SELECTA: Mixing the Right Ingredient for the Future

I. Brief Background
Selecta was unknown and a dying brand when RFM Corporation bought it in a bid to contest Magnolia¡¦s monopoly of the Philippine ice cream market. And when RFM Corporation bought Selecta in 1990, the company through its winning formula of high-quality, marketing innovation, modern production technology and strong distribution network was able to capture 39% of the ice cream market from 1% Nationwide after more than 2 years from taking over the ownership. With the increasingly intense competition as other competitors are jockeying for a larger share of the market, Selecta has to plan its growth and business strategy in the future.

II. Statement of the Issues
The issue in this case is what will be Selecta¡¦s growth and strategic plans for the next 3-5 years to sustain its market dominance and protect or even increase its market share.

III. Areas of Consideration
a. Economic indicators
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Title: Selecta
Approximate Word Count: 1214
Approximate Pages: 5 (250 words per double-spaced page)

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