Arce Dairy Ice Cream

I. Time Context

1991

II. Point of View

Elsie Arce-Romero, VP Advertising and Promotion

III. Objective

1. To penetrate the market

2. To gain product awareness and acceptance

3. To cater to the government group of ice cream lovers

IV. Main Problem

Establishing "Ace Dairy Ice Cream" in the industry

V. Secondary Problem

1. Facing the challenge of stiff competition

2. Widen the target market

VI. Areas of Consideration

Strengths

1. Dairy farm- enough supply of carabao milk and other fresh agricultural supply.

2. 29 dairy ice cream flavors

3. Ensured quality

Weakness
1. Complacent and less competitive marketing advertising and promotions

2. Relatively high production cost.

Opportunity

1. Selecta's insufficient demand overrides supply

Threats

1. Fierce competition

2. Magnolia and Selecta's high demand

VII. Alternative Courses of Action

1. Increased product distribution to less tapped areas and those with demands not fully met by other
competitors

Advantage: Increase Product awareness

Disadvantage: Additional cost

2. Engage into diverse promotional activities such as free taste and event booths.

Advantage: increae awareness of the product, directly reaching out to consumers.

Disadvantage: additional costs, limited range ofvthe promotion.

3. Create a unique identity through marketing and promotional strategies.

Advantage: emphasis on the product, increase product awareness, strengthen product campaign

Disadvantage: Additional Cost

4. Rely on heavy media advertisement

Advantage: Nationwide range of promotion

Disadvantage: Th cost of the advertisement is relatively high considering the current scale of the
business.

VIII. Decision Criteria

ACA 1- 8

ACA 2- 6

ACA 3- 8

ACA 4- 7

IX. Recommendation

We believe all of these ACA's havebthe potential contribute to the fulfillment of the company's
objectives, and ould answer thw company's main problem, however we strongly recommend ACA #1 and
3 to be prioritized