A.

ABOUT THE BUSINESS

I. OUR COMPANY
San Miguel Pure Foods Company, Inc. offers a varied group of food products
spanning across the entire value chain ranging from B-Meg feeds and San Miguel
Mills flour to Purefoods hotdogs, Magnolia chicken or Monterey ready-to-eat meat
dishes. Pure Foods offers a supreme breadth of food products that can be consumed
during any time of the day, providing a comprehensive food solution to its customers,
thereby building greater brand loyalty and prestige.
Currently, our company is in the maturity stage. It is a period of slowdown in sales
growth because the product has been achieved acceptance by most of our potential
buyers and the sales and profits started to decline because more competitors enter
the market with more advanced product development. Meanwhile, our company is in
the second phase of maturity stage, stable maturity. Sales flatten on per capita basis
because of market saturation. Most potential consumers have tried the product, and
future sales are governed by population growth and replacement demand.
Contrariwise, Pure Foods portfolio of brands includes some of the most well-known
food brands in the Philippines both across and within product categories. Many of
Pure Foods brands enjoy first or second market positions in their respective
categories. By providing to a wide set of customer segments with different needs and
preferences, it has been able to consistently maintain its leadership position in the
market. The Food Groups operations range from breeding, contract growing,
processing and marketing of basic meats, to the manufacture of refrigerated, canned
and ready-to-cook meat products, butter, cheese, margarine, ice cream, flour and
flour-based products as well as animal and aquatic feeds.
Foremost among the Food Groups partners is Hormel Foods Corporation.
II. OUR HISTORY
San Miguel Pure Foods integrates two outstanding food institutions, the San Miguel
Food Group and Pure Foods Corporation. Both have a rich history and a solid record
of experience and expertise spanning nearly six decades of market leadership in the
food industry.
The San Miguel Food Group had its beginnings in 1953 when San Miguel Polo
Brewery started producing animal feeds from protein-rich by-products of beer
brewing, laying the groundwork for what would later become San Miguel Foods, Inc.
In the 1960s, business operations in feeds, livestock, and dairy were consolidated
under San Miguel Feeds and Livestock Division. Integrated poultry operations began
a decade later through a breeder farm in Cavite , and the first chicken processing
plant was eventually set up in Muntinlupa.
Philippine Dairy Products Corporationa precursor to Magnolia, Inc.was
established in 1981 as a 70-30 joint venture between San Miguel and New Zealand
Dairy Board. San Miguel would eventually attain leadership position in the margarine
market following the acquisition of Star and Dari Crme Brands a decade later.
In 1991, San Miguel Feeds and Livestock Division was spun off to become San
Miguel Foods, Inc., managing both feeds and livestock business. These past decades
indeed saw San Miguel Corporations food business expand to Include poultry and
livestock, dairy products, fresh and processed meats, and agriculture.
Meanwhile, Pure Foods was founded in 1956 by a group of leading businessmen who
put up a one-building, one-kitchen food facility in Mandaluyong to produce hams,
bacon and sausages. It went on to produce quality meats that became household
names. Several years later, Hormel Foods International acquired substantial interest
in Pure Foods, giving the company exclusive rights to market Hormel products in the
country.
San Miguel Corporations acquisition of Pure Foods in May 2001 brought together
these two food industry leaders, ushering in a new era of growth and market
leadership of the integrated businesses.
III. OUR MISSION, VISION AND CORE VALUES AND OBJECTIVES
1. MISSION
It is our fundamental belief that everything is loaned to us by our Creator, to grow
and multiply them for the good of everyone. As such, we value and take care of what
has been entrusted to us - malasakit. It is the core value that permeates all other
values that we espouse: Customer focus, Social Responsibility, Passion for Success,
Integrity, Respect for our People, Innovation, and Teamwork.
It is in this spirit that we will look after the welfare and interest of our stakeholders.
We will delight our Customers with products and services of uncompromising quality,
great taste and value, and are easily within their reach.

We will create value and provide fair returns on our Shareholders investments.
We will work hand-in-hand with our Suppliers and other Business Partners, helping
them grow with us and assuring them of reasonable returns.

