ICCT COLLEGES

V.V. Soliven Ave II, Cainta, 1800 Rizal

CASE STUDY
REGENT FOOD CORPORATION

RATINGS

Submitted By:

DEANVER ADOLFO ROLDAN

MARK JASON MARBELLA

MARIEL MARIE QUINTO

ROBERT MONEDERO

MARIGAY LABITAG

JASPER DAVIS

ZOREN LERIO

RENZ BALAIS
 CASE STUDY

Name of the Company:

Regent Food Corporation

Time Context:

1946

View Point:

FOUNDER: Mr. SEE PUE

CEO: RICKY SEE

Regent Food Corporation is founded by Mr. See Pue. Its current president and CEO is

Mr. Ricky See, his eldest son.

Short Background of the Company:

Every great story has a humble beginning and Regent Foods Corporation is no
different.
Regent Foods Corporation started as a single proprietorship business which
produced snacks foods and cater to the wet general public market in 1946 by the late
Mr. See Pue has now become one of the most known snack manufacturing companies
in the Philippines and in some parts of the international market as well.
Regent foods Corporation journey started after the demise of Mr. See Pue. His
eldest son, Ricky, took over the business and with the help of his siblings Regent Foods
Corporation was incorporated and became fully operation in 1988.
Regent Foods Corporation started with only 70 employees in 1988 with only two
products to boast. SNACKS and MIXED FRUITS CANDY.
Over the years, under the leadership and guidance of Mr. Ricky See, Regent
Foods Corporation Research and Development started offering innovative products by
introducing Snacks, the first and only vegetable flavored snacks at that time. Soon
after, Cheeze Ring, Sweet Corn, and Cheese Balls became available in the market.
In 1995, Regent Foods Corporation introduced its cake line-CUSTARD CAKE,
CHOCOLATE CAKE, LEMON CAKE and CHEESE CAKE.
But Regent's cake line did not stop there as on year 1998, another first of its kind
was made known by introducing the first ever sponge cake in the market that used
local flavors. These are the UBE CAKE, PANDAN CAKE, MELON CAKE, STRAWBERRY
CAKE AND MOCCA CAKE.
Through the years, Regent Foods Corporation continuously strives to develop
new and innovative products for the mercurial market. In order to keep up, Regent
Foods Corporation started offering big-packed snacks such as TEMPURA in 100g.
Following its success are Sashimi, Labzter, and Teriyaki all introduced in late 2007.
Regent Foods Corporation eagerness to continuously spearhead innovations
comes from share love and dedication to bring to the Filipino people world class
products at a very affordable price.
Statement of the Problem:

The Regent Food Corporation is just one of the key players in the snacks industry. Its

image anchors: Cheese Ring and Tempura has been loved by many Filipinos and in

fact, for the past four years, their sale is increasing. Nonetheless, the percentage of

increase in sales is decreasing and which can be prognosticated as a threat to the

company. The previous and current strategies of the company focus on integrated

brand promotions of its image anchors: product placements on a noontime show,

endorsements by celebrities and print ads. For the past four years, Regent Foods

continues to be one of the best snack manufacturers in the Philippines.

Areas for Consideration:

Strength/s
 wide variety
 Affordable price
 Excellent product line
 Strong brand recognition in Cheese Ring

Weakness
 Product failure
 Fortuitous events
 Late distribution

Opportunities
 strive through expansion, especially in international market
 improving and developing current products with the help of science and
technology
 different trends in snacking
 prevalence of viral marketing

Threats
 market dominion of other snack in manufacturing firms
 increasing price of raw materials
 increasing number of substitutes and alternatives
 very clear positioning of some competitors in the market
Distributors, Wholesalers, and Retailers

Company logistics are deployed as distributors to different intermediaries. The company

has developed an effective nationwide distribution chain and sales network that

provide competitive advantage. The company sells its branded food products primarily

to supermarkets, as well as directly to top wholesalers, large convenience stores, large

scale trading companies and regional distributors, which in turn sell its products to other

small retailers and down line markets. The branded consumer food products are sold by

the company from salesmen to wholesalers or supermarkets and regional distributors to

small retail outlets.

Alternative Courses of Action:

Alternative 1:

The company will intensify public relations campaign and will exert marketing
efforts to rebuild its good image and costumer’s loyalty.

Advantage:

 The company will regain its good image and also the loyalty of its
costumer.
 It will help the company to be on top and will be a threat to the other
company
 Increase of sales

Disadvantages:

 Increase of needs in marketing strategy

 Requires an effective source for the campaign that can be a great help
for the company.

Alternative 2:

The company should focus on risk management that will be used to hedge
against the danger of a contingent, uncertain loss.

Advantage:

 It will help them to have an insurance to be able to protect their

properties,
  It will help them in times of disasters and problems that may be happen
inside the company.
 Insurance is the best way to transfer the risk of incurring loss.

Disadvantage:

 Addition in company process.

 Increase the number of employee who will take charge about the
process.

Alternative 3:

Maintaining check backs, communication, and rebuilding a good relationship

with distributors and channel partners that refers to the late delivery from the company
to distributors and/or misunderstanding with sales channels.

Advantage:

 It lessens the complaints between marketing channels.

 The company will have a consistent monitoring flow of physical goods
until it reaches the distribution channels.
 It will have a check backs,

Disadvantage:

 It will be costly in terms of providing incentives and decrease its profits by

giving discount to the distribution channels.
 Giving incentives to maintain a long lasting relationship even though they
are some inconsistency of distribution performance.

Conclusions and Recommendations:

Above study represents 3 recommendations of alternative actions to those said

issues or weaknesses and threats such as having an effective communications to the
customers, having company insurance and how to solve complaints in case of late
distributions. These following solutions will help the company to survive in any hindrances
and it will lead them to be the top snacks company all over the country.