Strategic Marketing Plan for Yeo Hiap Seng Ltd Case Study

Strategic Marketing Plan for Yeo Hiap Seng Ltd - Case Study ExampleThe strategic business line unit is generally concerned with the development of market opportunities, products and services, competitive strategy, resource allocation, control and structure deep down the SBU. The SBU has to fit strategically into the corporate structure in that it leads to better management of the entire organization because of the font of decentralization. This is so because a SBU is autonomous as it is in charge of its own decision making processes, budgeting and pricing. Yeo Hiap Seng expressage Company has adapted this approach with its diffuse drinks segment. This paper demonstrated how the company has succeeded in fitting the spongy drinks SBU into the corporate structure.The Groups principal activities are the manu incidenturing, sale, distribution and export of b constantlyages, sauces and canned food, instant noodles, condensed milk and non-alcoholic beverages (Company Profile Snapshot, 2008). sonant drinks assiduity in Singapore like in other countries and industries has witnessed changes over the past few years. some(prenominal) factors dedicate had an impact on the state and proceedings of the soft drinks industry. It is principal(prenominal) to note that the effects have been both positive and negative. The former is of more concern since it gives an insight into the factors that have played to get the industry to its current state.ItIt was observed that the healthy drinks play an important role. Growing health awareness encouraged by public health bodies was one of the key trends influencing the soft drinks industry in Singapore and which drove ever stronger demand for healthier beverages (Euromonitor International, 2008).Due to this, growth of the soft drinks industry continued, this was as a result of the fact that these drinks are found to be healthier than the other much sugary drinks. The health issues that surround these drinks and the facts of lif e factors make the soft drinks more marketable than other drinks.The ranges in carbonates that give variations serve to catapult soft drinks even more. With several options in carbon ranges, the consumers are able to make a selection in a set of carbonate variations this serves to increase the market.Naturally healthier drinks have a concept of novelty. It is important that the consumers appreciate some drinks cod to content. This is a factor that serves to push the consumptions levels of some specific soft drinks up and generally get the market share of the soft drinks increased.The health of the consumers as a requirement volition continue to push the market of soft drinks high. Consumers want to be well and given the health provision that is always going on, they will continue to require the drinks that will maintain or guarantee goodly health for them.The Government of Singapore has been instrumental in determining the state of the soft drinks industry. The Governments schem e to call down reduced or sugar free soft drinks have been a driving factor in the growth of the soft drinks industry in Singapore.There has been realignment of distribution for different soft drink brands due to competition among the market players. Different companies have had to change the product lines due to competition thereby modify the market equation.Education of the Singaporeans on the health issues for instance sugar consumption