Answer to Question #242834 in Marketing for Maxx

Question

1. Universal Robina Corporation is one of the largest branded consumer food and beverage product companies in the Philippines.

Answer these questions:

* Select one country and discuss how the company used the export strategy in entering the said foreign market.

* Identify the successes and challenges of URC in the said foreign market.

Answer 1

URC's Global Exports division is the distribution strategy for both URC Philippines and URC International sourced products in the United Kingdom. The strategy resulted in the merger of URC's regional sales teams, allowing the company's formerly independent export divisions to be consolidated into a single global export team. This streamlining of procedures allows the organization to reach out to a larger number of customers across the country. The central Global Exports unit advertised and sold URC items in the country under one official catalog, highlighting the consolidation.

Successes of URC in the United Kingdom

1.     Supplier base flexibility

2.     Better sales & operations planning

3.     Access to better distribution models

4.     People productivity

5.     Digital acceleration

Challenges of URC in the United Kingdom

1.     Rise of natural and organic products

2.     Slow product innovation cycles

3.     The rise of health-consciousness among consumers