Professional Documents
Culture Documents
2010 Profile
Potential Competitors from Asian Region
Engr. Romeo G. Dela Cruz
Objective Target:
At the end of the discussion
analysis 90% of the audience will
be able to:
1.Understand the company’s
mission & vision and its core
value aspects.
2.Understand the implicational
threats of potential asian’s
competitive profile products.
3.Enhance the companies
strengths and performance by
product analysis and modulation.
4.Identify , modify and destroy
companies weaknesess.
SWOT (Marketing) Analysis for 2010
STRENGTH
Target 1: Consistently
High Product Quality
Target 2: On time delivery service
Target 3: Core Values (Integrity and
Malasakit)
Target 4: Teamwork
Target 5: A manufacturing company
reliability of stocks between
Account Executives (Attitude)
Target 6: The
Manpower
Marketing Team
Coordination
Target 7:
24-hrs On Call
WEAKNESES
S
• Logistics - cannot bring stocks to
market (Chlorine/HCI/NaOCI)
• Administration – voluminous paper
works
• Not user friendly computer system
• Account Executives not empowered to
decide on pricing
• Complacency of Depot Personnel (on
accuracy of delivery info)
• No executive secretary to follow-up
• Numerous Procedures
(repetitive) in marketing
• (SA-DO-DR-Invoice)
• NO fallback if depot / plant
equipment conked out
• Technical Service – to be
provided by a full time personnel
• To include chlorine sales brigade
(Head of ERT)
• Low Support / assistance on
account receivables and collection
by other teams, i.e., recording /
reconciliation
• High turnover rate of AEs/staff
(training, technical competence)
•
• Demand of Semicon / electronics for chemical (Daeduck)
• Implementation of Clean air / water act
• Green Procurement (MVC as practitioner)
• Biodiesel, New power plants, Petron expansion
• Mining, acidizing projects (scheduled 6 wells for 1st Quarter)
• Sun Power, Poly – chem, Expansion of MWSI, Hypo Bottling,
Bonus Chemsol
• Mindanao development-power, food & beverage
• HCI Export
• Hypo Repacking
THREATHS
• Stock shortage: Bad Weather, vessel breakdown,
scheduled repairs
• Support of trucks – availability during emergencies;
repeat of truckers’ strike
• Entry of Imported Chemicals (HCI, chlorine and flakes)
• Entry of Imported finished goods (Steel, soap, soy
sauce)
• Low Quality Acid
• Price Competition from existing players
COMPETITIVE ANALYSIS PROFILE
COMPETITIVE ANALYSIS PROFILE
Products Current Potential
NaOH Marman, Inchem, CCM, Taiko
Legaspi, Himmel
HCI Marman, Inchem, Taiko
Emerald, CCM
C12 Marman, CCM, Taiko
Aditya Birla
Sodium Hypo Marman, Inchdm Green Cross
Potential Competitors from the
Asian Region
Company Probability
(Y/N)?
Formosa Plastic No
Corporation
Shanghai Chlor- No
alkali Corporation
AGC Chemicals No
(Thailand)
Vinythai No
Siam PVS No
CCM Yes
Taiko Marketing Yes
Competitor: Marman / Universal Aquarius /
Universal Harvester
What Drives the Competitor?
• Emotion
• Profit
Marman’s Future Goals
• Domination of the domestic chlor-
alkali market thru closure of MVC
and Inchem
• Earn above average returns similar
to its ammonia, aluminum sulfate
and/or sulfuric acid business when
competitors has closed.
Marman’s Assumptions
• Assumptions about itself:
• Wise and crafty
• Able to source competitively priced
material
• Assumptions about its competitor
(MVC):
• High Price
• High Overload
• Ethical
• Assumptions about the industry:
Marman’s Possible Next Move