Competitive advantage : strategic directions for Fresh Foods Incorporated /
Nelson N. Manigo ; Adela G. Ellson, Liza N. Pabularcon, advisers.
- Davao City : School of Management, University of the Philippines Mindanao, c2007.
- vi, 123 leaves
Thesis, Graduate (Master in Management)--University of the Philippines Mindanao, April 2007. Confidential
A business enterprise is a product of an entrepreneurial spirit. Like any other organization, an enterprise has also its up and down as a profit-oriented organization. The challenges that concern all the stakeholders of an enterprise will be addressed by expediting the use of an integrative management tool like strategic management. This research is focused on the formulation of a strategic plan for Fresh Foods Incorporated. It is an enterprise engaged in the production of day-old-chicks and feeds for its poultry contract growing operations; as well as production, distribution, and marketing of live broiler and dressed chicken commodity products. Though, the firm's primary products are poultry commodity products, it is also engaged in the production and marketing of value-added products. The subject enterprise's value-added product operations will be excluded in the study. The firm started its maiden operation in 2001. The firm's business operation has grown through the years. However, knowing that the enterprise has the capability for growth and expansion, the enterprise will formulate a strategic plan that will facilitate as a blue print for management from 2007 to 2011. This strategic plan is a product of an in-depth study and analysis of the enterprise's internal and external environments and an assessment of its corporate values, objectives, strategies, goals, and programs. The researcher's analysis of the internal environment of the subject enterprise revealed the following strengths and weaknesses. Strengths: a. top management has the experience and expertise to succeed; b. has the facilities to meet the demands of the market; c. commitment to provide the best service and quality products; d. ability to produce contract growers with world-class broiler productivity index (BPI); e. profitable. Weaknesses: a. corporate values, mission and vision statement not internalized; b. brand name recognition not at par with competitors; c. limited distribution networks & marketing programs; d. management information system very inadequate. On the other hand, the analysis of the firm's external environment indicate the following threats and opportunities: Threats: a. dominance of the market leader in the industry; b. possible recurrence of the bird flu epidemic in the Asian region; c. availability of corn produce in the local market; d. prices of soya beans in the world market. Opportunities: a. downsizing of Swift Food's Inc. and Vitarich provides potential partnership with new growers, distributors, and customers; b. a niche can be created in the industry, an innovative distribution system or marketing process; c. forward integration with selected HRI customers and backward integration with selected business partners (feed mills & hatcheries). With expeditious research and study of the external and internal environment of Fresh Foods Incorporated and bearing in mind the enterprise's stated vision, mission, values, and objectives the proposed strategy is ?to attain cost leadership in the industry, enhance market coverage, growth & expansion ?. The strategic plan is a two-phase strategy consisting of: 1. Cost leadership and aggressive marketing of product lines to enhance market coverage, consumer satisfaction, and brand name recognition; 2. growth and expansion of the enterprise's operations. The two-phase strategy will be done within a period of 5 years, as envisioned in the strategic plan. This firm will be able to attain a more realistic and concrete results of its vision to become a major player in the food manufacturing industry in the Philippines. In a nutshell, this paper aim to attain cost efficiencies, effective market identification and market segmentation, viable product promotion plans, and as well as having an efficient management information system that will effectively implement action plans to expedite a better execution of the proposed business strategies. This research paper was prepared with FFI in mind; however the principles and strategies proposed are also applicable to any other business enterprise. They are optimistic that this study, prepared with an insider's view of the business enterprise will be of tremendous help to all stakeholders.