Launching Ensure Milk through Lazada Thailand: A SWOT Analysis and Business Recommendations

ENSURE MILK
Launching through Lazada Thailand

FMCG sector of Thailand
◦ The FMCG sector of Thailand is similar to retail industries of other
countries.
◦ On order to be successful retailers have to establish relationship of
mutual trust and loyalty with consumers based on their bespoke
preferences along with addressing market trend by providing good quality
and efficient service.
◦ In order to do that innovation, the way is to attract the contemporary
needs of consumer base which is basically the urge of being fit and
leading healthy lifestyle.
◦ According to Lerskullawat and Prukumpai (2017) , it has been noticed new
product and packaging ideas are driving customers towards adopting new
purchasing behaviour. Therefore, product diversification and packaging
safety are the factors which can make the business sustainable.
◦ Consumers are engaging themselves into online shopping irrespective of
interest whether it is fashion or food.
◦ Most of the time, they are driven by impulsive shopping behaviour.
Although, customers like to receive their necessary goods delivered at

Overview of the product: Ensure Milk
◦The tendency of having milk is decreasing and trend of consuming
health drink or functional drink is growing day by day.
◦The idea of developing product like Ensure Milk is influenced by
customers’ tendency of consuming healthy food and being fit at
the same time. Therefore, the opportunity of creating new product
can be noticed which cares about the amount of sugar consumed
by customers.
◦ There are older people who suffer from health issues like poor
digestion or lack of nutrients and cannot consume dairy products.
◦Ensure Milk’s ingredients promise to provide a complete nutrition
with vitamin, minerals and protein infused health drink
(Ensure.com 2019).