‘Aquarius Food Industries, Inc. kn Mac, wh rns te bn wi te pos we Na ae gan od snes W983, Tey mantra beep Sele get daar hey Ma. ‘sey mse pri gee lee ate dit Mingo ad Ptr fice” Chitin as a Goce Roos maior ees elo: Undonetta ‘uaa incre chee handing omen sans Te nace Ragen Trot hel upped be ng coe [irep nih entre nih yt Macy (or Tn” fo ‘hort mas nel evs tte scad Pha, eign ering gine thewindowsafhis aie, anda he angry Bahr ofighnig weing coe ‘he py Hews slamped in hace brow iin deep tough Ce Background Aagatos ood Indie (AFI i aml fad company speci in the prod of proceed shrimp pase (hong alan. bao fe ‘hot which ema onder i brand mime Neprane” Ic bad vgn in 1988, when the ber of cheer ropricor ad ener manages Me Jobe Macapagal decided experimen with hp poducton. Hires ‘ws thi was daly eed ening bins, dbution fret oF ied ah (ae)‘Ac hace, the supply offs shrimp fy thes matt was abundant Ia a sexo osc month every et Ths the end prduct tes cho produce. As hr venere was ot sucefl da to problems Wick product quay Jost aya afer tarp, the factory buted down, In 1598 Tx being ih snes radar om one of the county’ eding tei ook on the cllenge of raaing the busines Organiational aca Being soe propriontip the company can be viewed a2 leanand smean option Major dessin making euding pricing, operons. se made by Tes with the compet aitance ois chy eal wile Neale abe 1 shows the oraninional src ofthe company, and the onponding number of penn in ech department ProduclOpertins Shrimp putes vrai goes well with los any Pipi dh Ieeante wed as condiment, ott an ingrediet in fod recipes, sch as pine (noi eels seamed inf ori pat), barekere a fmpous stew of vegetables aod ox el peanut Mavored ace) and iol Expr "The rodeo procera ete imple one. Basic tsar with the purse fea sri fy amen) recto ibermeno ome the wet mate. Then the allowing nepe are dove sing or reservation of vr) fermenation, cooking ad at boring 'AF boas of big the lowcost, lnc ender inthe indy. According to Tex, hit beats of bow dite it proces te simp fy. Undersandstly he ie proud of how he and bis tecnica pople tominanay kere nd egerinente nl hey pce high formal “This “uigu and “hard oa procera ovey-guaded deer ‘Wi its low proeing cot AFT esl co charg low pices frit bod shrimp pane : Marker Posionig From Tepito vw bode inp pseisslnanta pric prod, scasomes "Cano dings the tae rong brands” Tus price isthe min cieonin mang th puch dcsion withthe qualiy fh ene beans in the mae more os considee equal Brand lyay dos xs ceri een but hiro considered signa “The mare fare pate in the Philippines canbe broken down by nso eon: Linon, Vaya and Mindanao. Further there ino single Acard or manuf tht canbe conedere wt tind bean or lage. Inve the various rodoces of proceed imp pare cin be deca sional player, ha they end ob rong in oe pesca spon of te Tn Mindanao, Neptane and Lap ae lckd in thee spray, vith maker share of ound 0 preach, Pio count or 20 pret, ‘wd the remainder spread out among 3 fw other players. These tee Companies canbe csi the low priced manuictuc. Specify, Nepeae ee at P13-13 0 per Borde. eat a poly of oto sage rail price pd jut ee when decide on he Finals price Fico priced the mame at Nepene, whe Lap at price 1 pret highe Like Nepe, Lap and Frc brands re made in Meo Mani and sold only inde Mindanao region. Thee ro band ae rnocespored ‘Mest, the sian i markedly diferent in Lion In hit gion, aon aera orally bought om superar shlves and he wel known brand eth lowing = Baio Rena “ipKamayan (Golden Hands) =" Ghowking = Set Bonus = ee Kum Kee (impor frm Hong Kong) = Tejang Mla inpeed fom Thang) Theimported band, Le Kam Kea Tinjang Maas, ae prema: ced, coring mote than P4Obee The Thal brad iy newt, [Sd obe mre hieric in packaging nd appearance. Theol brands arin the range of UV expe for Baio Fe, which ic rice gly higher ac P32-3/boe This