Univet Agricultural Products, Inc.

UNIVET Agricultural Products, Inc. is a Filipino companyconsidered by competitors as the market leader in an industry dominated by multinationals. It ranks among the top 500 corporations in the Philippines. It was established in 1966 to meet the demand for veterinary products suited for the local needs and conditions. UNIVET, through the years, has pursued a policy of selling its products at afforadable prices to farmes and animal raisers. Today, UNIVET products remain the maost economically priced in the market. This is made possible by high volume productivity, effective marketing and harmonious employee relations. UNIVET employs the best Filipino resources adopting the latest tehnology in manufacturing, research and development. UNIVET products combine indigenous and imported materials supplied by reputable, research-based companies here and abroad. Each product is a result of continuous studies aimed at producing new and improved agricultural products within the means and needs of the Filipno farmer. UNIVET\u27s strengths lie in its extensive distribution network, manpower and logistic support. Further, its expertise and knowledge in marketing proved to be another factor for its success in the industry. Some of its weaknesses include lack of sustained support for product development, lack of a clear company mission and vision and cohesive marketing program. Externally, the effect of globalization to the industry proved to be its major threat and opportunity. UNIVET is also threatened by the consolidation of local competitoras with bigger, stronger and more technologically adept multinationals. These competitors become more competitive since they resort to direct importation of cheaper production materials. An in-depth analysis shows that UNIVET should pursue intensive strategies namely market development, market penetration and product development. One area of concern is to develop the biological product segment and focus more on the segments of premixes/additives and disinfectants, antiseptics and other miscellaneous products. In detail, the paper also discusses the various strategies to e undertaken by UNIVET\u27s functional areas to be more cohesive and align their efforts with the company\u27s vison and mission