A Marketing Plan for San Miguel Corporation

NORTH CENTRAL MINDANAO COLLEGES

Maranding, Lala, Lanao del Norte

A Marketing Plan for San Miguel Corporation

In Partial Fulfillment of the Requirements on Marketing 2

Presented by:

Osorio, Roel P.

Presented to:

Ferdie Mendoza

MKTG 2 Instructor

I. Executive Summary

San Miguel Corporation’s first set of products are beverages, food, and packaging. For over a decade, they are considered as one of the top competitors. All over the world, its beverages, specifically the beer, were lined with the top ten beverage- selling company of the world. For growth, they entered new industries such as mining infrastructure, and banking. In order to increase profitability, SMB Corporation took risks on other industries which may be battled by other top competitors (who they are not usually the best at). This move was done last 2007. Although they have withstood a decade, a change in its strategy should be considered. Since they are investing on other industries, a product design and reengineering should be given much attention. With the continuous rise of competitors, the corporation must also be socially responsible to win the hearts of its costumers.

The marketing plan “A Marketing Plan for San Miguel Corporation” aims to offer strategic processes. Since they have engaged on new industries, market penetration would be a difficult task. However, with the aid of this marketing plan the corporation would be able to think of possible ways to have a greater market share both locally and internationally.

II. Business Mission and Objectives

Business Mission

The San Miguel Corporation is committed to empower its stakeholders and to penetrate new markets. By harnessing social responsibility among its businesses, SMB Corporation aims to build mutual relationship towards its costumers with different beneficial programs.

Objectives

• To be constantly aware of the aspiration of the people and of the...