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Splash Corporation Case Study

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Submitted By princeraji
Words 5093
Pages 21
Rajinda Jayasinghe
A0090911

SPLASH CORPORATION: COMPETING WITH THE BIG BRANDS

“We are at war with the multinational corporations, fighting for the hearts and minds of the Filipino consumers”
With these simple words, Roland Hortaleza, Chairman and CEO of Splash Holdings, provides some key insights into how he views his company’s place in the highly competitive cosmetics and toiletries market in the Philippines. An underdog success story in the truest sense of the word, the rise of the Hortaleza family from their humble beginnings as civil servants, to the pioneers of the “next Unilever”, the story of Splash Corporation is an informative model for those who wish to study the marketing strategies that drive successful startups in competitive markets.
Several years removed from its creation, Splash finds itself facing challenges that are quite different from those that it faced at the time of its inception. In many ways, the underdog mentality that so successfully fuelled Hortaleza’s initial strategies is now obsolete. Splash finds itself in something of an inconvenient middle-ground, competing for market share against emerging low-cost alternatives and fighting the big-budget multinationals that continue to dwarf the scope of Splash’s product lines and thee depth of its marketing budgets.
The following case analysis looks at Splash’s current position in the Philippines cosmetics and toiletries industry, and attempts to draw conclusions on future opportunities and points of leverage for Splash’s continued expansion and growth. Building on these points, this discussion will propose specific recommendations for selected products as well as some recommendations for general strategy.
Situational Analysis
Environment
Splash Corporation’s primary market is local. It is an environment that is familiar to Splash management and researchers, and that is

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