Argolic Gulf growth plan

Date of Publication

2015

Document Type

Master's Thesis

Degree Name

Master of Science in Entrepreneurship

Subject Categories

Entrepreneurial and Small Business Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Allan P. Quijano

Defense Panel Chair

Emilina R. Sarreal

Defense Panel Member

Salie Ann F. Siao
Juan Carlos R. Lactao

Abstract/Summary

This study discussed the growth plan of Masterpeaces Argolic Gulf brand in the local market. With 15 years in the export and manufacturing of canned crabmeat, the company has chosen to formalize its local presence and strategically penetrate the Philippine scene. Given numerous positive indications in the environment such as low competition and the improving food preference, Argolic is keen on taking these advantages. It is confident that the uniqueness and convenience of the product will propel the brand and bridge the gap between its quality oriented customers.

The study was conducted through interviews to representatives of the food industry using concepts such as 4Ps and 7-S. It was concluded that having its own logistics and manpower creates a gap between Argolic and its competitors. Also, the known strengths of Masterpeaces manufacturing process play a big role in differentiating the product.

The strategies were derived using SWOT analysis. Furthermore, an implementation program was formed where the activities, required budget and significance were enumerated. The recommended strategies include improving Argolic's competencies to attract more customers and other food institutions, creating a new packaging and recommending crab dishes to its clients. As a result, Argolic believes that its local sales will not only thrive but also sustain its growth in the Philippine market.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006559

Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Business planning; Strategic planning; Canned foods industry--Management

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