Virgin Cola Case Dissertation

Virgin Cola(

Banging Up the Softdrinks Market

It was standard. Hubert Suntan was called Vice-President pertaining to Sales and Marketing of InterBev, the latest addition to the organization empire of taipan Lucio Tan. Hubert's choice was not a difficult decision to make. All things considered, being in his late twenties, he was a go-go sort of person who a new passion for people who do buiness. There was great expectation that his signing up for would add greatly towards the Tan group of companies.

Hubert acquired his organization and MASTER OF BUSINESS ADMINISTATION degrees from one of the best educational institutions in China. His appointment was made barely monthly before Mr. Lucio Suntan signed a tie-up with Richard Branson, the internationally known sportsman, billionaire, and owner of the Virgin mobile Group of Businesses. The tie-up would cause the introduction of Virgin mobile Cola to the Philippine marketplace on 04 2004.

”Congratulations Hubert, ' stated Charlie Dy, Vice-President intended for Sales and Marketing of Asia Brewery Incorporated, the member of the Lucio Color group. " Any preliminary plans yet for the new product? ”

" Thanks, Charlie. We have been working on it currently. Our reviews and research pretty much provide us with valuable information on what positions to consider and which strategies to pursue, ” was Hubert's speedy reply.

" In any case, won't you have a celebration to get the big event? ”, asked Steve, referring to Hubert's appointment.

" Wow, not now, Charlie. I initially have to smoothen things up at the office before I am able to even imagine celebrating. Think about lunch a few weeks …. my own treat! At that time, I can discuss with you my own proposal. I just have to get rid of a few issues in this area, ” replied Hubert.

" Oh, very well, we are incredibly confident it can easily be convenient picking for you personally. Okay then … I'll see you in a few days. In any case, you might give me a call whenever, if you need whatever, ” Steve commented.

" I love that very much. Thanks once again, ” stated Hubert as he sauntered out of the room.

Company Background


Doctor Lucio Suntan was born in the Fujian province of Cina. From very humble beginnings, he rose for being one of the most rich tycoons inside the Philippines. His extensive opportunities expanded to a lot of countries, including China and Hong Kong.

Dr . Suntan studied Chemistry at the Asian University, but dropped to be able to venture in to the tobacco organization. InterBev was the latest addition to his conglomerate. Among the firms he possessed were: Asia Brewery Incorporated (ABI), Good fortune Tobacco Firm, Tanduay Distillers, Philippine Aircarrier (PAL), and Allied Banking Corporation.

Asia Brewery and Tanduay were in the beverage market. ABI provided a variety of beverages that shaped the nonalcoholic beverage collection of the Lucio Tan number of companies. InterBev was a division of Asia Brewery. It would stay under its ambit, until such period that it may become a significant market player, capable of running persistent profitable operation.

Inside the 1970's, Color obtained permission from the Marcos Administration to determine a producing company. Pertaining to the greatest time, one company experienced monopolized the food and drink industry in the country. Dr . Suntan envisioned to make the standards in the Filipino consumers by offering them an alternative. His vision was going to give the Philippine consumer the best value for his money by providing him top quality products in prices he can afford.

On 28 January 1982, Asia Brewery was inaugurated. It was the sole company allowed to challenge the supremacy with the giant conglomerate, San Miguel Corporation, in the practical monopoly of the home-based beer industry. Dr . Tan's vision was going to make his company a world-class, varied beverage business, highly respected by the consumers and business associates. The company's objective was to give consumers with top quality products sold at reasonable prices, supported by exceptional service,...

References: Business World Top 1000 Businesses in the Israel, 2004. Amount 18

Business community 7 12 , 2004 News story, newspaper article " Lucio Tan group to start Virgin Cola next month”

[3] World of business Top a thousand Corporations inside the Philippines, 2004. Volume 18


[5] Business community Top multitude of Corporations inside the Philippines, 2004. Volume 18

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