A strategic management paper for Emperador Inc. / John J. Panaga.

Thesis (M.A)--Pamantasan ng Lungsod ng Maynila, 2023.

A strategic management paper presented to the Faculty of the Business School-Graduate Program in partial fulfillment of the requirements for the degree Master in Business Administration.

Emperador Inc. (EMI) is a well-known company specializing in manufacturing, distributing, and bottling that pledges to deliver high-quality alcoholic beverages. Through the arrival of its well-known brandy segment, carried by Emperador Distillers Inc. (EDI), a subsidiary of EMI, the largest local liquor company and the largest global manufacturer of brandy, Emperador Inc. built its empire in the Philippines. Aside from brandy, the EMI manufactured and distribute whisky, as one of their expertise, innovated vodka and gins, and flavored drinks.

The chairman of the main parent firm, Alliance Global Group Inc. (AGI), Mr. Tan, Andrew L, developed the skills and learning through the Megaworld Corporation that greatly impact his growth in business process outsourcing, the restaurants industry, food, and beverages.

In 2021, EMI reported a net profit of PhP 6,207,904,3 86 an increase of 120 percent compared to their last report in 2020 amounting to PhP. 2,827,171,075. For its gross profit, a total of PhP 9. 14 billion for 2021 and PhP 5.58 billion for 2020, a difference of PhP 3.56 billion. Despite the threat of the pandemic, the company manages to increase its sales due to the sustainability, distribution of quality products to retailers, and the quality products that offer different alcoholic spirit segments. As the competition in the market is intense, EMI continues to innovate its portfolios such as brandy, whisky, vodka, and gin to cater to the taste and preferences of global consumers.

The researcher has conducted strategy formulation based on the tally of matrices, including Strengths-Weaknesses-Opportunities-Threats (SWoT), Strategic Position and Action Evaluation (SPACE), Boston Consulting Group (BCG), Internal- External (IE), GE McKinsey (GE), and Grand Positioning (GS). Following the review, the researcher identified three (3) strategies: market development, market penetration, and product development. The ideal plan for EMI is product development, which includes the innovation of gin and rum segments, as well as the introduction of new portfolios like tequila over the next three years to avoid brand switching. This strategy will help to strengthen the consumer's relationship and increase brand recognition. With these tested strategies, it is expected to help boost its increasing earnings.