Strama

80 Shaw Boulevard, Mandaluyong City

A Project Study Proposal Presented to the Faculty of

College of Business and Accountancy

In Partial Fulfillment of the Requirements

For the Degree of Bachelor of Science in

Business Administration

SUBMITTED BY:

Evita G. Lumbang

Chilline Joyce B. Martin

Diana Jane V. Mendoza

Rizlie Hanna E. Merced

Christen C. Mestidio

Jaypee M. Millare

SUBMITTED TO:

Prof. Miller Mercado

CHAPTER I

INTRODUCTION

This chapter presents the background of Asia Brewery Inc. that includes the company profile, history, mission and vision, and company policies. On this chapter, we will also discuss the current corporate strategy of Asia Brewery Inc. in four areas of management. As an overview, Asia Brewery Inc. offers non- alcoholic beverage and alcoholic beverage.

Background

Company Profile

Asia Brewery Inc., founded on 27 January 1982 by Lucio Tan, Sr., is a Philippines-based diversified beverage company owned by LT Group, Inc. A publicly listed holding company of Lucio Tan, Sr. the Company is one of only two breweries in the Philippines, and is the smaller of the two, with only 10% market share. It also produces non-alcoholic beverages.

Asia Brewery, Inc. was established by Lucio Tan, Sr. in January 27, 1982 with the inauguration of its brewery in Cabuyao, Laguna and the launch of its first brand, Beer Hausen Pale Pilsen. This was followed by Manila Beer in 1985 and Beer Pale Pilsen in 1988. Beer Pale Pilsen (now, Beer Na Beer).

By 1920, the company inaugurated its second brewery at El Salvador, Misamis Oriental with a capacity of 2 million hector liters of beer per annum. It produces malt beverages like beer, Shandy, iced tea, bottled water and carbonated soft drinks. Its sister company Tanduay Distillers, Inc. produces hard liquor. It somewhat mimics the structure of its bigger rival San Miguel...