We will develop and motivate our Employees to become best-in-class through
cognitive and affective programs, competitive compensation and benefits, and
diverse career growth opportunities. We will help improve the quality of life in
Communities where we operate.

Collectively, we will give and do what is right and become proponents of good
stewardship.
2. VISION

By 2020, San Miguel Purefoods Company, Inc. will be a P520 billion company
with an income of P42 billion.

3. CORE VALUES AND OBJECTIVES
We will intimately understand our consumers, winning their hearts by
providing-tasting and innovative products and services that anticipate and
respond to their needs.
We will ensure that our products are of uncompromising quality and easily
within reach.
We will be the leading provider of good nutrition for families, offering a wide
spectrum of products. And, to complete our portfolio, we will engage in
nutraceuticals and organic food segments.
We will revolutionize the foodservice and retail industries.
We will aggressively bring our products and services worldwide, spanning the
Asia-Pacific, Middle East, South Africa, and Europe.
We will develop a regional network of manufacturing capabilities that will
provide us with least cost advantage in raw material sourcing, production,
and logistics costs.
We will develop a regional network of manufacturing capabilities that will
provide us with least cost advantage in raw material sourcing, production,
and logistics costs.
We will become the benchmark of innovation, systems and technology, and
people development in the industry.
We will play an active role in improving the lives of the communities where we
operate.
We will be the Filipino company that nurtures families worldwide.

B. ABOUT THE ENTREPRENEUR AND THE TEAM
I. ABOUT THE ENTREPRENEUR
Jhemar Laspias Maac is the President of San Miguel Pure Foods Co. Inc., and
also serves as the Chairman and Chief Executive Officer of Monterey Foods
Corporation. As the President of Pure Foods, he also serves as the team
governor of the B-Meg Derby Ace Llamados in the Philippine Basketball
Association (PBA).
Maac has been the President of San Miguel Pure Foods Co. Inc. since January
2030, and The Pure Foods-Hormel Company since 2027, a company with a 60-
40-percent joint venture between San Miguel Corporation and Hormel
Netherlands B.V.
Maac also serves as the Chairman and Chief Executive Officer of Monterey
Foods Corporation, and the President of Magnolia, Inc., San Miguel Foods, Inc.,
and San Miguel Super Coffeemix Company, Inc. He also serves as the Chairman
and President of Sugarland Corporation and Star Dari, Inc.
Maac served as Senior Vice President of San Miguel Pure Foods Company, Inc.
last January 2020, and was the Senior Vice President and Division Head of
various divisions last October 2023 and Senior Vice President of various
divisions from May to September 2025. He also served as the President of MPM
Noodles Corp. from January 2027 to December 2029. Mr. Maac has been a
Director of San Miguel Pure Foods Co. Inc. last May 22, 2019 where he serves a
Member of the Nominations Committee and Executive Committee.
Other San Miguel subsidiaries he serves as Director are: San Miguel Foods and
Beverage International Limited (BVI), San Miguel Pure Foods Investment (BVI)
Ltd., San Miguel Pure Foods International, Limited (BVI) and SMPFC Capital
Investments, Limited (Cayman Islands); and President Commissioner of PT San
Miguel Pure Foods Indonesia.
II. ABOUT THE TEAM
The team compromises the following members: Executive Vice President, Ms.
Anjobel Cabaja-an; ; VP in Market Promotions, Mrs. Bianca R. Cruz and her
task is to plan, to analyze, to implement and to control of carefully formulated
programs designed to build, create and maintain beneficial exchanges with the
target market for the purpose of achieving individual and organizational objective;
VP in Market Research, Mr. Angelyko Cruz, his task is to systematize the
exhaustive gathering, analyzing and recording of facts related to any problem in
the field of marketing to facilitate decision-making ;VP in Public Relations, Mrs.
Joan R. Nova, her task is to organize, to plan, and to continue effort to establish
or promote public good will and maintain mutual understanding between
organization and its various public, to communicate information through the right
channels in the right people; VP in Grading and Standardization, Mrs. Pauline N.
Duran, her task is to compare, separate, and inspect products according to
established specifications as set standards of size, color, weight, performance
and quality; VP in Advertising, Ms. Dina Dinco, her task is to promote about the
product to create brand awareness and brand loyalty; VP in Accounting, Lea
Dela Cruz, her task is to analyze, maintain, correct the business records of the
organization and prepare forms and reports for tax and other financial purposes;
VP in Budget and Finance, Mrs. Annejhay B. Fuentebella, her task is
concerned primarily with estimating future sales and then allocating expenses
and cost factors appropriately to achieve both sales and profit objectives; VP in
Product Planning and Development, Mr. Nasser Ferrer, his task is to make out
and supervise the search, screening, product development and
commercialization of new products, the modification of existing line and or
discontinuance of marginal or unprofitable items.







