Colegio de San Gabriel Arcangel of Caloocan

Argentina Corned Beef

SWOT ANALYSIS

GROUP NO. 2

Heguillena II Felix E.
Jumaday Thrisen C.
Dimayuga Xyline Anne M.

Signed and Approved by:

_______________________
Mr. Rex D.Lazaga
Adviser

_________
GRADE

Principles of Marketing
1st Semester
2019-2020
 COMPANY HISTORY
Century Pacific Food Inc. (CNPF) is a Filipino food company based in Pasig
City, Philippines. The company was founded as Century Canning Corporation by Ricardo S.
Po, Sr. in 1978. It changed its name to Century Pacific Food in 2014.Century Pacific Food Inc.
(CNPF) is a Filipino food company based in Pasig City, Philippines. The company was founded
as Century Canning Corporation by Ricardo S. Po, Sr. in 1978. It changed its name to Century
Pacific Food in 2014.Century Pacific Food Inc. (CNPF) is a Filipino food company based in
Pasig City, Philippines. The company was founded as Century Canning Corporation by
Ricardo S. Po, Sr. in 1978. It changed its name to Century Pacific Food in 2014. After three
years of diligent research and study, Century Canning Corporation (CCC) was established in
1978. It was a pioneer tuna canning facility focusing mainly on processing and exporting the
abundant supply of tuna in Philippine waters. In 1983, Century Canning Corporation had
already grown to be one of the largest Philippine tuna canneries, exporting and shipping
hundreds of containers to the United States, Europe and the rest of the world. In 1986, its
flagship product, Century Tuna, was introduced. Thus began the long and winding journey of
education that has resulted in the modest but growing Philippine market for canned tuna. In
1995, Po decided to apply the discipline, cost consciousness and competitiveness of the fish
processing industry to the meat processing business with the establishment of Pacific Meat
Company Inc. (PMCI). It launched the Argentina brand of canned corned beef. Between the
1998 - 1999, Columbus Seafoods Corporation (CSC) was established to operate the canned
sardine business from a newly built factory in Zamboanga City. In 1999, General Tuna
Corporation (GTC) was incorporated to continue the canned tuna export business out of a brand
new plant in General Santos. In 2001, the company revived the Birch Tree milk brand with the
introduction of Birch Tree Full Cream Powdered Milk. In 2003, Angel Milk expanded the
company's foray into the milk business. Both brands are under the Snow Mountain Dairy
Corporation (SMDC). In 2008, Snow Mountain became the second largest liquid milk
company in the Philippines and continues to diversify into new and growing food categories
like 3-in1 coffee (Kaffe de Oro brand), coffee creamer (Angel), and Sinigang (Tamarind) Soup
Mix (Home Pride).In 2009, with the success of the Century Gourmet Bangus Fillet, the frozen
line from Century Quality brand was introduced and also in line with CPG's common purpose
to "nourish and delight everyone, every day, everywhere", PMCI launched its entry into the
Fresh Processed Meats Category last November 2009 under the Argentina and Wow Brands.
In November 2012, the group acquired the Swift brand of processed meats from RFM
Corporation. In 2014, Century Pacific Food Inc. (CPFI) was established to consolidate its
canned food businesses. In 2009, with the success of the Century Gourmet Bangus Fillet, the
frozen line from Century Quality brand was introduced and also in line with CPG's common
purpose to "nourish and delight everyone, every day, everywhere", PMCI launched its entry
into the Fresh Processed Meats Category last November 2009 under the Argentina and Wow
Brands. In November 2012, the group acquired the Swift brand of processed meats from RFM
Corporation. In 2014, Century Pacific Food Inc. (CPFI) was established to consolidate its
canned food businesses. In 2017, CNPF acquired the Philippine licensee of Hunt's from
Universal Robina.
 MISSION

Reinforce current businesses and brands to deliver quality and value for money
products that generate attractive returns through responsible sourcing and operational
excellence. Strengthen the organization that attracts, nurtures, and retains passionate and high
performing corporate entrepreneurs and teams who live balanced lives. Pioneer the
development of healthier and tastier food and beverages that consumers love and trust through
latest credible nutrition science and effective branding. Scale up the business across the globe
by creating consumer and customer connections and experiences in a more profitable and
sustainable way across the value chain.

VISION

We are a sustainable and responsible global company of entrepreneurs that nourishes

and delights our customers with, healthier food and beverages through manufacturing
excellence, nutrition expertise, trusted brands and passionate people.

