san miguel background

Topics: Philippines, San Miguel Corporation, San Miguel Brewery Pages: 6 (1445 words) Published: September 21, 2013

Eduardo Cojuanco, a CEO of San Miguel Corporation is having a hard time in making his decision about the risk he will take for his product know as the San Miguel Beer. He is currently re-assessing his marketing strategies to known if he can expand his plans and make it a success.

His current flagship product is well known as the ‘San Miguel Beer’, is taking its slow growth rate because of its large market share. Because of this he then decided to engage in business not in line with his profession. These businesses are energy, mining and infrastructure. There’s more but these are what he chose to look real close. But we all known that San Miguel Beer is a long time-time product that was already familiar and be loved by the Filipinos. So, what would be the best decision for Mr. Conjuangco’s Company?

History of the company

La Fabrica de Cerveza de San Miguel, the Philippines’ first brewery – establish in 1890 with 70 employees – produced and bottled what would eventually become the country’s best selling beer. Within a span of generation, San Miguel in its familiar amber Steinie bottle would become a Filipino icon and a quintessential part of Filipino life. By 1914 San Miguel Beer was being exported to shanghai, Hong Kong and Guam. Hong Kong would later become a site of san Miguel’s first offshore operation in 1948

While brewing beer is San Miguel’s heritage and the focus of much of its expertise, the company subsequently branched out into soft beverages, food and packaging. Diversification characterized the 1920’s, with the company expanding its product line to include soft drinks and ice cream. In 1938, San Miguel began producing its own bottles. By the 1950’s, the company expanded into poultry and livestock feeds processing. From the original Cerveza that first rolled of the bottling line, San Miguel Corporation has gone to produce a wide range of popular beverage, food and packaging products which have catered to generations of consumers’ diverse and changing tastes.

San Miguel Beer, the company’s flagship product is one of the world’s largest selling beers. San Miguel is the Philippine largest food, beverage and packaging company and packaging company and the one of the country’s biggest private employers. The company’s manufacturing operations extends to Hong Kong, China, Indonesia, Vietnam and Australia and its products are exported to over 40 countries around the world. San Miguel partnerships with major international companies have given the company access to the latest technologies and expertise. Partners include the Coca-Cola Company, Hormal Foods Corporation, Hormel Foods Corporation, Kirin Brewery, Yamamura Glass and Fuso Machine and Mold Manufacturing of Japan.

Industry Definition


San Miguel Corporation is the largest food, beverage and packaging company in the Philippines, employing more than 26,000 employees in over 100 facilities in the Philippines, China, Hong Kong, Southeast Asia and Australia. Our enduring brand, quality products, unparalleled distribution, responsiveness and innovation have enables us to become among the best company in Asia.

Our company has been in the business of building brands for years. Our name is among the most recognized and trusted in the Philippines, appearing on more than 300 products.


San Miguel Foundation, Inc. is committed to the empowerment of San Miguel host communities and various take holders by harnessing corporate social responsibility among the various San Miguel business in pursuing mutually beneficial programs that lead to self-reliance and sustainability.


Vision SMC’s fundamental and historical philosophy — Profit with Honor. The following are SMC’s objectives: To provide an environment which is conducive to the development of the individual and which encourages...
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