iii

Table of Contents


Page
Title page i
Acknowledgement ii
Table of Contents iii
List of Tables vi
List of Figures vii

Executive Summary 1

Chapter I Introduction

1.1 Background of the Study 2
1.2 Paper Design and Methodology 3
1.3 Scope and Delimitation 4

Chapter II External Analysis

2.1 Economic Forces 5
2.2 Sociological and Demographic Forces 7
2.3 Technological Forces 8
2.4 Political, Legal and Government Forces 9
2.5 Environmental Forces 10
2.6 Competitive Forces

Chapter III Industry Analysis

3.1 Definition of Industry 12

3.2 Marketing Mix
3.2.1 Product 12
3.2.2 Price 13
3.2.3 Promotion 13
3.2.4 Distribution Channel 14
3.2.5 Customer/Target Market 15
3.2.6 Competition 16
Porters Five Forces
3.2.6. a. Rivalry among Competitors 16
3.2.6. b. Potential for New Entrants 17
3.2.6. c. Bargaining Power of Suppliers 17
3.2.6. d. Bargaining Power of Buyers 17
3.2.6. e. Potential Substitutes 18

3.3 Operation/Production
3.3.1 Process 18
3.3.2 Capacity 19
3.3.4 Quality 19
3.3.5 Technology 20

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3.4 Industry Analysis Ratio 20

3.5 Industry Trends 21

3.6 Problems in the Industry 23

Chapter IV Company Analysis
4.1 History and Milestone 24

4.2 Management 25

4.3 Culture 25

4.4 Corporate Social Responsibility 26

4.5 Organizational Structure 28
4.5.1 Human Resources 28

4.6Vision/Mission Statement 29

4.7 Strategies 30

4.8 Marketing Mix

4.8.1Product 32
4.8.2 Price 34
4.8.3 Place 35
4.8.4 Promotion 36
4.8.5 Customer 37
4.8.6Competition 37

4.9 Operations
4.9.1 Process 39
4.9.2 Capacity 40
4.9.3 Inventory 40
4.9.4 Quality 40
4.9.5 Technology 41
4.9.6 Research and Development 42
4.9.7 Value Chain Analysis 43

4.10 Gardenias Financial Performance
4.10.1 Profitability Ratio 44
4.10.2 Liquidity Ratio 45
4.10.2 Leverage Ratio 45

Chapter V Strategy Formulation
A. Input Tools
a.1. External Factor Evaluation 46

a.2 Competitive Profile Matrix 48

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a.3 Internal Factor Evaluation 50

B. Matching Tools
b.1. TOWS Matrix 52
b.2 SPACE graph 53
b.3 Bostons Consulting Group Matrix 57
b.4 Strategic Position & Action Evaluation (SPACE) Matrix 58
b.5 Integrated Evaluation Matrix 59
b.6 Grand Strategy Matrix 60

C. SUMMARY OF ALL MATRICES 62

D.SWOT Summary 63
Chapter VI Strategy Implementation
A. Recommended revised Mission Statement 67
B. Recommended revised Vision Statement 67
C. Recommended Revised Objectives 67
D. Recommended Revised Organizational Structure 68
E. Recommended Strategies 68
F. Recommended Departmental Plans 70
G. Financial Projections 72
CHAPTER VII
Balance Scorecard 74
CHAPTER VIII
CONCLUSIONS 76
Annex
A. Financial Statements of Gardenia
Bibliography







vi

LIST OF TABLES

Table Page

Table 1 Industry Total Assets 10

Table 2 Industry Net Sales 11

Table 3 Industry Net Income 11

Table 4 Mission Statement 29

Table 5 Summary of Gardenias Entire Product Line 32

Table 6 Comparative Prices of Gardenia Products in the Three Major Supermarkets 34

Table 7 Profitability Ratio 44

Table 8 Liquidity Ratio 45

Table 9 Leverage Ratio 45

Table 10 EFE Matrix 46

Table 11 CPM Matrix 48

Table 12 IFE Matrix 50

Table 13 TOWS Matrix 52

Table 14 SPACE Matrix 58

Table 15 Summary of All Matrices 62

Table 16 TOWS Summary 63
















vii

LIST OF FIGURES
Figure Page

Figure 1 Competitive Forces 11

Figure 2 Competitors 16

Figure 3 Industry Process 18

Figure 4 Gardenias CSR 26

Figure 5 Organizational Structure 28

Figure 6 Sales Promotion (G-lock craze) 32

Figure 7 Gardenias Process 38

Figure 8 Color-Coded G-lock 41

Figure 9 Value Chain Analysis 43

Figure 10 SPACE Graph 55

Figure 11 BCG Matrix 57

Figure 12 IFE Matrix 59

Figure 14 GS Matrix 60