De Ocampo, Richelle Ann Oca, Willie Fred Torres, Deserie

Banaag, Vera Maurize Grajo, Steven Dhan Wong, Toni Rose

De Lara, Monica Balasa, Rogelio Jeffri ch Sandoval, Karen
Aban, Grean Guma, Arjay

Suggested Outline in Solving Business Cases

1.0 Time Context

2.0 Viewpoint

3.0 Central Problem

4.0 Statement of Objectives

4.1 Must Objectives

4.2 Want Objectives

5.0 Areas of Consideration

5.1. External Environment

5.1.1 Threats

5.1.2 Opportunities

5.2 Internal Environment

5.2.1 Strengths

5.2.2 Weaknesses

6.0 Alternative Courses of Action

7.0 Final Decisions

8.0 Detailed Action Plan

 CASE STUDY

Competition in the P2-billion dairy products industry promises to be fiercer now that the major
players in the sector are gearing up to get a larger share of the market.

Competing in the industry are the four food based-conglomerates San Miguel Corp; RFM
Corp. of the Concepcion Family; Purefoods Corp. of the Zobel-Ayala Group; and CFC Corp of
the Gokongwei Group.

All four have lately invested heavily to expand their ice cream businesses.

San Miguels dairy products are handled by its subsidiary Magnolia corp. Which turns out a host
of ice cream products. RFM Corp. has its Selecta Dairy Products Inc. Purefoods Corp. boasts of
its Coney Island brand and CFC Corp. will not be outdone with its Presto ice cream.

1.0 TIME CONTEXT

The time context should tell us when the problem was observed; which required the
necessity of an action. The problem was observed in the year 1992 and the case study was
written in October 28, 1992.

2.0 VIEWPOINT
In solving a business problem, the student must specify the viewpoint he is taking.
The business problem is from the viewpoint of the senior vice president of RFM, John
Marie A. Concepcion and the vice president of Selecta, Ann D. Villapando.

3.0 CENTRAL PROBLEM

Selecta is one of the most popular brand of ice cream in the country but they are just the
second ice cream brand in terms of market share.
There is an intense competition between the four leading brands of ice cream in the
country.
 4.0 STATEMENT OF OBJECTIVES

Objectives are specifications by which to develop alternative courses of action. These must be
realistic, achievable and whenever possible, quantifiable.

4.1 Must Objectives

To be no. 1 ice cream brand in the country.

To increase their market share after the Selecta Gold Bar launch

To maintain their popularity in the ice cream industry.

4.2 Want Objectives

To come up with a new innovation in the ice cream industry in the Philippines.

5.0 AREAS OF CONSIDERATION

Strengths

- Company is financially strong.

- One of the leading ice cream brands in the country.

- Has high-quality product standards, innovative marketing and promotion strategies,

modern production technology, and strong distribution network at par with major
competition.

Weaknesses

- Limitation of their distribution network only to key urban areas

- There is no variation of taste

Opportunities

- Improvement of distribution systems among companies remain quantitative through

increased numbers of freezers provided to distribution channels

Threats

- Common in all competitors are their intentions to greatly expand their distribution.

- Smaller competitors are looking into getting at par with the production capabilities of the
main competitors.
 6.0 ALTERNATIVE COURSES OF ACTION

Promote or advertise the product well.

Endorsing famous celebrities with the product could be a great way to promote the product well.

Have an affordable price.

Since the Selected Gold Bar is just a newly launched product, the price must be affordable.

Have a variety of flavors.

One of the weaknesses of the product is there is no variety of flavors because it only offers
Belgian chocolate flavors. Selecta should come up a different flavors.

Improve the distribution of the product.

Distribute the product in the leading supermarkets, groceries, convenient stores and other food
stalls for the convenience of the consumers.

Experiment and research to create the new ideas in the ice cream.

Think about an innovation how to create or come up an ice cream with a twist that will become
popular in the market.

7.0 FINAL DECISION

- Promote or advertise the product well.

One of the effects of the promoting and advertising is having a Brand Establishment.
Advertising and promotional efforts help businesses establish themselves in the market as
viable brands. Businesses can build an existing market segment and improve market
position substantially through the use of advertising and promotion.
Promotions can increase customer loyalty by getting the word out about special pricing,
rewards programs and other incentives to buy. It attract new and old customers and can
keep your company relevant when competitors appear. Advertising and promotion can do
more than just maintain the strength of your primary market; they can also expose you to
new secondary markets that add revenue and possibilities for your development.
8.0 DETAILED ACTION PLAN