CORE VALUES

Respect for the Individual

We accept that there will always be differences in opinions, perspective, and way of doing
things. We find ways to arrive at the highest value that can be created out of issues and
opportunities despite individual differences. We listen to everyone’s opinion but firm on the
final team decision.

Teamwork

We work together under one vision and mission. We recognize strength of individuals and let
the most qualified lead the team. We understand individual accountabilities, deliver on them,
and do more as the situation calls for it.

Passion for Excellence

We continuously work across the value chain on excelling and optimizing our operations and
costs to offer the best value for our customers, partners, and shareholders. We are relentless in
overcoming challenges.
Customer Centric

We continuously pursue to understand consumer needs, anticipate market trends, and work
towards delighting them through our products and experiences. We understand who benefits
most from the goods / services we provide and continuously find ways to “wow” them. We are
reliable, resilient, and responsible. We go the extra mile to provide more than the basic
necessities of our customer and display a sense of urgency to service their priorities.

Humility

We respect each other and remain grounded even with exceptional intellectual achievements.
We are open to ideas as brilliant ideas can come from anybody. We recognize the value of
others far greater than oneself. We celebrate successes resulting from one’s hard work and not
due to the failure of others. We graciously accept defeat or loss, keeping in mind that this is
but a learning experience preparing us for greater achievements. We are able to admit and
accept one’s mistakes.

Integrity

All our decisions are guided through absolute integrity and conscience to protect our
consumers, communities, partners, employees, and shareholders. We strive to do the right thing
even when no one is watching. We adhere to moral uprightness, transparency, and
trustworthiness. We walk the talk.

Malasakit

We strive to exceed expectations through personal accountability, selfless contribution, team

work, and proactively collaborating with each other with concern, care, and compassion. We
have the mind set of an owner and treat the business as one’s own. We help market our
products, report relevant customer feedback, and direct display/stock concerns to the
appropriate person. We patronize our products.

Entrepreneurial Spirit

We have grit and possess a growth of our mind set that enables us to think big, persist in
overcoming any challenges, and achieve our vision through a bias for action. We are constantly
open to opportunities for the Company to grow further and become more profitable. We
continuously strive for effectiveness and efficiency that will drive sustainable and profitable
growth. We find ways to do things more efficiently while adding more value to product output
to create more business or cost savings to the company. We act on what is good for the company
but not to the extent of violating policies. We cut off bureaucracy and always consider the
“business side” when making decisions.
 STRENGTH
Argentina Corned Beef is the only local healthy corned beef because it is fortified with Zinc
that helps you grow faster and Iron that helps you think faster as well. It is made up of premium
beef and pork and blended with the right spices

ARGENTINA CORNED BEEF has variant flavours. They have the classic, chunky, corned
beef in sauce, gold label, carne norte and extra-long shreds which is interesting because they
are considering the diversity of the society wherein people have different tastes, and Argentina
is trying to satisfy customers by with producing variant flavours.

AREGENTINA CORNED BEEF has reasonable prices. The Argentina Corned Beef 150g
costs 23 pesos, and the Argentina Corned Beef 175g costs 34 pesos. They follow the retail price
suggested by DTI in which makes them very competitive, given that the product has good
quality.

ARGENTINA CORNES BEEF is also famous in the Philippines. They make sure that they
satisfy the taste of Filipinos with variants providing Filipino style.

It is also known for famous endorsers like Coco Martin, Anne Curtis, Solenn Heusaf, Sarah
Geronimo, Boy Abunda and many more. By the help of these celebrities, they were able to
influence Filipinos to and encourage them to buy their product.

They mostly advertise their products through musical, creating jingles that are pleasing to
people's ears which encourages them to buy the product.

Given that Argentina Corned Beef is really famous in the country, it can create its own
company because of its huge impact to the customers.

It is not just famous in the Philippines, it is also being sold to other countries like USA.
Argentina Corned beef is being posted in Amazon which is one of the most famous online
shopping in America.

The packaging has Pleasing appearance. It easily attracts customers by its colourful label.

It is also beefier than other competitors. When you open the can, you will see that the internal
product is very dense, making the customers think that they will enjoy eating once they started
because of its amount.

It has less oil than other competitors. When you fry it, it's less watery and once you eat it, it
will not give you an impression to be easily get tired of eating the product.

