San miguel background


Eduardo Cojuanco, a CEO of San Miguel Corporation is having a hard time in making his decision about the risk he will take for his product know as the San Miguel Beer. He is currently re-assessing his marketing strategies to known if he can expand his plans and make it a success.

His current flagship product is well known as the ‘San Miguel Beer’, is taking its slow growth rate because of its large market share. Because of this he then decided to engage in business not in line with his profession. These businesses are energy, mining and infrastructure. There’s more but these are what he chose to look real close. But we all known that San Miguel Beer is a long time-time product that was already familiar and be loved by the Filipinos. So, what would be the best decision for Mr. Conjuangco’s Company?

History of the company

La Fabrica de Cerveza de San Miguel, the Philippines’ first brewery – establish in 1890 with 70 employees – produced and bottled what would eventually become the country’s best selling beer. Within a span of generation, San Miguel in its familiar amber Steinie bottle would become a Filipino icon and a quintessential part of Filipino life. By 1914 San Miguel Beer was being exported to shanghai, Hong Kong and Guam. Hong Kong would later become a site of san Miguel’s first offshore operation in 1948

While brewing beer is San Miguel’s heritage and the focus of much of its expertise, the company subsequently branched out into soft beverages, food and packaging. Diversification characterized the 1920’s, with the company expanding its product line to include soft drinks and ice cream. In 1938, San Miguel began producing its own bottles. By the 1950’s, the company expanded into poultry and livestock feeds processing. From the original Cerveza that first rolled of the bottling line, San Miguel Corporation has gone to produce a wide range of popular beverage, food and packaging products which have catered to generations of consumers’ diverse and changing tastes.

San Miguel Beer, the company’s flagship product is one of the world’s largest selling beers. San Miguel is the Philippine largest food, beverage and packaging company and packaging company and the one of the country’s biggest private employers. The company’s manufacturing operations extends to Hong Kong, China, Indonesia, Vietnam and Australia and its products are exported to over 40 countries around the world. San Miguel partnerships with major international companies have given the company access to the latest technologies and expertise. Partners include the Coca-Cola Company, Hormal Foods Corporation, Hormel Foods Corporation, Kirin Brewery, Yamamura Glass and Fuso Machine and Mold Manufacturing of Japan.

Industry Definition


San Miguel Corporation is the largest food, beverage and packaging company in the Philippines, employing more than 26,000 employees in over 100 facilities in the Philippines, China, Hong Kong, Southeast Asia and Australia. Our enduring brand, quality products, unparalleled distribution, responsiveness and innovation have enables us to become among the best company in Asia.

Our company has been in the business of building brands for years. Our name is among the most recognized and trusted in the Philippines, appearing on more than 300 products.


San Miguel Foundation, Inc. is committed to the empowerment of San Miguel host communities and various take holders by harnessing corporate social responsibility among the various San Miguel business in pursuing mutually beneficial programs that lead to self-reliance and sustainability.


Vision SMC’s fundamental and historical philosophy — Profit with Honor. The following are SMC’s objectives: To provide an environment which is conducive to the development of the individual and which encourages employees to realize their full capabilities. To generate a return on funds employed sufficient to ensure an adequate rate of growth for the Corporation, and to provide satisfactory returns to stockholders.

To seek and develop export markets for new products as well as for those already being produced by the Corporation. To diversify into fields which will ensure optimum utilization of management resources and a substantial contribution to corporate profits?

To manufacture, distribute and sell throughout the Philippines food products, beverages, packaging products and animal feeds, being ready at all times to add, modify or discontinue products in accordance with changes in the market.

To be constantly aware of the aspirations of the people and of the nation, and to ensure that San Miguel continues to make a major contribution towards the achievement of these aspirations.


San Miguel is Strongly oriented towards achieving results but firmly believes that these results be achieved in a manner that uphold the highest standards of integrity and ethical practice. These are exemplified in our core value, which each and every San Miguel employee should strive to uphold:

Passion for Success
We will constantly strive for excellence. We will be the best we can be and create value in everything we do. We will be proactive and entrepreneurial, propelled by a sense of urgency, competitiveness and total dedication to results.

