Marketing Plan

TABLE OF CONTENTS

Executive Summary…………………………………………………………………………………………………….1

Current Marketing Situation……………………………………………………………………………………….2

SWOT Analysis…………………………………………………………………………………………………………….6

Objectives…………………………………………………………………………………………………………………..7

Marketing Strategy……………………………………………………………………………………………………..8

Implementation Plan……………………………………………………………………………………………………9

Plan Control…………………………………………………………………………………………………………………10

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. 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 the customers.

This marketing plan aims to offer strategic processes of San Miguel Corporation. 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 among their competitors.

San Miguel’s goal is to help people enjoy and make progress in their lives through the many products and services that our company offers. We want to give every customer and consumer we touch access to the best we can offer—whether in terms of quality, or affordability or choice. Our strategy for achieving these goals has five major elements which are common to both our...