It's not that salty when it comes to taste compare to other competitors. And when you compare
it to others, it is reddish and its stripes are not cut.
 WEAKNESSES
The information in the packaging is not that precise compare to other competitors. Other
competitors put the procedure on how to cook it their product. They also put the Allergy
warning for people who has allergy in which we cannot find in the packaging of Argentina
Corned Beef.

When you open the can, the product smells like can. Compare to other competitors, when we
open the can it smells corned beef.

It is not stewed compare to other competitors. Based on our observation, the reason why it
smells like can is because they did not stew the product prior to putting it in the can.

CDO karne norte, which is one of the heavy competitor of Argentina Corned beef is healthier
because it has less Fat and Protein, which is more convenient for all people to eat without
worrying about their health.

OPPORTUNITIES
More public relations in the future so they can promote their product to people.

When you eat it after opening the can, it leaves a can aftertaste compare to other competitor.
Argentina corned beef can improve their product by stewing their corned beef before putting it
in a can so it won't leave unnecessary aftertaste specially to those people who are in a hurry
and has no time in stewing it themselves.

Lessen the preservatives that they use so it will be healthier to people. Based on our
observation, Argentina has the highest percentage of Fats and Protein than the other
competitors. They can lower it down so it doesn't sound selective to those people who are not
allowed to eat food with MSGs.

THREAT
Other competitors like CDO Karne Norte, doesn't leave unnecessary after taste because it is
stewed before putting in a can, which is convenience to those people who are always on the go
and does not have time to stew it.

Other competitors also has low Fat and Protein percentage which doesn't sound selective to
those people who has High Blood Pressure, that are not allowed to eat oily foods.

Other threat of Argentina corned beef are the homemade corned beef being sell in the public
market or by online resellers. For a small price, they can get much more volume of their product
in which people are more practical of.
VARIANT FLAVOURS OF ARGENTINA CORNED BEEF

Argentina Corned Beef Classic

Variant SRP
Argentina Corned Beef Classic 100g 18 php
Argentina Corned Beef Classic 150g 29 php
Argentina Corned Beef Classic 175g 47 php
Argentina Corned Beef Classic 260g 54.50 php

Argentina Chunky Corned Beef

Variant SRP
Argentina Chunky Corned Beef 150g 42.50 php

Argentina Hot & Spicy Corned Beef

Variant SRP
Argentina Corned Beef Hot & Spicy 175g 48.75 php

Argentina Carne Norte

Variant SRP
Argentina Carne Norte 100g 20 php
Argentina Carne Norte 150g 33 php
 SAMPLE REVIEWS
Kyrie Patina says:

“This is the sort of food that a person can expect to find a great deal of at the local Second
Harvest or Salvation Army food bank. It feeds a crowd inexpensively. If I had a very
demanding and cheap someone to care for, who ate a lot of food at my expense, and demanded
corned beef, I might purchase this about once or twice over the course of a year. It’s no worse
than the lard bottom line flour, bleached sugar and food colouring cake for dessert at the event,
and might taste better to some people. It’s tastier than emergency meal packs.”

Alex_29 says:

“I’m not really a fan of corned beef, but I decided to buy one to have something to eat at home
that’s easy to cook. It’s also good to have something that doesn’t easily spoil even if it’s not
refrigerated. Out of all the local brands of corned beef that I saw in the groceries, I bought
Argentina Corned Beef (175 grams). It’s one of the popular brands in the Philippines. I’m
happy I bought Argentina. I cooked it with garlic, onion, and potatoes. It doesn’t have that
much oil. It’s actually more of a dry corned beef, which I really like. I’ve seen some corned
beefs containing oil and liquid inside the can. There are some that contains red coloured liquid
inside which adds colour to the beef, which is not good at all. I’m happy that Argentina Corned
Beef doesn’t have that fake red colour. The can is also completely filled with corned beef. So
a 175 grams would be enough for more than 2 people. I’m also satisfied with the taste. It’s not
too salty.”

Rickyet says:

“I’ve first seen this Argentina Corned Beef in a TV commercial, and that made a big impression
to me of the product. I first tried it with the small can they have in stores and started liking it.
From then on, it became the brand I always choose to and serve to my family. But what made
me like this Argentina Corned Beef? Well aside from its taste, I just simply like corned beefs.
They can be cooked in many ways, from breakfast to real meals.”

References:
https://www.centurypacific.com.ph/content/cD00JnBjPTEwJmJkP

https://en.m.wikipedia.org/wiki/Century_Pacific_Food

https://unlideals.com/argentina-corned-beef.html

https://www.reviewstream.com/reviews/?p=121617