Braving the blue ocean: Investigating the corporate strategy of Celine Marketing Corporation

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Applied Corporate Management

Subject Categories

Business and Corporate Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Beatriz K. Tschoepke

Defense Panel Chair

Benito L. Teehankee

Defense Panel Member

Real C. So

Abstract/Summary

This study examined the strategic approach of a homegrown corporation, Celine Marketing Corporation, highlighting the corporate strategies of the firm. The research likewise questioned the possible application and contribution of Kim and Mauborgne's Blue Ocean Strategy to the organization. Since the author had internal access with the company, the researcher participated in the organization and facilitated an action research study to answer these inquiries. The researcher triangulated the results and further used it for pattern matching, alongside the utilization of the SWOT analysis to examine the organizational resources and capabilities of the firm.

Consequently, the actual results showed the company made use of one of the Six Paths that aided in the creation of blue oceans. This implied that the concept of the Blue Ocean Strategy can be applied to the company, and subsequently contribute to the development of the firm. The author, in collaboration with the research participants analyzed the data and put certain directives into action. The researcher and kingpins subsequently reviewed these strategies in compliance with the nature of action research. Finally, the author created three blue oceans for the three brands of the corporation, namely, Celine, CMG, and SO!FAB. This investigation therefore presents an interesting discussion for entrepreneurs as well as corporate workers. The researcher recommends the auxiliary studies on the Blue Ocean Strategy will further solidify its application and contribution to the local setting.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU15318

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

ix, 197 leaves ; ill. (some col.) ; 28 cm. + : 1 computer optical disc

Keywords

Industrial management; Strategic management; Strategic planning; Business planning

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