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Information about ALDECA

Published on March 1, 2014

Author: sureshnain


ALCOHOLES DE CENTROAMERICA S.A.:  2014 1 ALCOHOLES DE CENTROAMERICA S.A. SURESH NAIN INDIAN INSTITUTE OF FINANCE GREATER NOIDA CASE - 4 PowerPoint Presentation: 2 ALDECA Alcoholes de Centro America S.A. LICORERA DE BOACO Grupo Coban Liquor Industry: 3 Liquor Industry Product: Aguardiente Companies: Honduras-8, Nicaragua-1,Guatemala-1 Sales/Profits:Declining-due to market shift Operations: Continent-wide: CentralAmerica Stage of product life: Mature Five Forces Model: 4 Five Forces Model Intensity of Rivalry: High Suppliers: High Buyers: High New entrants: Low to Moderate Substitutes: Low Five Forces Attractiveness: 5 Five Forces Attractiveness The AGUARDIANTE market in Centro America is attractive: Well established firms Firms with supply of raw materials Firms with continent-wide reach Opportunities: 6 Opportunities High population growth Improve market with smaller bottles Unrelated diversification Threats: 7 Threats Grupo Coban’s expansion to Honduras Shortage of supply of molasses Political instability Organization: 8 Organization Honduras biggest Aguardiente company Founded in 1967 by Emin Barjum Products: Aguardiente, vodka and wine, cosmetics Employs 90 people Mission: To produce quality and affordable liquor Company Strategies: 9 Company Strategies Past: Multi-brand Corporate: Diversified to cosmetics Generic Low-cost leadership Focus strategy Alternative Prospect: Merger Defend: Maintain, increase market share Sales – Profits (in millions of Dollars): 10 Sales – Profits (in millions of Dollars) Finances 1990 to 1994 (RATIOS): 11 Finances 1990 to 1994 (RATIOS) Finances – 1990 to 1994 (RATIOS): 12 Finances – 1990 to 1994 (RATIOS) Company Strengths: 13 Company Strengths Superior process technology Adequate labor supply Diversified – cosmetics line Company Weaknesses: 14 Company Weaknesses Limited distribution channels Marketing difficulties Inadequate molasses supply Recommendation (1): 15 Recommendation (1) Prospect - Vertical integration of manufacturing plastic containers instead of using glass bottles Justification: Lower cost, speed up manufacturing process, available in different sizes Implementation: Purchase of new machinery, train labor force Recommendation (2): 16 Recommendation (2) Defend – Better market initiatives Justification: Population growth, continent- wide expansion Implementation: Target younger people, aggressive and effective advertising Recommendation (3): 17 Recommendation (3) Prospect – Defend: Merger with Licorera de Boaco Justification: Control over raw materials, increase in production and market, cost reduction, ward off competitors, chance of diversification Implementation: draft merger and consolidation agreements, sign contract Summary: 18 Summary ALDECA needs to join forces with Licorera de Boaco to: Guarantee market survival To compete with Grupo Coban To improve process technology

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