UNIVERSAL ROBINA CORPORATION Core and distinctive competence analysis framework 1

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UNIVERSAL ROBINA CORPORATION:

INTERNAL CAPABILILITES/COMPETENCY ANALYSIS

In Partial Fulfillment of the Requirements for 6410-MASTRATBUSANA

STRATEGIC BUSINESS ANALYSIS

Presented by:
Esguerra, Kayle M.
Lacanlale, Jenica C.
Maghinang, Ryan Paul G. (Leader)
Mendoza, Queen Zyrah A.
Turallo, Raven E.
MA-434

Presented to:
Ms. Alexandra D. Agapito
September 06, 2021
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BACKGROUND OF THE COMPANY

Universal Robina Corporation (URC) is one of the foremost and pioneer branded consumer food & beverage
product companies in the Philippines with a stellar significance and expanding presence in ASEAN markets. Over the
years, URC has bolstered its pillars in attaining its robust fortress where it stands today from its founding 67 years ago
by the late John Gokongwei, Jr. and helped our country’s economy ascend through greater pinnacles. It was first
established as Universal Corn Products, Inc. in 1954 where the company focuses on manufacturing cornstarch
products. Consequently, Mr. John Gokongwei, Jr. continued to work with an eye towards the future and to stay ahead of
the game; he decided to diversify by producing and marketing his own branded consumer foods. He aimed to be the
first ‘local’ multinational company that borne out of the best practices.

The company is deemed to be a jack-of-all-trades and due to consistent growth and advancement. URC was
able to have a wide array of products that ranges from coffee, biscuits, noodles, salty snacks, candies, chocolates,
canned beans, and ready-to-drink teas. In addition, Universal Robina Corporation has best-in-class technologies and
processes that made them to be considered as a trailblazer not only in innovation but also in manufacturing. Their
technologies were able to help them on coming up with groundbreaking products in ASEAN markets through both
traditional and modern distribution channels. Furthermore, URC is not only engaged in a wide range of food-related
businesses, but also in hog farming, manufacturing of animal feeds, glucose, soya products and veterinary compounds.
With this, URC has a diversified portfolio which makes them very competitive.
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Core and Distinctive Competence Analysis Framework of Universal Robina Corporation (URC)

Customer
Uniqueness Leveragability Industry Key Success Factors
Competencies Description Value
Description Description (KSFs)
Description

Offering a premium on-the-go

Access to a wide variety
and on-trend snacks and HIGH LOW HIGH
and convenient products.
beverage products to the public.
Well-established distribution
network and having a strong
relationship with retailers e.g.,
HIGH LOW MEDIUM Accessibility to products.
C convenience store, supermarket,
o grocery store, drug store, and
r sari-sari store.
e Venturing to developed countries
such as Oceania and ASEAN
market to obtain knowledge of
new and exciting products that HIGH MEDIUM HIGH Product Innovation
are aligned with global snacking
and drinking trends to meet the
cravings of consumers.
D Has dominant market leadership
i Market share growth and
in the food industry and a strong HIGH MEDIUM HIGH
s expansion
revenue growth.
t
i Building a strong relationship with
High quality of products
n the suppliers for an efficient MEDIUM MEDIUM HIGH
especially farm produce
c production process.
t
“Farm to fork" sustainable Sustainability and ensured
i
practices and a "no hormone, no HIGH HIGH HIGH high quality and healthy
v
antibiotic residue" policy products
e
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Conclusions:

Universal Robina Corporation has core and distinctive competencies that allows the firm to provide products and
services that creates customer value. Its wide offering of on-trend and convenient products enables its target market to
have options thus increasing the chance of satisfying more customers and improving productivity. In relation to this, its
well-established network and strong relationship with retailers maximizes the accessibility aspect of its offerings thus
reaching more consumers. Moreover, URC continuously pushes forward towards catering the needs and wants of its
customers by innovating products based on their taste, preference, and the global trends. These core competencies
have significant impact on growth and productivity and most importantly creates value for its customers.
The distinctive competencies of Universal Robina Corporation also exude its desire for value-creation. In a
business, market share and customer satisfaction are interrelated. Increasing customer satisfaction increases the
profitability of a company, which in turn improves market share. With its dominant market leadership and strong
revenue growth, it can be implied that customer satisfaction is one of its main purposes. Furthermore, the firm’s strong
relationship with the suppliers gives it the advantage of gaining better value for the business. Some of these values are
dedicated service, preferential pricing and special terms which all affects the products delivered to the customers. URC’s
sustainable practices also allow the company to provide greater offerings to its consumers.
These core and distinctive competencies are internally executed activities involved in designing, producing,
marketing, delivering and supporting its products. Together, these core and distinctive competencies ultimately create
value for buyers.
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REFERENCES:

Universal Robina Corporation. (2016). Our Purposeful Transformation: 2016 Sustainability Report [pdf].

https://www.urc.com.ph/uploads/sustainability/HiRes/URC_SR_2016_FULL_VERSION_HiRes_digital.pdf

Universal Robina Corporation. (n.d.). Product Robina-Raised, Family-Safe.

https://www.urc.com.ph/_sustainability/product3.html

Universal Robina Corporation. (n.d.). Sustainability. https://www.urc.com.ph/sustainability