RESEARCH
PAPER ABOUT SAN MIGUEL CORPORATION
Case: Suppose
you are the CEO of San Miguel Corporation, narrate the policies that you are
going to implement by adhering to the responsibilities of CEO.
San Miguel Corporation, established in 1890, is today’s Philippine
largest beverage, food and packaging company. It started to be a single product
brewery. Today, SMC produces more than 400 products carrying with it many
prestigious brand names such as Monterey, Magnolia, Purefoods and San Miguel
Pale Pilsen. SMC, just like other business seemed to have dynasty in terms of
management. Recently, the Cojuancos are the ones who have the largest
investment in the said corporation. Recently, Eduardo M. Cojuangco, Jr. is the
CEO of SMC.
Now, let us assume that I am the new CEO and I am about to develop new
policies which I will implement by adhering to the responsibilities of a CEO.
Being a CEO is a big thing, and implementing policies, indeed, is not a
simple matter. Policies that a CEO will carry on will definitely play a
significant rate in reaching out for what a company/organization aims to
realize at some future time. Those policies will serve as frameworks within
which the objectives can be established.
As a CEO, I have to consider at a
great extent my responsibilities, and to them I will adhere as I implement
policies of my own idea. Herein, I will lay down the policies which will
reflect SMC’s identity and fundamental nature.
San Miguel Corporation was initially known as a beverage producer. It
introduced itself to the market as a single product brewery and this has become
its trademark. From a single product, many more have sprouted and later on, the
corporation acquired other businesses and become its subsidiaries, until it
gets to this point that 400 more products are produced. Looking at this, I have
seen that SMC has a good foundation and that being a brewery, and this I want
to remain to be its image. As this is the case, this identity of SMC must be
retained. Beer and other beverages will continue to be its major product and
the others will remain in production as long as they are of continuous
patronage. Diversification of products will still be given enough attention to
seek for more opportunities.
Management will be dully informed of this policy and a timely and
consistent forecast shall be conducted regularly in order to determine demands
for our products and demands for new ones as well. Conducting forecasts will
allow us to gain ideas of what products will probably come in and out of the
market, thus paving the way to the development of our existing products and
even of new ones. This will also be of help in foreseeing the profitability of
our business operations.
Speaking of profitability, another policy which I will implement is that
the corporation’s profit must not remain unchanged over period of operations.
It shall move, definitely not downward, but rather, it must increase as much as
possible. Since SMC is well established and has a very good standing in the
industry, incurrence of losses shall have no room in our operation. Growth
policy shall be inculcated in the minds of each member working for the sake of
corporation’s attainment of its goals. The business shall not remain stagnant,
but rather, t shall continue to search for opportunities for further expansion,
prosperity and innovation.
Since we’ve talked about growth, globalization will be another thing to
concentrate onto. Speaking of globalization, this will refer to the geographic
market of SMC. Business operation of SMC isn’t limited only here in the
Philippines. It actually has already penetrated other countries in Asia such as
China, Hong Kong, Vietnam and Indonesia. Australia has also become SMC’s
market. Detaining to this fact, as a CEO I want to implement another policy
which is the further expansion of the market of SMC products. Though
globalization is of high risk, SMC must start to introduce its high quality
products abroad and make all Filipinos proud of their own native products. To
retain its overall position here in the Philippines and become well-known even
abroad is a policy that will really take so much effort, time, and cost to SMC.
But such thing isn’t impossible and is truly a great achievement if it happens.
Another more policy which I will push through is a deeper commitment
into well manifested corporate social responsibility. SMC shall serve as a leading
good example of a corporation extending a helping hand to the society. It shall
not strive only for its own good and benefits but is shall consider at a
greater extent the good fruits of its operations it can offer to the community,
government and to the entire society. This thing will of course have a positive
return to the entity.
A well-established and excellent manifestation of social responsibility
will tend to attract more investors as public loyalty and trust to our
corporation further improves. Our corporation shall stick firmly to the
attainment of its success not only for the exclusive benefit if the owners but
also with the intention of uplifting the society, assisting the government and
supporting charitable institutions.
On the top of the foregoing major policies which I will implement is
another policy which is overviewed in the proceeding paragraphs.
Being the number one corporation in the Philippines in terms of the
quality of the product it manufactures, in terms of good governance, corporate
social responsibility, and in terms of success in the field of business is what
I want SMC to be known as in same future time. This is the totality of the
identity which I want to be attached to SMC.
For these above mentioned policies to be carried out, I, together with
the top managers, will develop operating strategies. Strategic plans must be
consistently pertaining to those strategies to be used which will most
efficiently and effectively be the means of realizing our goals and objectives
in the long run.
Another thing for me to do is to develop an organization which will
allow us to attain our objectives in the best possible way. The fundamentals of
management must be consistently carried out through coordination and
collaboration of all the key members of the corporation.
Indeed, working alone. In pursuit of further success of a business such
SMC isn’t possible. Thus, these policies will be disseminated to other levels
of management and to the Board of Directors. The managers of different areas
will be ones to make access of this information possible to the workers and
other members of this entity. After which, together we will strive to achieve
short-run profitability and long-run stability of SMC. With deep sense of collaboration
and dedication, as a CEO I will lead the way towards SMC’s brighter and firmer
stand in its industry.
