Yeo soft drinks division SBU strategic market plan Case Study

Yeo soft drinks division SBU strategic market plan - Case Study Example Yeo Hiap Seng soft drinks division was chosen as the strategic business unit in the marketing plan. It is a division of the company in Singapore and it is the unit charged with the soft drinks marketing in the company. Being a large company with different products, YHS (Yeo Hiap Seng) strives to optimize the performance of the company through the individual contribution of the subdivisions.Soft drinks appear to be slowly but steadily overtaking hot drinks as the largest beverage sector in the world (Deloitte, 2008). A report by Zenith international shows that the consumption of the soft drinks is rising by 5% each year. As an industry, soft drinks market is rapidly expanding (Aqua-Trace, 2008). The industry is faced by several market trends and factors that either push or pull them to lead them in the direction that we view them to proceed.The companies operating in this industry are therefore generally faced by several challenges that include ever-changing consumer tastes, in crease d emphasis on products safety and the rising power of the retailers at the global level.Due to the several factors that are considered while having a picture into what happens with this industry, it is important to explore the opportunities for process improvement which could ultimately lead to better quality products and in the process guarantee safety of the product for the consumer while at the same time optimizing resources to provide best profits. A view of all the important industry factors with an eye into the future gives a positive prospect that ultimately secures a company's business or operations in the future. Although United States remains the biggest market currently, Asia likely to be the major driver of the sales in the near future (Deloitte, 2008). The soft drinks industry is pictured by opening into the entire beverage industry. The beverage industry has had its opportunities and challenges. Constant dynamism in consumer demands and preferences, call for new ways of attracting new customers while maintaining the old ones. Since this is the only way to increase sales and consequently achieve growth. The beverage companies strive to court customers, offer high quality products, efficiently distribute them, ensure safety and keep prices low. These must all happen with the eyes still open so as to able to exploit new opportunities by launching new products. The company therefore succeeds by quickly exploiting new opportunities. As a subsection of the beverage industry; the soft drinks market has been growing quite significantly, particularly in the emerging markets which include Asia as a key player