A proposed corporate strategy for Selecta Dairy Products, Inc.

The ice cream industry grew substantially and has in fact, become one of the fastest, if not the fastest growing segment of the packaged consumer goods. Competition among the four major players Magnolia Nestle Corp., Selecta Dairy Products, Inc., Coney Island, and Presto Tivoli is very healthy and is far from being cut-throat since the industry and the market are in their growth stages. The activities they are engaging in are basically expansionary, both for the market and the industry. The objective of this paper is to device a strategic plan for Selecta Dairy Products, Inc., in order to gain a 35% market share and capture a large portion of the market occupied by the market leader Magnolia Nestle Corp. It also includes increasing its net sales by 40% yearly for the next five (5) years. For the company, to attain the desired objectives, it is recommended that it has to enhance its differentiation strategy. Differentiation is proving to be effective, the results of which is the tremendous growth in sales and average returns of the company. To support this corporate strategy, it is further recommended that the company adopt its business-level and functional strategies specifically in maintaining and enhancing quality standards through its research and development division, increasing its production capacity and engaging in modernization program. It also includes providing consumers with a variety of choices in the ice cream products at reasonable prices, strengthening its dealer network and improving and rationalizing its training policies. It is expected that through these endeavors, Selecta Dairy Products, Inc., cam further strengthen its market position as a dominant player in the ice cream industry. Built on good solid fundamentals, Selecta has what it takes its growth over the years