Super Roaster

• Main Author: Ang, Kathleen Rose
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Cookery (Chicken); Brand name products; Super Roaster
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3661
• Institution: De La Salle University

Super Roasters is a new roasted chicken (lechon manok) business which has been in operation for the past three months (since January, 2007). It provides roasted chickens that come in assorted flavors to a specific target market found within a one-kilometer radius of the business location in Kalookan City, Metro Manila, Philippines. Super Roasters faces competition from several industry players, such as Andoks, Baliwag, Sr. Pedro, and Mang Boks, in a industry worth an estimated P37-billion which has been growing from 4% to 6% per annum over the last five years (Years 2002 to 2006). The Philippine roasted chicken industry is characterized by strong competition due to strong threat of new entrants, strong threat of substitute products, strong bargaining power of buyers, and strong bargaining power of suppliers. Furthermore, this industry is influenced by certain driving forces such as changes in the long-term industry growth rate and changing societal concerns, attitudes, and lifestyle. And to succeed in this industry, industry players need to focus on product innovation capabilities, breadth of product line and selection, renown and respectability of the brand name, customer service, overall low costs, and convenient locations, as these are the major key success factors in the industry. Super Roasters vision is to be the Number One Chicken Roaster of Choice among target customers who want quality, great-tasting, and roasted chickens that come in assorted flavors, with great service and competitive prices. Its mission is to provide a new and attractive alternative to traditional roasted chickens to its target customers. It values Quality, Innovation, and Customer Focus. Its strategic objective is to have a better product selection than competitors by introducing at least one new flavor of roasted chicken every 6 months to target customers to meet their demand for quality roasted chickens that come in different flavors. It also aims to achieve an annual sales growth of 5% in the next three years (2007 to 2009). The overall strategy is focused differentiation to offer quality, great-tasting, assorted-flavored roasted chickens at competitive prices and great service to target customers. Detailed strategies are also defined for its functional areas such as procurement, production, marketing and sales, research and development, service, and human resources.