I.

Company Background

RFM Corp. is engaged in provision of food and beverage business. It operates

through the following segments: Consumer Business; Institutional Business; and Other
Operations. The Consumer Business segment manufactures ice cream products, milk
and juices, and sells the latter together with pasta and rice-based mixes. The
Institutional Business segment produces flour and bread products, pasta and rice-based
mixes but only trades flour and bread products.

II. Company Mission and Vision

MISSION

To produce and market better value branded food and beverage products for the
greater mass of Filipino consumers everywhere in the country.

VISION

To be the Philippine market leader in affordable-quality food and beverage

products

III. External Opportunities and threats

OPPORTUNITIES THREATS

 Quality product can compete to  Slow brand recognition.

international market.
 Save large group of customers
and variety of products
available.
 Slow economic growth.
 Large amount of company money
is sleeping and unprofitable.

 Lesser opportunity to penetrate

 Wider connection. the market.

 Limited market holdings

XI. Strategies

 Promotion – promotion will be done during the first month of the year.Promotion
includes tv advertisement, magazines and social media account promotions.
 Differentiation – qualities of the product lie Sunkist, Fiesta Pasta, and Moo
Chocolate drink will be impoved. These inludes the packaging and the product
content.
 Product Innovation – having an improved product and product new to the
customer encourages possible customers. Products and technology will be
improved

Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Promotion
Differentiation
Strategy
Product
Innovation

Budgeting

TV Commercial = 6,000,000

Magazines = 70,000

Internet promotions = 25,000

Total amount = 6, 095, 000