Philippine Canning Corp Strategic Planning

I. Introduction

At present, Philippine Canning Corporation is the leading supplier of canned tunas and sardines all over the Philippines. Despite their declining market share, they have managed to remain the most dominant player in their industry. In the past years, they have heavily invested on new technology and improved their canneries to increase its efficiency and capacity so that it may cope up with the expanding market. Currently they are the owners of two major canneries. One located at General Santos City, which has its own fishing port and another just outside Zamboanga City. The supplier for the tin in their cans has also given them a favorable arrangement. Through these changes, Philippine Canning Corporation reached its maximum productivity in their tuna and sardine product lines. However, given the increased efficiency and capacity of these canneries and the probable unsustainable supply of tuna and sardines, PCC is now given the option to expand their fish product lines or to venture into a different market altogether. In this paper, a revision of their Mission/Vision statements will be given and new goals will be identified. There will also be a brief analysis of the external factors, so that these goals and revisions will be justified.

II. External Environment Analysis

Social and Ecological Situation

The fishing business here in the Philippines is currently in an unstable situation. Due to factors such as overfishing, destructive fishing and habitat degradation the fish stocks continue to decline. Pollution is also a major issue that leads to the loss of thousands of marine life and the possible health hazards that it may cause the consumers of these fishes. There is also a low awareness of the implications of overfishing, thus leading to the lack of sustainable fisheries in the country. With that being said, PCC needs to provide a better management program that will help in addressing all these problems.

Technological Situation

So far, PCC has invested on the latest machineries that will help in the efficiency of production and increase in volume of products. However, technology is constantly changing and if they want to further enhance the production they should be innovative and aware of the current technological advancement made for the benefit of their industry.

Economical Situation

As of the 2012 SONA, President Nonoy Aquino reported that there has been a 6.4% growth in the GDP in the first quarter of 2012. According to ADB’s Asian Development Outlook 2012, there will also be an estimated growth of 5.0% in 2013. Though the primary source of the increase of GDP is the booming business process outsourcing industry, investments and consumption for the other industries