Splash
Group 5 (Ms. Phyo Ei Ei Paing-Leader)
Situational Analysis o Splash Corporation was established by Hortalezas in Philippines as a small-scale backyard enterprise in 1985 as RBH Cosmetics and then Splash Cosmetics with the startup capital of P12,000 with the aim of making ends meet in their new family after graduation from medical school. o They started business with an acetone cuticle remover production and second product low cost hair spray. o Realizing the need to break away from its backyard status, Hortalezas followed industry trend and by developing a new entity, the Splash Research Institute (SRI), which is comprised of scientists and designers, it kept innovating, updating and developing new products. o As Hortalezas believed that the …show more content…
Strategic Mission Splash Corporation, largest domestically owned company in the Philippine cosmetics and toiletries industry, competes directly with both local companies and Multinational Corporations with vast resource and expertise in order to enjoy the critical mass so vital to creating sustainable competitive advantage.
After analyzing above alternatives, Splash should use global strategy in ASEAN countries to enter international market to gain global market share.
Key Result Areas Strategies Objectives
R & D • Conduct market research
• Quality control
• Innovation • To get the market data
• To understand consumer preference and emotion
• To develop new features and/or products
Marketing • Build international brand
• Promotional campaign
• Word Of Mouth Publicity by Overseas Filipino Workers • To increase brand awareness
• To maintain loyal
Group 5 (Ms. Phyo Ei Ei Paing-Leader)
Situational Analysis o Splash Corporation was established by Hortalezas in Philippines as a small-scale backyard enterprise in 1985 as RBH Cosmetics and then Splash Cosmetics with the startup capital of P12,000 with the aim of making ends meet in their new family after graduation from medical school. o They started business with an acetone cuticle remover production and second product low cost hair spray. o Realizing the need to break away from its backyard status, Hortalezas followed industry trend and by developing a new entity, the Splash Research Institute (SRI), which is comprised of scientists and designers, it kept innovating, updating and developing new products. o As Hortalezas believed that the …show more content…
Strategic Mission Splash Corporation, largest domestically owned company in the Philippine cosmetics and toiletries industry, competes directly with both local companies and Multinational Corporations with vast resource and expertise in order to enjoy the critical mass so vital to creating sustainable competitive advantage.
After analyzing above alternatives, Splash should use global strategy in ASEAN countries to enter international market to gain global market share.
Key Result Areas Strategies Objectives
R & D • Conduct market research
• Quality control
• Innovation • To get the market data
• To understand consumer preference and emotion
• To develop new features and/or products
Marketing • Build international brand
• Promotional campaign
• Word Of Mouth Publicity by Overseas Filipino Workers • To increase brand awareness
• To maintain loyal