Beruflich Dokumente
Kultur Dokumente
2.0 Viewpoint
5.1.1 Threats
5.1.2 Opportunities
5.2.1 Strengths
5.2.2 Weaknesses
Competition in the P2-billion dairy products industry promises to be fiercer now that the major
players in the sector are gearing up to get a larger share of the market.
Competing in the industry are the four food based-conglomerates San Miguel Corp; RFM
Corp. of the Concepcion Family; Purefoods Corp. of the Zobel-Ayala Group; and CFC Corp of
the Gokongwei Group.
All four have lately invested heavily to expand their ice cream businesses.
San Miguels dairy products are handled by its subsidiary Magnolia corp. Which turns out a host
of ice cream products. RFM Corp. has its Selecta Dairy Products Inc. Purefoods Corp. boasts of
its Coney Island brand and CFC Corp. will not be outdone with its Presto ice cream.
The time context should tell us when the problem was observed; which required the
necessity of an action. The problem was observed in the year 1992 and the case study was
written in October 28, 1992.
2.0 VIEWPOINT
In solving a business problem, the student must specify the viewpoint he is taking.
The business problem is from the viewpoint of the senior vice president of RFM, John
Marie A. Concepcion and the vice president of Selecta, Ann D. Villapando.
Objectives are specifications by which to develop alternative courses of action. These must be
realistic, achievable and whenever possible, quantifiable.
To increase their market share after the Selecta Gold Bar launch
To come up with a new innovation in the ice cream industry in the Philippines.
Strengths
Weaknesses
Opportunities
Threats
- Common in all competitors are their intentions to greatly expand their distribution.
- Smaller competitors are looking into getting at par with the production capabilities of the
main competitors.
6.0 ALTERNATIVE COURSES OF ACTION
Endorsing famous celebrities with the product could be a great way to promote the product well.
Since the Selected Gold Bar is just a newly launched product, the price must be affordable.
One of the weaknesses of the product is there is no variety of flavors because it only offers
Belgian chocolate flavors. Selecta should come up a different flavors.
Distribute the product in the leading supermarkets, groceries, convenient stores and other food
stalls for the convenience of the consumers.
Experiment and research to create the new ideas in the ice cream.
Think about an innovation how to create or come up an ice cream with a twist that will become
popular in the market.