It was possible to remove whey from yogurt and make the product thicker and more sour. This is also what the Greek method does. American yogurt makers did not eliminate whey. This resulted in thinner products. A thick, creamy yogurt increases consumer satisfaction and leads to a higher rate of product turnover.
Ulukaya is a natural entrepreneur. He has a drive to find market problems and satisfy client requests. The American yogurts were much thinner than those from Europe, he discovered. Ulukaya took a chance and invested thousands in the plant. Ulukaya bought a separator machine at $50,000 and a yogurt container printed for $250,000, respectively. To be an entrepreneur, you must have the ability to analyze and use SWOT, PESTEL, Porter’s Five Forces, and PESTEL to find market opportunities and risks. (Steenkamp 2017). Ulukaya uses his strategic skills to create intelligent goals. He established a $20,000 per week sales target.
Globalization opens up the business to the international market. Ulukaya’s brand was expanded across Europe by globalization. His US activities were developed and the company had a turnover of $20,000. He then expanded to Europe. The shipping target of 1,2 Million shipments was achieved, though with some difficulty. Globalization also helped Ulukaya to expand its market share, increase sustainability, and improve its competitiveness. Ulukaya also had access to skilled labor through globalization. He hired an established firm for help in producing high-quality yogurt.
Ulukaya needs to implement a strategy for product diversification and differentiation. In order to compete in the market and grow market share, you need product differentiation. Other characteristics can be added in order to distinguish the yogurt. To increase the variety of brands that are available to customers, a product diversification program will be implemented. To increase profit and sales, we will introduce strawberry and vanilla yogurts.
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