Corporate strategies for McNeil Philippines, Incorporated

• Main Author: Palmos, Monina S.
• Format: text
• Language: English
• Published: Animo Repository 1999
• Subjects: Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/2223
• Institution: De La Salle University

Industry Definition McNeil belongs to the Personal Care Industry particularly serving the need for personal hygiene and skin and hair care products. The specific target market of this industry is the total Filipino household. Industry Overview The personal care industry accounts for the biggest share in the countrys Gross National Product. In 1996, the total manufacturing sector contributed PhP495.39 billion to the Gross National Product (GNP). The personal care industry reported total aggregate gross revenues of PhP30.99 billion during the same year. The total personal care industry grew by 9.38% from 1996 to 1997 even with the overall regional economic downtown brought by the currency crisis. The personal care industry is expected to grow at an average rate of 2.60% per annum for the next 5 years. McNeil competes directly with multinational corporations such as Colgate-Palmolive Philippines Incorporated and Avon Products Manufacturing Incorporated. McNeil is most profitable compared to its primary competitors with Net Income at nearly 325 million despite a Gross Sales figure that is 10% lower than leading company Colgate Palmolive Philippines Inc.