Thesis (M.A.)-- Pamantasan ng Lungsod ng Maynila, 2019.;A strategic management paper presented to the faculty of the College of Business and Government Management Graduate School of Business in partial fulfillment of the requirements for the degree Master in Business Administration.
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EXECUTIVE SUMMARY: Modagraphics Builders Corporation (MBC) is a corporation duly registered with the Securities and Exchange Commission (SEC) on July 9, 1990. Its primary purpose is to conduct a general advertising business, manufacture and fabrication of various advertising devices. MBC fabricates and installs indoor and outdoor signages such as specialty signs, projecting signs, wall and fascia signs, directional signs, ground signs and billboards. In this study, both primary data generally from interviews and secondary data from several materials were used. The formulas, analysis, matrices, strategy formulation tools and the process used and reflected in this study were obtained from several strategic management websites. The company's mission and vision were evaluated and met all the criteria for an ideal mission and vision. In addition, external and internal analyses were done to further analyze the company. The external factor analysis generated a weighted score of 2.2 which means that the firm has an existing average response to its opportunities and threats while internal factor analysis got a score of 2.76 which means the firm is above average in its over-all internal strength. on strategy formulation, strategies to improve the company were generated from SWOT-TOWS matrix. The said strategies are to strengthen marketing efforts to increase client base, be more efficient in utilizing company's assets, increase exposure in the industry, maintain good relationships with existing clients, improve knowledge of existing manpower, hire additional employees especially in the marketing and for technical areas, acquire additional resources such as machineries and equipment, and sales to also focus on e-marketing. In addition, SPACE matrix was also used and showed that MBC is located at the upper-right quadrant or the aggressive quadrant which means that the company has favorable positions in all four dimensions, namely, financial, industry, competitive and stability. Hence, MBC can pursue strategies such as backward, forward and horizontal integration, market penetration, market development, product development and related or unrelated diversification depending on the firm's capacity. The grand strategy matrix was also used to create strategies for the organization. The matrix showed that the firm is positioned in Quadrant I which means that MBC is an excellent position where continued concentration on current markets or market penetration and market development is an appropriate strategy, as well as product development. Strategic objectives were formulated such as increase market share, increase market exposure, develop employees and improved machineries and equipment. Financial objectives were 20% increase in gross revenues per annum in the succeeding years and 40% average increase in net income for the next 5 years. Winning strategy based on the Quantitative Strategic Planning Matrix is market penetration. It involves selling more to current customer base and new customers within the same market place or market segment. In the case of MBC, they should focus on strengthening its business relationships with its existing clients and to also be aggressive on their marketing activities for sustained and continuous growth of the company.