From niche to mainstream Group members:顾嘉乐李一吴林伯韬陆森谢宇迪 2018.10.26
From niche to mainstream Group members：顾嘉乐 李一昊 林伯韬 陆森 谢宇迪 Group Two 2018.10.26
Part 1. Background Information
Part 1. Background Information
1.1 Background in formation Com pa K ly kenko Introduction: The largest producer of rice crackers in Japan Goal: To kick-start growth and Kenko globalIzation plans
1.1 Background information Company : Kenko • Introduction: The largest producer of rice crackers in Japan • Goal: To kick-start growth and globalization plans. Kenko
1.1 Background in formation Location 1. Parent company -Tokyo WORLD MAP The largest producer of rice crackers in Japan Si billion in domestic sales 2.The first foreign subsidiary- San Mateo. california To spearhead the launch of Kenko USA
1.1 Background information • Location: 1.Parent company —Tokyo The largest producer of rice crackers in Japan, $1 billion in domestic sales. 2.The first foreign subsidiary — San Mateo, California To spearhead the launch of Kenko USA
1.1 Background in formation The first foreign subsidiary -San Mateo, California, US Not a major uptick in growth After 6 vears Current situation Sales below projections The division still losing money
1.1 Background information Not a major uptick in growth; Sales below projections; The division still losing money. Current situation The first foreign subsidiary — San Mateo, California, 🇺🇸 After 6 years
1.2 American snack market Pursuit of Rapid growth health and American qualit snack market Taste Convenience preference supremacy
1.2 American snack market Rapid growth American snack market Taste preference Pursuit of health and quality Convenience supremacy
1.2 American snack market Rapid growth Snack food sales soar around the world Europe $90593 Asia-Pacific $89565 United states $750.56 Latin america $458.11 Russia/Turkey $32787 South Africa $69.69 Value growth in S MUSD Source:(BOOMING SNACK SALES HIGHLIGHT A GROWTH OPPORTUNITY IN EMERGING MARKETS) FMCG AND RETAIL 103-12-2018
1.2 Rapid growth $69.69 $327.87 $458.11 $750.56 $895.65 $905.93 South Africa Russia/Turkey Latin America United States Asia-Pacific Europe Snack food sales soar around the world Value growth in ＄M USD Source:《BOOMING SNACK SALES HIGHLIGHT A GROWTH OPPORTUNITY IN EMERGING MARKETS》 FMCG AND RETAIL | 03-12-2018 American snack market
1.2 American snack market Pursuit of health and quality. Compound Annual Growth Rate 35.00% 29.30% 27.60% 26.40% 24.10% 24.50% 25.00% 20.00% 15.00% 10.00% 000% No Gluten Free Organic No or reduced Free from Non-GMO 5.00% Preservatives sugar claim artificial colors 10.00% 8.60% and/or flavors 15.00% Source: NIELSEN ANSWERS ON DEMAND. 52 WEEKS ENDING 9/0/2017 VS4 YA. UPC ONLY TOTAL U.S. XAOC+C
1.2 Pursuit of health and quality Source:NIELSEN ANSWERS ON DEMAND, 52 WEEKS ENDING 9/30/2017 VS.4 YA .UPC ONLY, TOTAL U.S.XAOC+C 24.10% 27.60% 24.50% -8.60% 26.40% 29.30% -15.00% -10.00% -5.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% No Preservatives Gluten Free Organic No or reduced sugar claim Free from artificial colors and/or flavors Non-GMO Compound Annual Growth Rate American snack market
1.2 American snack market Taste Preference ANNUAL SNACK CATEGORY SALES SALTY SNACKS S27,723,99,319 CANDY S2096384501 Ea CHEESE S7295,|25382 COOKIES S7361986.474 [ I CRACKERS - S6,659, 528, 274 V ICE CREAM- S6637120.292 NUTS S670,345129 Source: (Craving a Snack? Chances are High You'l Reach for Something Salty) FMCG and Retail108-17-2017
1.2 Taste Preference Source:《Craving a Snack? Chances are High You’ll Reach for Something Salty》 FMCG and Retail | 08-17-2017 American snack market
1.2 American snack market onvenience supremacy Convenient 44. 2% of consumers are willing to pay premium access prices at convenience stores Small Small package sales are increasing because it fits package with people's concept of health consumption Source:Individual Snacking Categories on the Rise in the U.S.) FMCG and Retail| 11-22-2017
1.2 Convenience supremacy Source:《Individual Snacking Categories on the Rise in the U.S.》 FMCG and Retail | 11-22-2017 44.2% of consumers are willing to pay premium prices at convenience stores. Convenient access Small package sales are increasing because it fits with people's concept of health consumption. Small package American snack market
