Business Practices Challenges and Opportunities on Lambanog Processing and Marketing in Tiaong and Tayabas

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gemma U. Reyes

Committee Member

Normito R. Zapata, Jr., Jennica Amielle M. Mora, Mar B. Cruz

Restrictions

Restricted: Not available to the general public and to those bound by the confidentiality agreement. Access is available only after consultation with author/thesis adviser.

Abstract

Lambanog, it local name, sometimes translated as coconut wine and internationally marketed as the Philippine vodka, spirit, or liquor, is a natural and chemical-free traditional alcoholic beverage made by distilling naturally fermented coconut sap or tuba, another coconut-derived alcoholic drink. With a typical alcohol content of 80 to 90 proof (40 to 45% alcohol by volume (ABV)), it is recognized for its high potency. When pure, the beverage has a translucent or colorless appearance and is frequently said to have a solid but clean taste. Quezon province is known to be the “Lambanog Capital” of the Philippines given the century-old tradition of lambanog- making preserved and continually practiced by some of the processors in various areas in the province, including the municipality of Tiaong and the City of Tayabas.

This Special Problem Report generally identified and analyzed the business practices of lambanog businesses involved in lambanog processing and marketing in Tiaong and Tayabas City as well as the challenges and opportunities confronting these businesses. Particularly, this research study was able to attain the following objectives: (1) describe the socio-demographic and business profile of the respondents and their lambanog businesses; (2) examine the business practices of the lambanog businesses in Tiaong and Tayabas City, Quezon province; (3) assess the challenges and opportunities confronting the lambanog processors and distributors in Tiaong and Tayabas City, Quezon Province; and (4) formulate strategies or recommendations that can be adopted to improve the future direction of lambanog processing and marketing in Tiaong and Tayabas City, Quezon Province.

This study interviewed three (3) lambanog processors in Tayabas City and 15 lambanog distributors based in Tiaong, Quezon as its primary respondents. The data were collected through the conduct of personal interviews; additional information and supporting data were collected from various resources of government agencies and institutions as well as from previous studies or existing literature related to lambanog.

The lambanog businesses interviewed can be described as owned and managed by different members or generations of a family of farmers or business people interested in venturing into agriculture-related business activity. The owners and managers currently managing the business are mostly aged 26 and above, married and attained college-level education. They also currently have multiple revenue streams, not solely relying on the income from their lambanog businesses. The businesses of the interviewed processors are considered to have small-scale operations which cover the production of coconut sap (input provision), processing of the raw material into distilled lambanog, packaging and labeling of products, then its distribution, marketing, and sales, and finally the actual delivery of products to their customers.

In the conduct of the activities related to each business process or aspect of lambanog processing and marketing, various business practices are observed to be executed or performed by each lambanog processor and the lambanog distributors that are aimed to help them to manage their business resources and operations effectively and efficiently. Some of the notable business practices involved or related to human resources management, business research and development, product-market related strategies or activities, capacity-building, and business or industry collaborations or partnerships with other stakeholders or industry players.

To be able to identify the challenges and opportunities confronting the respondents, a business analysis was conducted examining the lambanog businesses. The SWOT analysis, which provides an overview of the common strengths and weaknesses among the three processors and 15 distributors interviewed in the study together with the opportunities and threats facing them, and the Competitive Profile Matrix, which was designed to see the competitiveness of each lambanog processor business in comparison to one another, were the two analytical tools used in this study to scrutinize the data collected from the interviewed businesses.

The challenges and opportunities that lambanog processing and marketing in Tayabas City and Tiaong, Quezon are currently facing or could potentially face in the future were determined after completing the various analyses. The identified challenges primarily highlight concern about the limited business growth-driven practices or strategies that lambanog processors and distributors incorporate into their business operations as well as the intense competition in the alcoholic drinks market. The opportunities that have been identified, on the other hand, generally center on strengthened partnerships and collaborations with various public and private organizations, the fusion of tradition and modernization into the lambanog-making process, and building and managing lambanog-related business and with a business founfation based on their family business years of experience and the capacity to acquire and possess formal and technical expertise.

Finally, this study offered recommendations or strategies that could be employed to enhance the future direction of lambanog processing and marketing in Tiaong and Tayabas City, Quezon Province. Through the SWOT matrix and Ansoff matrix, respectively, specific and general recommendations encapsulating business strategies and growth strategies were specifically given and directed towards lambanog processors and distributors. Additionally, recommendations or suggestions for the government and future researchers were offered to take into consideration their important role in assisting the lambanog businesses and filling in the gaps and limitations of this research, respectively.

Language

English

LC Subject

Liquor industry, Liquors--Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 M36

Document Type

Thesis

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