H. COMPETITION
I. CDO
One of CDOs finest hotdogs, Bibbo! is a meaty and juicy premium red hotdog fit for the
discriminating taste of the upper class market. Whether served plain, with bun, or rice, this
hotdog is a sure hit on rich kids and adults alike.
http://www.cdo.com.ph/cdo_brands/Bibbo_Hotdog/CDO_Bibbo_Hotdog.aspx

SKU
Variant
Packing
Size
Barcode Weight
Per Box
Box Shelf
Life
Boxes
Per
Pallet
Product Box Dimension(mm) Cubic
Meter
Cheesedog
Classic-
Size 230g
230g x
25 packs
4-
800249-
110500
14-
800249-
286264
5.75 kg 255 x 205 x 200 0.0105 180
days
95
Cheesedog
Classic-
Size 1.0kg
1.0kg x
10 packs
4-
800249-
286168
14-
800249-
286165
10 kg 295 x 295 x 215 0.0187 180
days
55
Cheesedog
Super
Jumbo
490g
490g x
12 packs
4-
800249-
286298
14-
800249-
286295
5.88 kg 255 x 205 x 200 0.0105 180
days
95
Cheesedog
Super
Jumbo 1.0g
1.0 kg x
10 packs
4-
800249-
286199
14-
800249-
286196
10 kg 295 x 295 x 215 0.0187 180
days
55
Cheesedog
Chubbies
250 g
250g x
20 packs
4-
800249-
286281
14-80
249-
286281
5kg 255 x 205 x 200 0.0105 180
days
95
Cheesedog
Chubbies
l.0kg
1.0kg X
10 packs
4-
800244-
286274
14-
800249-
286271
10 kg 340 x 247 x 213 0.0179 180
days
55
II. Frabelle


Pack
Size

Number
of
pieces
per
pack

Description






Features

Benefits
Frabelle Foods
Yummy
Combo Pack


250kg



N/A


N/A

Frabelle Foods
Yummy
Cheesedogs
Supersized


1kg.

16 pcs.
Frabelle Foods
Yummy! Cheesedogs
are made from
combination of pork
and beef stuffed and
cooked with the right
blend of creaminess of
cheese and spices.
The meat blend is
reduced to a
homogeneous mass
called emulsion,
stuffed into clear
cellulose casings of
different diameters,
and then cooked to the
required internal
temperature.

The finished product
has a distinct brown
skin color. It has a
tender skin, is firm and
meaty. It is smoked
with 100% natural
imported wood chips
that give the
cheesedogs their
natural smoky aroma
and flavor.

Made from choice
meat cuts and the
right blend of spices
Passes through
abrupt special
freezing method
Contains ample
amount of cheese
per serving
Naturally smoked
using imported
woodchips
Has a diameter of
23mm for regular,
28mm for super-
sized variant

Superior taste;
meaty and firm;
does not wrinkle
even when placed
under ambient
temperature for
extended period of
time
Flavors and
nutrients are locked
in
Creamy and
delicious
Smoky aroma and
flavor
Fuller to the bite

Frabelle Foods
Yummy
Cocktails
Hotdogs


500 kg.

24 pcs.
Frabelle Foods
Yummy! Hotdogs are
made from choice cut
of fresh meat;
processed with the
right blend of spices to
give that meaty and
Made from choice
meat cuts and the
right blend of spices
Passes through
abrupt special
freezing method
Naturally smoked
Superior taste;
meaty and firm;
does not wrinkle
even when placed
under ambient
temperature for
extended period of
slight salty taste and
aroma. The meat
blend is reduced to a
homogeneous mass
called emulsion,
stuffed into red color
cellulose casings of
different diameters,
and then cooked to the
required internal
temperature.

