san miguel background
INTRODUTION
Eduardo Cojuanco, a CEO of San Miguel Corporation is having a hard time in making his decision about the risk he will take for his product know as the San Miguel Beer. He is currently re-assessing his marketing strategies to known if he can expand his plans and make it a success.
His current flagship product is well known as the ‘San Miguel Beer’, is taking its slow growth rate because of its large market share. Because of this he then decided to engage in business not in line with his profession. These businesses are energy, mining and infrastructure. There’s more but these are what he chose to look real close. But we all known that San Miguel Beer is a long time-time product that was already familiar and be loved by the Filipinos. So, what would be the best decision for Mr. Conjuangco’s Company?
History of the company
La Fabrica de Cerveza de San Miguel, the Philippines’ first brewery – establish in 1890 with 70 employees – produced and bottled what would eventually become the country’s best selling beer. Within a span of generation, San Miguel in its familiar amber Steinie bottle would become a Filipino icon and a quintessential part of Filipino life. By 1914 San Miguel Beer was being exported to shanghai, Hong Kong and Guam. Hong Kong would later become a site of san Miguel’s first offshore operation in 1948
While brewing beer is San Miguel’s heritage and the focus of much of its expertise, the company subsequently branched out into soft beverages, food and packaging. Diversification characterized the 1920’s, with the company expanding its product line to include soft drinks and ice cream. In 1938, San Miguel began producing its own bottles. By the 1950’s, the company expanded into poultry and livestock feeds processing. From the original Cerveza that first rolled of the bottling line, San Miguel Corporation has gone to produce a wide range of popular beverage, food and packaging products which have
Eduardo Cojuanco, a CEO of San Miguel Corporation is having a hard time in making his decision about the risk he will take for his product know as the San Miguel Beer. He is currently re-assessing his marketing strategies to known if he can expand his plans and make it a success.
His current flagship product is well known as the ‘San Miguel Beer’, is taking its slow growth rate because of its large market share. Because of this he then decided to engage in business not in line with his profession. These businesses are energy, mining and infrastructure. There’s more but these are what he chose to look real close. But we all known that San Miguel Beer is a long time-time product that was already familiar and be loved by the Filipinos. So, what would be the best decision for Mr. Conjuangco’s Company?
History of the company
La Fabrica de Cerveza de San Miguel, the Philippines’ first brewery – establish in 1890 with 70 employees – produced and bottled what would eventually become the country’s best selling beer. Within a span of generation, San Miguel in its familiar amber Steinie bottle would become a Filipino icon and a quintessential part of Filipino life. By 1914 San Miguel Beer was being exported to shanghai, Hong Kong and Guam. Hong Kong would later become a site of san Miguel’s first offshore operation in 1948
While brewing beer is San Miguel’s heritage and the focus of much of its expertise, the company subsequently branched out into soft beverages, food and packaging. Diversification characterized the 1920’s, with the company expanding its product line to include soft drinks and ice cream. In 1938, San Miguel began producing its own bottles. By the 1950’s, the company expanded into poultry and livestock feeds processing. From the original Cerveza that first rolled of the bottling line, San Miguel Corporation has gone to produce a wide range of popular beverage, food and packaging products which have