With trust and respect for each other and with unity in purpose, we will work toward our shared aspirations, transcending boundaries along functional and organizational lines.

Respect for Our People  We recognize our employees as individuals and are committed to nurturing their individual capabilities. We will uplift the dignity of labor by encouraging our people to be the best in their fields. We believe their growth and the growth of the organization go hand in hand. We are committed to creating a work environment that encourages open communication, camaraderie and professional growth.

Customer Focus
We will be our customers’ preferred choice. They will choose our products and services above others because we provide them with products and services that exceed their expectations.

We will encourage creativity and ingenuity in our processes and systems, products and services. We will be forever looking for ways to outdo ourselves, always striving to be the first to anticipate consumer needs and deliver something better.

In the conduct of our business, we will be guided by what is ethical, fair and right. We believe in profit with honor and are committed to good governance and the highest moral standards.

Social Responsibility
We believe social responsibility and corporate citizenship are integral parts of our business. We are committed to improving lives of people in the communities in which we live and work.

San Miguel Community Clinics
Anvil Award of Merit, 47th Anvil Awards
SMPF Handog Lusog Para sa Nutrisyon ng Nasyon
Finalist, IABC Philippine Quill Awards 2012

San Miguel Community Clinics
Award of Excellence, IABC Philippine Quill Awards 2011
Anvil Award of Merit, 46th Anvil Awards
Tulong-tulong para sa Tullahan Project II
Anvil Award of Merit, 46th Anvil Awards
Tulong-tulong sa Tullahan
2002 Anvil Award of Excellence
(Public Relations Society of the Philippines)
Coca-Cola’s Mission P.E.T.
2002 Anvil Award of Excellence
(Public Relations Society of the Philippines)
Coca-Cola’s Mission P.E.T.
2002 Gold Quill Award
(International Assn. of Business Communicators)
Distileria Bago, Inc.
2002 Anvil Award of Merit
(Public Relations Society of the Philippines)
Distileria Bago, Inc.
2002-2003 Certifi cate of Recognition as Healthy Workplace Regional Winner (Provincial Category)
San Fernando Brewery
2001 Healthy Workplace
(Department of Health-National and Regional Level)
Davao Brewery’s EMS and Adopt-a-River Project
2000 Mother Nature Award
(Pollution Control Assn. of the Philippines, Inc.)
San Fernando Brewery
1999 Employer of the Year Award
(Social Security System)
Polo Brewery/Bacolod Brewery/Davao Brewery/CTS-EMG
1997-2000 Ten Outstanding Pollution Control Officers
(Pollution Control Assn. of the Philippines, Inc.)


Established in 1890 as a single-product brewery, San Miguel Corporation (San Miguel) is the Philippines’ largest beverage, food and packaging company. Today, the company has over 100 facilities in the Philippines, Southeast Asia, and China.

One of the country’s premier business conglomerates, San Miguel’s extensive product portfolio includes over 400 products ranging from beer, hard liquor, juices, basic and processed meats, poultry, dairy products, condiments, coffee, flour, animal feeds and various packaging products.

For generations, the Company has generated strong consumer loyalty through brands that are among the most formidable in the Philippine food and beverage industry – San Miguel Pale Pilsen, Ginebra, Monterey, Magnolia, and Purefoods. Flagship product, San Miguel Beer, holds an over 95% share of the Philippine beer market.

In addition to its leadership in the Philippine food and beverage industry, San Miguel has established a significant presence overseas. The Company’s operations extend beyond its home base of the Philippines to China (including Hong Kong), Vietnam, Indonesia, Malaysia, Thailand and Australia.

Through strategic partnerships it has forged with major international companies, San Miguel has gained access to managerial expertise, international practices and advanced technology, thereby enhancing its performance and establishing itself as a world-class company.

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