Porters

RIVALRY AMONG COMPETING FIRMS

* Increasing no. of competitors

Food manufacturing, including food and beverage processing, remains the Philippines' most dominant primary industry and accounts for 40 percent of total manufacturing output.

The industry contributes to 20 percent of GDP. The industry represents a gross added value of more than US$2 billion and the Philippines Bureau of Food and Drugs’ Statistical Report lists approximately 12,000 food processing establishments. Food processing has been identified by the government as the priority sector to attract foreign investment.

According to NZTE Manila, top local food players include San Miguel-Pure Foods, RFM Corporation, Universal Robina Corporation, CDO and Century Tuna.

* Market share of each competitor

The Fiesta brand is the company’s second market leader. It follows the Selecta brand that has continued to dominate the Philippine ice cream market with over 50 percent market share.- RFM (Annual Report)

Concepcion attributed the sales performance to the growth of its core products, and enhanced by a continuing stream of product innovations in their branded businesses, backed by aggressive marketing campaigns, especially in Fiesta pasta, and Selecta milk. Selecta ice cream alone posted over 48% sales growth that pulled-up the entire ice cream market category growth to 20%. This led to a more dominant market leadership position of 66% for Selecta, while competitors declined to 21 % and 8 % market shares, as of November 2010.

* Fixed cost

* Industry demand

http://www.philstar.com/Article.aspx?articleId=783418&publicationSubCategoryId=66

Value of Production Index (VaPI) for total manufacturing sustained a positive growth of 7.1 percent in April 2012, according to the preliminary results of the Monthly Integrated Survey of Selected Industries (MISSI). Significant contributors to the growth were registered in the following major sectors: publishing and printing (131.5%), furniture...