Andec Hi-Calcium Milk
Autor: Kristelle Austria • February 24, 2015 • Case Study • 1,183 Words (5 Pages) • 2,732 Views
[pic 1]
University of San Carlos
Department of Business Administration
School of Business and Economics
Case Analysis 3:
ANDEC HI-CALCIUM MILK
In Partial Fulfillment of the Requirements of
MARK 31M – Strategic Marketing
TTH 9:00 – 10:30 AM – AD316MC – 2nd Semester A.Y. 2014-2015
Submitted by:
AUSTRIA, KRISTELLE LOEEN NIÑA L.
OUANO, MIKEE M ARIE Z.
Submitted to:
IVY RAVINA JUMAO-AS, MM
05 FEBRUARY 2015
Chapter 1
SITUATIONAL ANALYIS
1.1 Company background
New Zealand Milk Products (NZM) is an international manufacturing firm that has its base operations in New Zealand. It is a global business providing a wide range of dairy products that include butter, cheese, yogurt, and milk, in both fresh and powder formulas.
The vision of the company is to provide healthy, natural daily nutrition for life. The wide range of dairy products it offers reflects the firm’s determination to pursue its objectives which is “Global Reach and Local Touch.”
The increasing network around the globe led to the creation of an exclusive local distributing arm in the Philippines. In 1981, New Zealand Milk Philippines Inc. was established through two joint ventures: first one was partnership with the Kawsek family, a local trade and distribution firm. A fifty-fifty equity deal was agreed upon for handling the distribution of milk products. The other joint venture was with the Philippine Dairy Products, a subsidiary of San Miguel Corporation, at thirty-seventy equity deal for cheese and spreads.
In 1991, the contract with the Kawsek family lapsed, giving way to the dissolution of their first venture. In October 1995, this business unit was sold and incorporated under Manila Prime Holdings Asia. By 1996, New Zealand Milk Philippines Inc. became a wholly owned subsidiary of the international manufacturing firm but incorporated in the Philippines as a business unit and now the local marketing and distribution arm for milk products in the Philippines market.
Products are directly supplied from New Zealand and were kept in warehouses located in the Central Business Park in Pasig City.
1.2 Advanced S/W Analysis
STRENGTHS | IMPORTANCE | RATING | SCORE |
First hi-calcium content milk product | 0.15 | 3 | 0.45 |
15% price premium | 0.03 | 1 | 0.03 |
product of a subsidiary global business company | 0.09 | 3 | 0.27 |
Kids (4-8 yrs. old and 9 & above yrs old) are the target markets | 0.04 | 2 | 0.08 |
conducts bulk product testing | 0.1 | 2 | 0.2 |
Uses blue ocean strategy | 0.01 | 2 | 0.02 |
Vision statement: “provide a healthy, natural daily nutrition for life” | 0.08 | 3 | 0.24 |
Being the first to offer hi-calcium milk to growing up kids is indeed strength to Andec. This is also an edge and a competitive advantage to them which requires more resources and management in order to live out their vision statement. The vision has provided them a brighter side and they somehow fulfilled it and being a product of a global milk business company.
...