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KIM IANS DAIRY

DELIGHTS: AN ENTERPRISE
IN TRANSITION
Presented by
ACOSA, Mark Jim A.
CACHUELA, Faustine Mae A.
CANTILLANA, Dawn Lawrice V.
YCAY, Ernest Matthew B.

CASE SUMMARY

Kim Ian Dumagco is realizing that running


an independent start-up business is
tougher than managing a student start-up.
He first launched his goats milk-based
cream cheese business, Kim Ians Dairy
Delights as a student of the University of
the
Philippines
Los
Baos.
After
graduation, he secured other employment
but became restless and was encouraged
by two friends, who would later become
partners, to resurrect the business.

CASE SUMMARY
Now

that the business is growing,


Dumagco is facing a dilemma as to
whether he should continue with his
niche marketing strategy or cater to
large institutional buyers with a
mass marketing game plan. He is
also wondering whether the business
should change business models from
a sole proprietorship that operates
as a partnership to a closed

ACTIVITY 1
How

does this apply to your


organization?
Visions provide a sense of direction for a business
in the long-run. Also, visioning is important since
it is the first step in setting goals and planning.
In the case of Dairy Delights, the group found out
that Dumagco does not have a clear picture of
what hes business is going to be in the long-run.
Thus, with several opportunities presented to
him, he is hesitant to accept any of these.
Without a strong vision also, Dumagco has not

ACTIVITY 1
Comment

on the mandate of
your case.
Presently, the brand Dairy Delights does not have
a well-defined mandate vision, mission, goals
and objectives. However, during the Student
Start-up Phase, Dumagco had envisioned a
business that would produce fresh, healthy,
premium goats milk-based cream cheese
available for regular buyers of dairy products, the
middle- and high-class consumers, as well as the
health-conscious individuals.

ACTIVITY 1
Comment

on the mandate of
your case.
VISION

To emerge as a premium brand


offering fresh, healthy and highquality dairy products through
innovation and consumer delight.

ACTIVITY 1
MISSION

To grow continuously, delighting


consumers in our chosen markets
with nutritious dairy products made
from premium goats milk through
manufacturing excellence and
product innovation.

ACTIVITY 1
GOALS

To be the brand leader in the local market;


To work in accordance with the highest
standards in dairy production;
To develop continuously new products;
To expand in new markets (segments and
geographies);
To be accepted as an important partner.

ACTIVITY 1
OBJECTIVES

To increase brand awareness by 10%


annually;
To increase market share by __ in 2016,
and __ annually thereafter;
To increase revenue by ___ by the end of
2016;
To increase production/ capacity
To develop new products