This case study outlines the steps Oatly has taken so far to achieve its goal of becoming the largest ‘dairy and milk’ producer in the world. Oatly develops, produces and markets dairy and milk analogues, with an overriding ambition to promote structural changes in the dairy industry. Oatly’s approach relies on state-of-the-art technologies that can create dairy analogues and milk-like fluids. The resulting products are marketed under their own brand and promoted by provocative and innovative communication strategies that include storytelling, policy-related activities, social media campaigns and more traditional sales concepts. The company is constantly developing and opening factories that enable them to expand into foreign markets, whilst applying diverse marketing strategies. Following Oatly’s example, other retailers and food companies also expressed their interest in dairy and milk replacement products, increasing the market competition.

中文翻译：

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Oatly，乳制品行业的严重“问题”？案例研究

本案例研究概述了 Oatly 迄今为止为实现其成为世界上最大的“乳制品和牛奶”生产商的目标所采取的步骤。Oatly 开发、生产和销售乳制品和牛奶类似物，其最大的目标是促进乳制品行业的结构变革。Oatly 的方法依赖于最先进的技术，可以制造乳制品类似物和牛奶状液体。由此产生的产品以自己的品牌进行营销，并通过挑衅性和创新的传播策略进行推广，包括讲故事、政策相关活动、社交媒体活动和更传统的销售概念。公司不断开发和开设工厂，使他们能够扩展到国外市场，同时应用多样化的营销策略。按照 Oatly 的例子，