IV.

RECOMMENDATIONS

The URC or the Universal Robina Corporation has a very strong and prominent
image domestically in the Philippines for it is considered to be one of the largest
branded consumer food and beverage companies in the Philippines. Having to base off
the SWOT analysis done, the URC still has a lot of room for improvement especially
concerning their operational performance in foreign countries. As stated in their very
own vision, URC aims to be the best Philippine food and beverage company while
maintaining a powerful presence throughout the ASEAN region and its countries. The
URC believes in their outstanding portfolio filled with brands that harbor excellent quality
and value, along with motivated employees and efficient systems that compliments their
team. Promising to deliver “A truly fun experience” for us consumers.
Therefore, we believe that the right course of action here is to expand both the
scale and the scope of information technology along with their respective systems to
better understand the lifestyle of different customers on the global market. With the
already prominent status that the URC has in the Philippines, they should look upon
expanding their horizon especially on the global market starting with the South-East
Asian countries. With this strategy, they can close the market gap when it comes to
other countries regarding the sectors of the culture that is present in the country, the
buying patterns of the customers, which products sell more, which will sell less, the laws
and regulations when it comes to an outside company trying to sell services and goods
in a new country. Having this in mind, it could also lead to this strategy being self-
sustainable in the means that it can gather information and data that is needed that can
help the company, in this case the URC, to develop a more compelling and up-to-date
strategy to help increase the popularity of the company’s goods and services towards its
customers, thus resulting in an improvement in the customer’s personal experience.
This can be a very good coping mechanism while at the same time become “future-
proof” as this strategy can continue to evolve with more information and data gathered
for it's easy to access, the information is already consolidated and organized and can
lead to a reliable tool to measure the performance of the URC in different countries.
Albeit this strategy also harbors disadvantages such as the security issues when
it comes to the customer’s private information that is being trusted to the company. This
strategy also requires a good amount of investment and funding as gathering
information and data may take some time and may cost them both funds and manpower
due to the constant requirement of collaboration and communication through
international means. And with using technology at its highest and most crucial level, it
may entail bugs and data losses as at the current time, our systems are very vulnerable
without any proper

security. Thus for this strategy to work, the URC must invest not only on the project
alone but also in ensuring that the system is always up and running, reliable, and
securing the data 24/7 to avoid any problems in the long run.
Using the strategy above, the URC will be able to tailor their services more
precisely according to the preferences of their customers. Thus, resulting in a higher
retention time for both old and new customers even in countries that have different
market dynamics. Giving the URC a system that they can implement to continuously
increase both their revenue and their foothold in the international market.

MIS Framework:
Universal Robina Corporation uses their website online as a platform to assess
and gather data such as feedback and reports from the customers to better suit the
needs and wants of their customers to achieve maximum customer satisfaction in line
with their preferences and tastes.
Figure 07. Expansion of scale and scope of information technology and systems to
improve understanding on foreign countries MIS Framework

According to the Audit, an analytical CRM is a denotation of systematic analysis

with the use of electronics in regard to the collated customer data. The said data can be
defined as the contact data of the customers, their respective properties, and the
information that can be derived from their behavior both online and offline. This works
well as a basis for a strategy that the URC should take into consideration concerning
their international expansion to other countries in SouthEast Asia. This CRM is, at its
most basic form, a database filled with massive amounts of information and data from
all sectors of the business. This can be a great avenue to look for advantages, leads,
which services sell more to the customers, which sell less, who are the current
customers who are availing the services at the moment. With this and the information
that they have already consolidated from their customers, this can very well be the key
to taking the necessary steps in both optimizing the current services and goods that are
being provided by the URC and what should they do next, making it a future-proof
strategy wherein they can rely on for years to come. We suggest using OLAP or Online
Analytical Processing. This is a very powerful and reliable piece of technology that can
be used for complex analytical calculations and most importantly, it has its own
predictive feature wherein it has the ability to run different scenarios and produce a
prediction based on the data that you have collected through-out the different sectors of
the business/company. This can give the URC the edge by relying on data-driven
decisions rather than just guessing without the proper data which can lead to massive
loss on both resources and profit, especially in a new environment wherein leaving a
good impression on the customers can either make or break the business. With this in
mind, following this particular CRM with the use of OLAP can widen the brand name of
the URC significantly by establishing a good relationship between the company and
their respective customers, paving the way for a successful launch in different countries
in South-East Asia as they delve into the global market more.