MARKETING MANAGEMENT Name: Remar James N.

Bayron
February 17, 2018
Lecturer: Panfilo A. Catulong Jr., MBM

CASE: ABC COMPANY - SALAD TOMATO

(Notes: Salad tomato: big, sweet, more pulp, used in salad/burger/specialty preparations. Table type tomato: small, sour, juicy,
used for household cooking)

ABC Company is in the business of producing and selling salad tomatoes in South Cotabato. ABC
Company is currently into corporate farm production. The demand for salad tomato is very stable
and steadily growing.

ABC Company has the expertise on growing technology and collaboration with vegetable seeds
companies. There are several competent table type tomato farmers traditionally farming to
supply the local markets (mass market segment). They can also plant salad tomatoes, if
contracted. The common problems in South Cotabato are irrigation, high pest and disease
pressures.

ABC Company is financially stable but still handicapped with funds for capital investments. Hotels,
big restaurants and fast food chains are the common buyers. The South Cotabato salad tomato
market is also supplied by firms from Bukidnon and Davao City. The said firms have wider
distribution networks, cooling facilities and refrigerated trucks. ABC Company is closer to the
buyers and aims to sell salad tomatoes in a very big way in South Cotabato. Salad tomatoes are
more perishable compared to other fruity vegetables.

Instruction:
a) Is salad tomato niche product in this case? Why?
- Yes, salad tomato is a niche product, since it is just used in specialty preparations and just
sold in a particular segment of market.
b) Write the Strengths, Weaknesses, Opportunities and Threats.
c) Write the Alternative Courses of Actions (ACAS) for ABC Company.

SWOT-TOWS Strengths (Internal) – 5 points Weakness (Internal) – 5 points

ABC COMPANY - ABC Company is into corporate -*Handicapped with funds for
farm production. capital investment.
-ABC company has the expertise -
on growing technology and -
collaboration with vegetable seed
companies.
-Financially stable*.

Opportunities (External) – 5
points
- The demand for salad tomato
is very stable and steadily
growing.
-ABC is closer to buyers.
Maxi Max (ACAS) – 5 points
-Enhance expertise on growing
technology and utilized company
resources, to enable to produce
more supply of salad tomato to
meet and sustain the demand of
the market.
Mini Max (ACAS) – 5 points
-Make partnership with other
firms for additional resources for
capital maximization.
-Apply loan and secure other
financial resources.

Threats (External) – 5 points
-There are several competent
table type tomato farmers
traditionally farming to supply
the local markets.
- Location – the common
problem in South Cotabato are
irrigation, high pest and disease
pressures.
- The South Cotabato salad
tomato market is also supplied
by firms from Bukidnon and
Davao City, with wider
distribution networks, cooling
facilities and refrigeration
trucks.
Maxi Min (ACAS) – 5 points
-Apply the expertise in growing
technology to lessen the impact of
given common problems.
- Use expertise and financial
stability to have wider distribution
networks to expand market in
South Cotabato not yet
penetrated by other firms and
have cooling facilities that will
lengthen the life span of salad
tomato.
Mini Min (ACAS) – 5 points
-Generate additional capital for
wider networks and distribution
to other markets and purchase of
facilities for product preservation.
-Delivery on salad tomato should
be fast track and on time to
assure the quality state of
products upon delivery.