies Average American dairy farm has 115 mature cows A mature cow can produce 7 gallons a day which is nearly 2,500 gallons a year Roughly 500 sq ft. of land required per animal Abu
16、ndant amount of land outside of major cities and in Eastern China With our 300 purebred dairy cows imported, Hood will have 3 running dairy farms in the North Eastern regions of ChinaPackaging Cardboard Milk cartons Plastic Milk bottles Current milk Sales in China*These 4 companies are our largest competitors in ChinaPricing Strategies Penetration Pricing: offer a low initial price to get it out into the mass