The finished product
has a cherry red skin
color. It has a tender
skin, is firm and meaty.
It is smoked with 100%
natural imported wood
chips that give the
hotdogs their natural
smoky aroma and
flavor. The product is
processed under strict
manufacturing
practices.

using imported
woodchips
Has a diameter of
23mm for regular,
28mm for super-
sized variant

time
Flavors and
nutrients are locked
in
Creamy and
delicious
Smoky aroma and
flavor
Fuller to the bite

Frabelle Foods
Yummy
Supersized
Hotdogs


1 kg.

16 pcs.
Frabelle Foods
Yummy! Hotdogs are
made from choice cut
of fresh meat;
processed with the
right blend of spices to
give that meaty and
slight salty taste and
aroma. The meat
blend is reduced to a
homogeneous mass
called emulsion,
stuffed into red color
cellulose casings of
different diameters,
and then cooked to the
required internal
Made from choice
meat cuts and the
right blend of spices
Passes through
abrupt special
freezing method
Naturally smoked
using imported
woodchips
Has a diameter of
23mm for regular,
28mm for super-
sized variant

Superior taste;
meaty and firm;
does not wrinkle
even when placed
under ambient
temperature for
extended period of
time
Flavors and
nutrients are locked
in
Creamy and
delicious
Smoky aroma and
flavor
Fuller to the bite

temperature.

The finished product
has a cherry red skin
color. It has a tender
skin, is firm and meaty.
It is smoked with 100%
natural imported wood
chips that give the
hotdogs their natural
smoky aroma and
flavor. The product is
processed under strict
manufacturing
practices.

Frabelle Foods
Yummy Jumbo
Hotdogs


500 kg/
1kg.

12 pcs/
6 pcs.
Frabelle Foods
Yummy! Hotdogs are
made from choice cut
of fresh meat;
processed with the
right blend of spices to
give that meaty and
slight salty taste and
aroma. The meat
blend is reduced to a
homogeneous mass
called emulsion,
stuffed into red color
cellulose casings of
different diameters,
and then cooked to the
required internal
temperature.

The finished product
has a cherry red skin
color. It has a tender
skin, is firm and meaty.
It is smoked with 100%
natural imported wood
chips that give the
hotdogs their natural
Made from choice
meat cuts and the
right blend of spices
Passes through
abrupt special
freezing method
Naturally smoked
using imported
woodchips
Has a diameter of
23mm for regular /
cocktails, 28mm for
super-sized and
jumbo variant,/li>

Superior taste;
meaty and firm;
does not wrinkle
even when placed
under ambient
temperature for
extended period of
time
Flavors and
nutrients are locked
in
Smoky aroma and
flavor
Fuller to the bite

smoky aroma and
flavor. The product is
processed under strict
manufacturing
practices.

Frabelle Foods
Yummy
Cheesedogs
Regular


250 kg/
500 kg/
1 kg.

6 pcs/
12 pcs/
24 pcs.
Frabelle Foods
Yummy! Cheesedogs
are made from
combination of pork
and beef stuffed and
cooked with the right
blend of creaminess of
cheese and spices.
The meat blend is
reduced to a
homogeneous mass
called emulsion,
stuffed into clear
cellulose casings of
different diameters,
and then cooked to the
required internal
temperature.

The finished product
has a distinct brown
skin color. It has a
tender skin, is firm and
meaty. It is smoked
with 100% natural
imported wood chips
that give the
cheesedogs their
natural smoky aroma
and flavor.

Made from choice
meat cuts and the
right blend of spices
Passes through
abrupt special
freezing method
Contains ample
amount of cheese
per serving
Naturally smoked
using imported
woodchips
Has a diameter of
23mm for regular /
cocktails, 28mm for
super-sized and
jumbo variant,/li>

Superior taste;
meaty and firm;
does not wrinkle
even when placed
under ambient
temperature for
extended period of
time
Flavors and
nutrients are locked
in
Creamy and
delicious
Smoky aroma and
flavor
Fuller to the bite

Frabelle Foods
Yummy
Regular
Hotdogs


250 kg/
500 kg/
1 kg.

