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Selecta's Strategic Growth Plan

Selecta's original mission in 1990 was to give customers satisfaction and value. It achieved this through high quality products, variety, and modern production and distribution. As the new market leader, the company's mission could be modified to reach more customers with cold treats. New opportunities include improving distribution channels and product variety. A marketing strategy could introduce new product variants through TV ads, offer launch discounts, and expand distribution to schools, malls, and new areas.

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Arianne Shae Domingo
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240 views2 pages

Selecta's Strategic Growth Plan

Selecta's original mission in 1990 was to give customers satisfaction and value. It achieved this through high quality products, variety, and modern production and distribution. As the new market leader, the company's mission could be modified to reach more customers with cold treats. New opportunities include improving distribution channels and product variety. A marketing strategy could introduce new product variants through TV ads, offer launch discounts, and expand distribution to schools, malls, and new areas.

Uploaded by

Arianne Shae Domingo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

DOMINGO,ARIANNE SHAE S.

BSA-3B

Study Questions:
1. State Selecta’s mission and vision when it was first incorporated in 1990. Outline the
marketing strategy employed by Selecta in achieving its mission and vision.

“To give nothing less than the consumer’s satisfaction and his money’s worth”
First of all, they made high quality products to make their customers
satisfied. They made variety of products too. These were a success because they also
used modern production technology. They also put time and effort on their distribution
network. All of these were the reasons they succeeded.

2. Identify the competitive advantages of Selecta using the GE Business Strategic-Planning


Grid.

GROWTH VARIETY OF
SALES
RATE PRODUCTS

MANAGEMEN COMPANY
PRICE OF PRODUCTS T IMAGE/
SKILLS POPULARITY

WEAK LOTS OF HIGH


DISTRIBUTION DIFFERENT MARKET
NETWORK COMPETITOR SHARE
INDUSTRY ATTRACTIVENESS

BUSINESS UNIT STRATEGY

3. Describe the nature of the ice cream industry and identify the potential opportunities and
threats for Selecta.
The ice cream industry in the Philippines has been dominated by Magnolia for a
long time, not until Selecta joined.
Opportunities of Selecta:
*they can still expand a lot
*widen their distribution and places they can distribute their
products.
Threats for Selecta:
*they have lots of competitors
*their competitors have the same intention of expanding like them.
*new entry competitors or small companies who can catch up
anytime soon.

4. Being the new market leader, how would you modify the company’s mission?

I would make the new mission as “to be able to reach everyone with these sweet
cold assorted treats”/ enter a new market and new business.

5. What new opportunities should Selecta pursue to achieve the new mission? What
growth strategies should be used?

Improving its distribution channels and expanding the places they will distribute
products and freezers. Improving the variety and uniqueness of their products.
Should use market expansion and diversification strategy, so these new missions
will be a success.

6. Develop a marketing mix strategy for addressing one or more of the opportunities you
identified in Q5.

PRODUCT PROMOTION PRICE PLACE

tv commercials
everytime a
New variant of discounts on
new distribute to places
products products
product will be close to schools/
launch crowded places like malls

unique
products add to places never have
sales
different from been distributed before
competitors

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