A Case Analysis on Prime Meat, Inc.
(Bea’s Pricing Dilemma)
Submitted by:
Adajar, Julia Martha
Alcachupas, Paul Joshua
Crisostomo, Kenneth Ezechiel
Donato, Ma. Lorena
Leynes, Vonn Orland
Saputil, Gemaicca Laudato
Viernes, Marielle Almira

I. POV
Bea Lim * Bea Lim is the current marketing assistant of Prime Meat, Inc. * She was the initiator of creating new marketing strategies from Prime Meat products. * Unlike other characters mentioned in the case, Bea Lim gathered information through market research thus letting her have a grasp of the market’s perception of the product. II. Relevant Case Facts * The Executives of the company want to create a better image for their products considering their acceptability in the market. * Mr. Jay de los Reyes, the Marketing Manager has commented that current prices are lower than similar products in the market. * Prime Meat, Inc. is a big spin-off from the big feedmilling business of LCM Company located in Lipa City, Batangas. * The current volume of production in Lipa City, Batangas is 10 metric tons. * They are considering to transfer their production plant in Santo Tomas to increase the volume of production to 30 metric tons. * Their product line consists of the following: bacon, bologna, cheesedog, chicken longganisa, embutido, hamburger, hotdogs, pork tapa, tocino, sisig, skinless longganisa, glazed ham, sweet ham, smoke longganisa, and Christmas ham. * Among these products, only hotdogs, tocino, tapa and longganisa have regular demand while others have seasonal demand. * Their target market are consumers from Class B to Class C income levels group. * Their main competitors are Lipeno’s Pride, Carmen’s, Emma Homemade Meat Products, Tita’s Mekeni and Pampanga’s Best.

A. Market Situation Analysis (SWOT)
1. Opportunities- Threats Analysis

a.