Thesis, Graduate (Master in Management)--University of the Philippines Mindanao, December 2008.

Confidential

Dr. Alfred's Essentials Inc. started as a small business in 2005. The company engages into producing mangosteen-based natural health products and is registered with Food and Drugs Administration (FDA) standards of California, USA and Bureau of Food and Drugs (BFAD) in the Philippines. The company was recognized as International Food Exposition Awardee for the Year 2006 as an exotic drink with proven health benefit as an upbeat beverage for wellness during the International Food Exposition in Los Angeles, California. The company aims to be the local market leader in three years. Currently, the company has two major competitors that offers similar product and were almost undifferentiated. In order to increase its market share and expand its target market, the company offers competitive products. The company prides itself in maintain affordable and safe mangosteen-based health products. They believe in pleasing their commuters with a smile and that rare brand of southern hospitality, delivering total customer satisfaction. The company provides excellent quality products utilizing efficient and effective technology. The company believes that quality and reasonably priced are the key to their market. The company's internal and external environment was evaluated and assessed to formulate and identify the best strategic options with the use of quantitative strategic planning matrix. Advertising and promotions will play a major role in their bid to be the local leader in this business segment. It will allow the company to attract other market segments as well. To be more visible in the market, the company will have its own website. The company will be placing ads in various media (television, radio, and print media) as well as interest enhancement efforts such as trade shows, product demonstrations, sponsorships and others. The company also needs to penetrate further in a delimited competitive arena. The company will establish a research and development team as well as incorporate product modifications into existing products or develop new products that have clear connection with the existing product lines. Several activities will be implemented by 2009 and be continued for the coming years. It is the company's objective to be financially sound after three years of its implementation. The company will have frequent monitoring and evaluation in its activities in order to ensure that they are following the direction established during strategic planning. The company will always consider the consistency and relevance of the activities and how each initiative links the decision to the goal achievements. At the same time, review process through a balanced scorecard will also be conducted in order to assess four perspectives such as financials, customer relations, internal business process and learning and growth. Feedback mechanism will be made available in order to help establish concrete measures of performance in every area of the organization. This strategic plan outlines the company's business strategies to increase market share and expand target market as well as their desire to be market leader.