Business Plan For The Chinese Market Of Australian Aptamil Infant Milk Powder

At present,in the infant formula market of China,domestic brands and foreign brands almost have the equal market share.Five foreign-funded groups,Danone,Nestle,Abbott,Mead Johnson and Friso,have the most outstanding sales performance.Domestic brands are led by Feihe and Yili.In terms of sales channels,the sales share of traditional shopping malls and supermarkets shows a downward trend,and the sales volume of MBS(mother and baby stores)and e-commerce platforms is rising,which is related to the change of the importance ranking of the three major business elements of "people,goods,yard" in the evolving consumption mode.From the prospect of consumers,nowadays,the parents of infants are mainly the post-80 s and the post-90 s,who are very willing to spend a lot for the pursuit of good quality.In addition,after the food safety incidents,Chinese people attach great importance to the quality of formula and rely on brand endorsement for safety.They are willing to pay a high premium for high-quality brand milk powder.Of course,it is also closely related to their rising income and consumption expenditure due to the social and economic development.In such a market environment,company A has obtained the supply of Australian Aptamil infant formula and hopes to sell it in the Chinese market.This paper makes a business plan of milk powder sales for company A.This paper analyzes the Australian Aptamil infant formula milk powder,and obtains its product positioning-a milk powder with high quality milk source and nutrition ratio,good brand awareness and reputation,and high cost performance.Combined with the product positioning and the industry and market status,this paper designs a new mode for the milk powder sales-New Retailing,which is mainly based on online store sales,supplemented with offline store purchase,as well as special counters in MBS.New Retailing not only combining the advantages of online shopping convenience and offline shopping experience,but also is very suitable for such a large brand and cost-effective milk powder as Australian Aptamil.This paper designs the operation mode and entrepreneurial team for the business plan,makes the profit and cash flow forecast,makes investment decision-making analysis by using the NPV(Net Present Value)and IRR(Internal Rate of Return),makes qualitative and quantitative analysis on the project risks,and gives relevant countermeasures.After comprehensive analysis and calculation,it is concluded that the sales of Australian Aptamil infant formula milk powder of company A has high investment value.