1) CHAPTER 1: INTRODUCTION
1.1) The background of San Miguel Brewery
San Miguel Brewery is the largest company about beverage that established in 1890 in the Philippines as single-product brewery. From a single product, SMB has developed a range of popular beer products over the past century, serving the different tastes and preferences of beer drinkers with production facilities across all segments and markets like Pale Pilsen, Super Dry, San Mig Light, SM Premium All-Malt, San Mig Strong Ice, Cerveza Negra, Red Horse, Oktoberfest Brew and Gold Eagle. And San Miguel Beer is one of the biggest selling beers and among the top ten selling beer brands in the world. Nowadays, besides manufacturing operations in home market, the company extended to Asia-Pacific regions to different countries like Hong Kong, China, Indonesia, Viet Nam, Thai Land, Malaysia and Australia. That kind of beer is exported to 60 markets around the world.
1.2) Target market and customer
In order to compete with other companies and developed as well as nowadays in the soft drink and beverage industry, the core purpose of the San Miguel Brewery Inc. and their desire of going advancement are motivated by their mission, which is “Drinking to Life”. Indeed, the Company’s products can be categorized into three classes based on the target market: Premium/Upper Premium, Upper Popular, Popular and Economy. Premium, Upper Premium and Upper Popular products cater to upscale markets especially in highly urbanized areas, while the Popular segment serves the majority of the population or the mass market. The Economy segment caters to the low-end market. The following table 1.1 sets forth each of the Company’s products, organized by market segment, and includes a description of each product as well as the specific packaging in which the product is sold.
That objective of company is manifested by holding on the basis values of company that contains people orientation, customer...