An Evaluative study on the performance of the Magnolia fruit bars using indicators such as market share and sales volume from July 1992 to February 1993

• Main Authors: Jose, Lani R.A., Gregorio, Ma. Cecilia S.J.
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16921
• Institution: De La Salle University

This practicum paper basically covers the evaluation of the performance of the Magnolia Fruit Bars, one of the latest additions to the many product lines of Magnolia in the single serve market, as related to several macro and micro environmental variables. The study includes the history, nature of business, and current organizational set-up of Magnolia Corporation, along with a description of its various product lines. In addition, a discussion on the market served by Magnolia is also presented, along with its location and the current market share of Magnolia in the ice cream industry. An analysis of the company's strengths and weaknesses together with several opportunities and threats facing the industry was also made based on the what the group observed during their four-hundred hour training at Magnolia and on information gathered from interviews with the sales director, single serve group product manager, physical distribution manager and various other resource persons. Other pertinent data was collected from company and newspaper publications and articles. The study also includes the marketing strategies of competitors and an analysis of Magnolia's own short-term strategies for the Fruit Bars. Finally, the study shall give its conclusions concerning the Fruit Bars' performance using indicators such as market share.