A strategic management paper for Asian Coatings Philis., Inc. / Care Esther C. De Vera.

Thesis (M.A) -- Pamantasan ng Lungsod ng Maynila, 2024.

A strategic management paper presented to the faculty of PLM Business School - Graduate Program in partial fulfillment of the requirements in Strategic Management for the Degree of Master in Business Administration

Includes appendices and references.

Asian Coatings Phils., Inc. has been establishing a market niche for its product
in the Philippines since it was established in 1970. The company was able to make its
entry into the market as a capable manufacturer by riding on the waves of growth that
propelled the country's economy. Through its strategic partnerships with multinational
companies and marketing efforts, the firm has risen to prominence in the Philippine
paint industry. Currently, the firm offers seventeen brands in the market that provide
different types of paints that can be used as adhesives, automotive body filler,
decorative, industrial, marine, and paint and seal.

This study is primarily focused on the company's flagship brand, which
or Shine. Approximately fourteen percent of the company's sales are generated from
this product line. Several factors were considered in conducting this study, such as the
threats of new entrants and substitutes, the bargaining power of both suppliers and
buyers, and the rivalry among existing competitors. The direct competitors of the
company were also identified.

In addition, both external and internal analysis was conducted to determine the
areas of strengths, weaknesses, threats, and opportunities that the company may
encounter. Several tools were used to identify the strategies that the firm may pursue to
improve its resource management and profitability. The results recommend pursuing
market penetration as its main strategy and market development as its secondary
strategy.