You are on page 1of 9


Company Profile
Universal Robina Corporation (URC) traces its beginnings all the way back

to 1954. John Gokongwei was doing very well then as a trader/importer. He
had learned the trade when his father died before the war, and had worked
hard through the war and post war years to prosper. However, while he
thrived, he took a long hard look at his company, and correctly predicted
that trading would remain a low-margin business.
While the businesses became more diversified, the companies were slowly
integrated in order to streamline and minimize costs. In 2005, the present
structure of the group was completed. All the different companies are now
organized under the Universal Robina Corporation umbrella, divided into 3
focused groups:

The Branded Consumer Food Group, comprised of BCFG Domestic (including
packaging) and International
- The Agro-Industrial group, comprised of Universal Corn Products,
Robina Farms, and Robichem
- And the Commodities group, with the Sugar and Flour divisions

Our known brands such as JACK n JILL . marketing and distribution of a wide range of consumer food products such as snacks. URC is engaged in manufacturing. *Vision* Delighting the consumers with trusted brands of exceptional quality and Value making lives a truly fun experience. We are the dominant market leader in the Philippine snack foods industry. instant noodles. biscuits and crackers. and value And convenience. confectionery. For over 40 years now. Our leading brands offer consumers the best in enjoyment.URC Mission / Vision Statement *Mission* URC is the customers’ first choice in fun snacks. and pasta among others. URC has consistently ranked among the TOP 50 in the countrys TOP 1000 corporations. tomato sauces. quality. instant coffee. I. Company Snapshots UNIVERSAL ROBINA CORPORATION (URC) is among the Philippines pioneers in the food manufacturing business having been operating in the country for over 40 years.

MAXX. In fact. NISSINS. NIPS.(Chippy. AWARDS IABC cites URC Exec in CEO Excel Award 2005 Payless Instant Noodles Receives Best Family Instant Noodles Award Photo shows 3rd District Representative Mathias Defensor. and the very first brand manager of Blend 45. Councilor Dante de Guzman. Blend 45 has a long and fruitful story to tell. Blend 45 has since captured the hearts and tastes of Pinoys who fell in love with this trailblazing product that has gone on to become a well-loved favorite. Jr. Nova). and taste over 45 years. PAYLESS. Chiz Curls. Piattos. Huwarang Ina Arnold Clavio is the new “kabalikat” of farmers in new Uno Feeds commercial II. and HUNTS continuously dominate the market. The first locally manufactured coffee in the country. MAGIC FLAKES. III. Blend 45’s success story starts with John Gokongwei. the founder and Chairman Emeritus of URC. quality. Marketing Goals Blend 45 celebrates 45 years of pioneering innovations-When it comes to coffee. Built on a heritage of innovation. CLOUD NINE. no other brand has been able to successfully entice and excite the Pinoy palate than Universal Robina Corporation’s (URC) Blend 45. GREAT TASTE. INTERNAL SITUATION ANALYSIS Current Target Market . himself. affordability.

athletes and etc. Vietnam and Indonesia and has a strong foothold in the countries it presently operates in. • Generation Y who wants healthy-living needs to stay healthy in both mind and body.• “Health conscious” people. URC maintains manufacturing facilities in China. Vietnam. social class ABCD. It grew the local non-carbonated beverage market with the successful launch and continuing promotion of C2 Cool & Clean Green Tea. Branded Consumer Foods Group . Singapore. Indonesia.) • People who leaves in an urban places. At present. Positioning • Branded Consumer Foods Group . M/F. single/married) • Lifestyle (people on the go and on a diet. Malaysia. under the “Jack ’n Jill” megabrand. o URC is also a trendsetter in the beverage industry with its coffee and ready-to-drink products. Thailand. URC products. Malaysia. and Hong Kong. . health conscious. Touted as the country’s first “Philippine multinational” as it has the widest geographical footprint among local food manufacturers. China.International o Looking ahead to “a world without borders. are widely available in most trade channels in Thailand. • Demographics (10-45.Domestic o Universal Robina Corporation (URC) is the leading branded convenience food and beverage company in the Philippines. diabetic.” URC has expanded steadily outside the country. URC has blazed the trail for the branded foods industry.

and booths SWOT Analysis  Strengths • Broad Product Portfolio • Market Leadership: Philippines • Cost advantage • Asset leverage • Effective communication • High R&D • Innovation • Online growth  Weaknesses . Products – Promotion Program Analysis • Music videos. continues to be a leader in the instant cereal beverage and oatmeal markets in China. well-regarded brand that will be a platform for future growth in China. The purchase of the brand is a strategic move for URC as it allows improved distribution in key geographic markets and provides a strong.” a brand bought by URC from Aces food Network Pte Ltd in 2005. commercials.o “ACES.

etc.) • Emerging markets and expansion abroad • Innovation .[*]Operational Performance [*]Trade Receivables [*]No online presence [*]Not innovative [*]Not diversified [*]Poor supply chain [*]Weak management team [*]Weak real estate  Opportunities •Growing Snacks Market •Market Outlook: Chocolate Confectioneries • Acquisitions • Asset leverage • Financial markets (raise money through debt.

Contains a study of the major internal and external factors affecting Universal Robina Corporation in the form of a SWOT analysis as well as a breakdown and examination of leading product revenue streams of Universal Robina Corporation . etc. politics.Provides all the crucial information on Universal Robina Corporation required for business and competitor intelligence needs .) • Exchange rate fluctuations • Lower cost competitors or imports Scope of the Report .• Online  Threats • Changing Consumer Preferences • Stringent Governmental Regulations • Competition • Cheaper technology • Economic slowdown • External changes (government. taxes.

operations. China. External Situation Analysis Customer/Buyer Universal Robina Corporation is the leading snack food supplier to supermarkets in the Philippines. Malaysia. It also depends with the goods and services for different classes of people so they have many options to choose from. demographic. economic. political. strategy and prospects .Obtain the most up to date company information available IV.Support sales activities by understanding your customers’ businesses better . .Qualify prospective partners and suppliers . Singapore and Vietnam. cultural. HongKong. and growth of the organization of URC. Environmental factors affect sales.Keep fully up to date on your competitors’ business structure. key executives. regulatory. locations and subsidiaries as well as a list of products and services and the latest available statement from Universal Robina Corporation Reasons to Purchase . business description.-Data is supplemented with details on Universal Robina Corporation history. or technological environment that affects the survival. Its products can be found in virtually every household across the country. It has a strong foothold in the countries it presently operates in the Asean region including Thailand.  Environmental Factors An identifiable element in the physical. URC is the leading branded convenience food and beverage company in the Philippines. Indonesia.

Competitive Review/ Competitors Universal Robina Corporation (URC) is a jack-of-all-foods. They tend to be people's commonly used products with extra points because of their great goods and services. Advantages than competitors: URC has wider field of food production and yet with its affordable price. candy. The Philippine company offers bakery. chocolate. Top Competitors for Universal Robina Corporation  Del Monte Corporation  San Miguel Corporation  Del Monte Pacific Limited . URC is much more maka "masa" in different economic classes. biscuits. They have lots of varieties and options to choose from.V. noodles. and tomato products. beverages.