A Case Study on Kokonatz Enterprise

Date

12-2015

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette A. Aquino

Committee Member

Dia Noelle F. Velasco, Mar B. Cruz, Agnes T. Banzon, Dinah Pura T. Depositario

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Abstract

Kokonatz Enterprise is a small scale - type of business registered with the Department of Trade and Industry in 2009. The enterprise is owned and managed by Ms. Anneline Castillo. It is a sole proprietorship that is engaged in food manufacturing and food service. It started with the bottled dulong business which contributed a large percentage to the enterprise’s revenue. Recently, the enterprise established a new line of business, the D’nk Burger Shop. The shop served patties made by the enterprise.

The study generally presented and evaluated the current status of operations of the bottled dulong business of Kokonatz Enterprise. Specifically the study aimed to: 1) present and evaluate the business environment affecting the bottled dulong business; 2) describe the bottled dulong business of the enterprise in terms of the four business functions; 3) identify the problems faced by the enterprise; 4) generate and evaluate alternative strategies for the identified problems; and 5) design an implementation plan for the recommended strategy to improve the business’s performance.

The study employed a case research design. The data used were both primary and secondary. Primary data such as company profile, production process and production layout were obtained through observations and interviews of the owner. Secondary data such as supply of dulong, demand for fish products and potential market for dulong were gathered from published books and manual, city records, journals and other references from reliable internet sources. Details about the enterprise such as records on sales, production, personnel and financial statements were directly gathered from the owner.

The strengths of the bottled dulong business of the Kokonatz Enterprise include: 1) owner’s business experience and exposure; 2) connections of the owner in different support institutions; 3) locally available raw materials; and, 4) simplicity of the production process. On the other hand, the weaknesses of the business include: 1) poor documentation or no formal system of recording production activities and financial matters; 2) lack of FDA accreditation of the product; and 3) lack of focus of the owner.

As for the opportunities, these were: 1) increasing demand for food products that promote health and wellness; 2) the enterprise’s product having high potential for the export market; and 3) availability of government support. On the other hand, the threats in the industry were: 1) changing climatic patterns and natural calamities; and 2) threat of increased competition due to low barriers to entry.

This study attempted to answer the question: “How is the enterprise performing?” In relation to the assessment of the enterprise’s performance, the main problem to be addressed in order for the enterprise to maximize its competitiveness in the food processing industry. The study formulated alternatives that would answer the question: “What strategy does Kokonatz Enterprise needs to employ to maximize its market potential of the bottled dulong business?”

After assessing the strengths and weaknesses of the enterprise and matching it with the opportunities and threats of the industry, it was recommended that the enterprise should employ market penetration strategies by increasing its promotion and increasing the reach of the product.

Language

English

LC Subject

Food service management, Business enterprises-- Philippines

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2015 M17 D43

Notes

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Document Type

Thesis

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