SELECTA S.W.O.

T
ANALYSIS
History:
The Selecta ice cream brand can trace its roots way back to 1933 when
Ramon Arce, Sr. started his carabao milk business in Novaliches. Soon
after putting the business up, he and his wife Carmen began making their
own ice cream recipes made from the carabao milk and sold these in the
iconic gold tin containers. Since then, the taste and quality of Selecta ice
cream have been the priority of the founders and the company today.

In 1990, RFM Corporation acquired the Selecta brand from Arcecon Dairy
Products, Inc. and established Selecta Dairy Products, Inc. to take over
the production of Selecta ice cream. Under RFM, the recipe of Selecta
ice cream was further improved and aggressively marketed, posing a
serious challenge to then market leader, Magnolia, and a big international
player, Nestle. With a vision of being the no. 1 ice cream company in the
Philippines, Selecta would gain its success in a “David and Goliath” battle
against the said giants and work on to being Asia’s #1. This led to a joint-
venture agreement with Unilever Philippines in 1999, bringing to life the
now Unilever-RFM Ice Cream, Inc. With this partnership, we at Selecta
today envisions bringing the ice cream business to further heights with
the values and purpose that has molded us since day one.
Mission:
Selecta is dedicated to providing great quality
coffee brands and convenient food and
beverages concepts.
Vision:
Selecta will be the European leader in
unattended self-serve coffee and convenience
food, at the workplace and on-the-go.
S.W.O.T Analysis
Strenghts:
• Strong Brand name
• Wide distribution
• Selecta is considered the production of bulk
ice cream
• Creative and attractive ad campaign
• Selecta captured the taste of the Filipino
people.
Weaknesses
• Weak customer service
• Powerless Cost Structures
• Non-innovative
• Noticeable only in big cities
Opportunities
• Online Market
• Popular Dessert
• International Expansions
• Developing Markets
• Great Innovation
Threats
• High Competitions
• Threats from other foreign brands
• High Threats from rivals such as magnolia,
nestle
Conclusion
Selecta lacks of growth and innovation. Due to
this, the company gave opportunities to rise
more competitors who’s fulfilling what they’re
missing. The risks of these competitors given
to Selecta is very high.
Recommendations
Product development is obviously needed in the
company. I recommend this strategy because
one of the goals of Selecta is to be on top and
be a competitive. Selecta may outgrow their
company by improving and launching more
products