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LS10HH - RFM Foods Corp. 1st Pass2

LS10HH - RFM Foods Corp. 1st Pass2

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Published by: suntwist on Aug 02, 2009
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Ateneo de Manila UniversityJohn Gokongwei School of Management
Project Information Cataloging System (PICS)
Class Project Information and Cover Sheet
Name of Student/s:
(Surname, Firstname, MI)
Francisco, Jackielyn S.Ho, Marianne T.Tan, Rasia Winnie C.Truelen, Lynn Bernadette O.Uy, Pamela Justine T.Yoo, Hanboreum -.
School Year:
Subject Code:
Course Name:
Philippine Business andEconomic Environment
Carmelo Lopez
(Information below this line and in this colunm for use by Faculty &/or PICS staff only.)
Grade: Call Number:
Project Title:
Functional Area:
Client:Industry Category:
(150 words or less)
Author(s)’ Recommended Key Words
The ResearchMethodologySignificance of FindingsThe Firm and Its Internal Environmenta.Background History
RFM (Republic Flour Mills) was started in 1957 by a prominent Filipino industrialistnamed Dr. Salvador Araneta along with his friends Jose Concepcion, Sr., BJ Server, Pete Grimm,Albino Sycip, Zoilo Alberto, Leonardo Eugenio, Francisco Gamboa, Sr. and his wife, Victoria. In1963, in an attempt to diversify into agribusiness, RFM established its own commercial feedmill. Six years later, in 1969, Jose Concepcion, Jr. replaced Dr. Araneta as President of RFM.Later, in 1973, RFM’s licensed an agreement with Swifts and Co. of the US which was then theworld’s leading meat processing company.In the year 1989, Jose Concepcion III becomes the third President and CEO of RFM. Ayear later, RFM acquired Cosmos Bottling Corp., a soft drinks maker, and the Selecta, thefamous ice cream maker. By 1991, RFM’s shares started to participate in the Philippines Stock Exchange. Selecta, Swift, and Cosmos, followed three years later. That same year, RFM acquiredmajority control of Pacific Semiconductors Inc., now called PSI Technologies, Inc. and it alsoestablished RFM Properties and Holdings, which deals with real estate development and is nowcalled Philippine Township, Inc.In 1995 RFM formed yet another establishment called RFM Equities, Inc. A year later, in1996, it established Consumer Savings Bank and acquired a franchise for Orange Julius, a snacksretailer. That same year, Cosmos Bottling signed an agreement with P.T. Tirta Investima of Indonesia to form Filipinas Water Bottling Co., Inc. Another year later, RFM acquired another franchise, this time for Little Caesars Pizza. In 1998, Selecta signed a joint venture with Unilever Philippines, Inc. and became Selecta Wall’s, Inc.By the year 2000, RFM started selling its interests in Consumer Bank and PSITechnologies. RFM also sold Cosmos Bottling to San Migual and The Coca-Cola Co. In 2001,
RFM entered a joint agreement with Uni-President of Taiwan to manufacture noodles. Another  joint venture with Sdn Bhd was also formed that year to establish the first integrated cold storagechain facility in the Philippines. In 2003, RFM celebrated its 45
year of existence (RFM FoodsCorporation).
Ownership and Management ProfileMission, Vision and Commitments
The mission of RFM Foods Corporation is to produce and market better value branded foodand beverage products for the greater mass of Filipino consumers everywhere in the country.The vision of RFM Foods Corporation is to be the Philippine market leader in affordable-quality food and beverage products.The commitments of RFM Foods Corporation to their customers are the following:“Commitment to quality in all the products we make available. Commitment to innovate our  products in ways that will make our children healthier and happier. Commitment to give our children the best we can, because.”
Marketing and Sales ManagementOperations and Manufacturing Management
RFM Corporation is one of the biggest and leading food and beverage companies inthe Philippines. What started as a single company in the flour-milling industry 50 yearsago is now a multi-company enterprise that manages a chain of branded products in theconsumer market (RFM website).
Since the 90s, the company underwent a diversification “through dynamic brand building andaggressive expansion and prudent acquisitions” (RFM WEBSITE).http://www.rfmfoods.com/RFM/aboutus_milestones.asp
The company’s corporate head office is located in the RFM Corporate Center in Pioneer

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