ANALYSIS AND PRESENTATION TEST 1

Test Instructions

Background Your client is one of the largest players within the dairy industry with a focus on drinking
milk products. They are keen to understand the trends in the Japanese market.
Ultimately, the client wants an overview of the immediate and short-term opportunities
to further penetrate the Japanese market in order to plan for their business strategy in
the near future.

Expected output Your objective is to complete a brief management summary (two slides present in this
deck) to give a snapshot of the Japanese drinking milk products market. Making use of
the qualitative and quantitative information provided, please provide analysis on the
following:
• Market overview
• Key market trends including
• Demographic profile of consumers
• Trends shaping the market
• Key players and what they’re doing

Documents Documents provided:

• Excel workbook with relevant market data
• Related extracts from relevant country reports

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ANALYSIS AND PRESENTATION TEST 2

General test instructions

Preparation • You have one day to create your presentation and share it with the interviewer
ahead of the session
• Make assumptions where required and please call these out clearly during the
presentation
• Although you can, it is not necessary to complement research with other sources
of information

Assessment We will assess your:

• professional interpretation of the data provided
• ability to engage the audience and handle questions
• the effectiveness of your delivery in addressing client objectives

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DRINKING MILK PRODUCTS IN JAPAN

PPT test: Subin Sudhakar

Date: 24.01.2020
 ANALYSIS AND PRESENTATION TEST
4
Market overview
Key takeaway
Market size, 2018 (USD million) Historic CAGR 2013/18 Forecast CAGR 2018/23

6,634.1 -0.8% 0.7%

6,000 2%
Market size, USD million

5,000 1%
0%

Y-o-y growth
4,000
-1%
3,000
-2%
2,000
-3%
1,000 -4%
0 -5%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Flavoured Milk Drinks Milk Powder Milk Milk Alternatives Drinking milk products y-o-y growth

Analysis
 Even though the population is decreasing, the forecast CAGR is positive. This implies that the consumption per person has increased.
Also consumers are willing to pay more for tasty and quality milk which has more fat.
 The consumer preference for milk alternatives is on the rise due to increasing health conscious consumers. But the rate of growth is
decreasing. This increase in growth is also due to increase in beauty consciousness of the younger population.
 Regarding the flavored milk products, such as banana, strawberry and vanilla are preferred by consumers who found soy milk less
tasty.
 Milk is growing slowly despite decrease in population . This is due to the healthy living trend among consumers.

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 ANALYSIS AND PRESENTATION TEST
5
Report summary
Key takeaway

Female trend
1 Shift in trend. Japanese have started to consume milk for its beauty enhancing properties.
The life expectancy rate of female is increasing and the share of female in the population is
increasing.

Population
2 1. One-fifth of the population is between 51yrs to 63 yrs.
2. The population growth is decreasing except for 50-59yrs and 80+ yrs.
3. The density of the population is decreasing as years pass by.

Migration
3 1. Migration from cities with manufacturing economy.
2. Migration from South Asian countries on rise leading to customer preference changes.

Category & Competitor analysis

4 1. Meiji, Megmilk Snow Brand & Morinaga Milk industry hold 32% market share
2. Meiji & Morinaga target senior citizens who prefer powdered milk
3. There is no monopoly , the competition is high. Switching costs are low.

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