Thesis, Graduate (Master in Management)--University of the Philippines Mindanao, December 2012.

Confidential.

Allegro Ice cream is a young enterprise under Glory Foods Corporation that started in the year 2007. In the beginning of the business, it had a very overwhelming response from the market. This led to further enhancements to the plant as well as acquiring more investments. However, since 2009 when the Marketing and Sales area weakened, total sales performance began to decrease up to 50% (2007-2011) and has not yet recovered, which also resulted to poor efficiency. Even though the remaining slice in the ice cream industry market is at as low as 6%, Allegro Ice cream tries to thrive in the competition because of its various strengths such as its branding and uniqueness. It has a very weak Marketing and Sales aspect thus this plan emphasizes on this matter. Allegro will maximize market penetration to increase coverage and sales. Particularly, increase Marketing (and R&D) budget and efforts to intensify Sales and Marketing Performance, utilize existing marketing paraphernalia, increase revenue from the existing market coverage, maximize Production efficiency, and improve organizational and human resource systems. It targets to achieve a 6% Sales increase by July 2013, and an annual sales increase of 10% (of the preceding year), and 100% sales increase by 2017 (2011 as base year) and be sustained. The strategy implementation shall be documented, monitored and evaluated.