Bounty Agro Ventures Incorporated (BAVI) is the second largest poultry integrator in the country. With its vertical integration on the poultry supply chain, the company was able to establish retail brands. The Chooks-To-Go chain of chicken rotisserie stores was launched by BAVI to counter the imbedding challenges of the implementation of ASEAN Free Trade Area (AFTA) Agreement in 2010 that poses to local poultry companies in the country. In fulfillment of its promise to bring the best quality food to every Filipino family from farm to plate led to the creation of Uling Roasters brand. Uling Roasters (UL) brand is an innovation of Bounty Agro Ventures Incorporated that serves traditionally cooked roasted chicken. It was tested in the market since 2013 where each of the provincial business centers of BAVI piloted outlets to verify the market?s acceptance of UR?s products and services. Davao business center started to operate Uling Roasters since 2013 there are only three outlets operating in Davao city from 7 stores that opened since 2013. These strategic papers aimed to determine the external and internal environmental factors that could be maximized to come up with strategies for implementation to satisfy the objectives of the company anchored to its Vision ?To be the preferred take-out store of freshly cooked food serviced by highly motivated and well-trained people? and Mission which is ?to provide freshly cooked food of the best value in every neighborhood?. A consumer preference survey was conducted in Davao City intended to identify purchasing patterns of the consumers of roasted chicken in Davao City; measure the relative importance of each attribute to consumers when buying roasted chicken; identify market segments of roasted through cluster analysis; identify the factors that affect the preference of a consumer who belongs to a particular market segment. Results of the consumer survey were used in the detailed analysis of the environmental factors affecting Uling Roasters. Focus group discussions were also conducted among the consumers that participated in the survey where further preference on roasted chicken attributes were discussed. Conjoint Analysis was also carried out in determining the consumer preference for roasted chicken, a traditional conjoint method was employed since the design does not include more than 10 roasted chicken attributes. Strategies were formulated through a 3-stage decision making framework as developed by David, 2011. Input stage is accomplishing the internal factor evaluation and external factor evaluation. Matchng stage uses SWOT analysis where the assessment concentrates on deriving different strategies by correlating the identified internal and external factors. The QSPM (quantitative Strategic Planning matrix) is used in decision stage where objective evaluation of various strategies consequent in matching stage was conducted. There were three strategies that were formulated: seeking increased sales for present products in present markets through greater marketing efforts, seeking increased sales by improving present products or developing ones, and regrouping through cost and asset reduction to reverse declining sales and profit. The three strategies are interrelated thus implantation program construction is integrated. The plan covered the simultaneous execution of strategy 1 which is the market penetration and Strategy 2 which is the product development. Implementation activities involved operations, marketing, and financial forecast for two years. Control measures include the utilization of a Key Result Area tool with performance indicators that allows Uling Roasters to check actual results of what were planned and eventually devise corrective actions.

Thesis (Master in Management) -- University of the Philippines Mindanao, June 2016.