pthaps due wis [peter brand eogation ‘Al rnp pase mantis produce dhe allowing vin ela spi and weet, “Mean, inthe Visayas, Bagvong lamang i hardly sold, The ‘omentonalwidor that bras hs ein comin many of eontowns, sh efod isa the whole year rounds why would people toy proceed ship pe? Competioe Profile According the Cemer oInsernstional Tae Expositions and Mision (ITEM) anstched agency ofthe Depron of Tine snd nduy (OTD, ‘here ae caren 1.165 regi proceed fod manufacturing bri the coun. Th hive gos add vale of ound USS? bilion and gow 15 percent per atu APs admicedy 2 mall plain the ove dpocesing indy. ‘Asielfom ia competion the Lion and Mndance mates, congestion ‘lo comes fom Flpino export companies. The companies se pena in the busines of distributing for export» wide range of nave Flip roca fod such a fit procres, cocona reduc sees ty ‘ene, fo she compan, te fling ld te 2) Proceed rnp pare isjust one podicmong many, an scons foc only nal percentage oft le turnover 1) Sie wo the cal mae (a Lat) ae more of an erthouge 3 out ofthe ouput i gtd fr export Example ofthe export compan te Golden Hand, Baro Rt, Jorma lnenatonl and Florence Fd. (Refer to Ean 2 snd or ‘roduc brochures of Golden Hand and Jo- International, peste) Howeve, being x mall and faced manicure like AFT ao has et damages Fo che players inthe indy, procurement of he spf the bigges problem onthe opeaions side This bee the soy fp catch eon, and nw oar oly two months in a ear Making che sore complicates tha the season es om ero et Ths, Aha |e able wo frat its demand accra and buy the econ oil when the arable wine we on window end ck mae Sarin the ofthe yar Wit its more sable requirements AF is favored by the shrimp fy supplies ove its competitors, who tend vo be ieglat in thee purchases. During mes when supply of sre becomes marc biggs ‘ompanic ie Golden Hands ate che frat ones alee. Thin Ee vas timajr factor in how ARTs ling arangement with Golden Hands sloped ornd iain + es ‘While AF numa sli product ung is own “Nepean” brand, sdional source of ales was devdoped fen yen ago by cident (Pare ‘smb were Tex Macapagal ere words) A hatin, Golden Hand ws wing ificaeysoucing sh shin yan ated AFL fc ws wing sal parca oupu them ‘Since then this has devdoped into tll manufcutngatrngement etween the two companies, wherein reared alae of APT ouput is eamatke for Golden Hands, and sold unde is label. Im ft the label of Golden Hands ar js delivered to AFL, and it ite later who scully sich the sai labels o he Bos, Bp Te etme, the serge volume of Golden Handi’ orders with them is 2,000 cases per yest Over their rota ales volume i comprived of 70 percent unde it wa “Neptune” brand, and 30 percent under cll manufacering arrangements, For AFI the aionale fortis cooperation with competitors is hat thee other brands are manly targeted forthe export maker, specially the Usted Satesand Austin ele, they ae exporting hese paler. Wich the ability to charge higher pee for espor ‘les, marine areal higher by around 30 percent (v.17 percent ithe ‘hole busines). Unfors thoagh his spec of he busier tnd tobe more wl Sales rvene fiom ll mansfcring depend nelly on he aay fh fy. spl is abundane he export compan ae abl to make ‘hc own bmg and have o ned for AF ses, Tex ces Horne aod, which or oly makes iu own product ting good tines, ba alan toll manatee, Esti 4 shows he Income Satemen of Aguas Food Indus for the year ending 19, Given hat ome athe compan wth whom thy hae largess Savy ie the same peace pron antral ands i fore the rie in zon Tex aden hat his companys mri aloe than erage, td jst makes up frit with the added vole Exibie 5 shown AS ‘tiated als volumes inex) othe yea 1999. He hs been hiking about the bet way to change thi. Afr al it ‘ers cold sel he sme prac in Lavon for ney themes spe Minds wy shoud eno in dhs ares ad encom the higher