16 pcs/
12 pcs/
24 pcs.
Frabelle Foods
Yummy! Cheesedogs
are made from
combination of pork
and beef stuffed and
cooked with the right
Made from choice
meat cuts and the
right blend of spices
Passes through
abrupt special
freezing method
Superior taste;
meaty and firm;
does not wrinkle
even when placed
under ambient
temperature for

Frabelle Market Corporation (FMC) is engaged in the business of manufacturing,
processing and trading of goods such as frozen foods, seafood, meat, vegetables on
wholesale and retail basis. We own the Ocean Fresh and Seaglow brand. FMC is under
the parent company Frabelle Fishing Corporation.
http://www.linkedin.com/company/frabelle-market-corporation







blend of creaminess of
cheese and spices.
The meat blend is
reduced to a
homogeneous mass
called emulsion,
stuffed into clear
cellulose casings of
different diameters,
and then cooked to the
required internal
temperature.

The finished product
has a distinct brown
skin color. It has a
tender skin, is firm and
meaty. It is smoked
with 100% natural
imported wood chips
that give the
cheesedogs their
natural smoky aroma
and flavor.

Contains ample
amount of cheese
per serving
Naturally smoked
using imported
woodchips
Has a diameter of
23mm for regular /
cocktails, 28mm for
super-sized and
jumbo variant,/li>

extended period of
time
Flavors and
nutrients are locked
in
Creamy and
delicious
Smoky aroma and
flavor
Fuller to the bite

Table 1. Competitive Analysis (1 = critical; 5 = not very important)

Table 2. Competitive Analysis (according to consumer)
Factor Purefoods
(RANKING WITH
OTHER
COMPETITOR)
Strengths Weaknesses CDO
(Competitor A)
Frabelle
(Competitor B)
Importance
to
Consumer
Products 1 2 2 2 3 3
Price 2 1 1 1 3 1
Quality 1 1 1 1 1 2
Selection 2 1 2 2 1 1
Service 1 3 3 3 4 4
Reliability 1 1 5 1 2 1
Stability 2 1 4 1 1 1
Expertise 1 1 3 2 1 2
Company
Reputation
1 1 5 1 1 1
Location 1 1 4 1 1 2
Appearance 2 1 3 1 2 2
Sales
Method
2 2 2 3 2 1
Credit
Policies
2 2 5 2 3 2
Advertising 3 2 1 3 1 1
Image 1 1 5 1 2 1
0
1
2
3
4
5
6
Purefoods
CDO
Frabelle
According to our market research, the top three hotdog manufacturing companies are
Purefoods, CDO and Frabelle (wikianswers.com). The table says that determining the value of
the product, quality, service, reliability, expertise, company reputation, location and image, San
Miguel Purefoods has the best factors compared to our competitors- CDO and Frabelle. On the
other hand, the price, selection, stability, appearance, sales method, credit policies and
advertising takes its weaknesses compared to our local competitors. Thus, brand loyalty and
brand awareness created by San Miguel that really help them to have its reputation now, really
means alot when producing hotdogs image compared to other companies. Some of the
consumer's insights about our product tell that the packaging of Purefoods has balloons and
party hat that really catches the attention of the kids. On the other hand, it is more attractive to
our target market, mommies who want their child to be healthy and have its nutritious food if the
packaging has its Vitamin A and B1 compared to other competitors. When we cooked hotdogs
in different styles, the flavor of Purefood pan-fried hotdogs are too overwhelming. They couldn't
quite decide whether they were too sweet or too salty. Some consumers appreciated the
relative blandness of hotdogs that has less artificial flavorings. When we tackled about the
texture, the Purefood Tender Juicy hotdogs were too cloying. And when they ate it slowly, they
noticed how salty it was but more juicier compared to other competitors.
The hotdog face off Purefoods Tender Juicy versus Swift Mighty Meaty.htm