Status, Problems and Prospects of Lanzones Production and Marketing in Laguna

Date

5-2015

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette A. Aquino

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Abstract

Lanzones is a major berry in the country and it is a tropical berry that develops extravagantly on the North Central Coast. This fruit is widely grown in Laguna which has been a major producer of lanzones over the years. There are a total of 23 municipalities in the province which produces lanzones. It is a major source of income to a large number of farmers in the region.

The study was conducted to: present the profile of the players involved in the lanzones production industry in Laguna; describe and assess the present performance of the lanzones industry in terms of its production, marketing, organization and financial aspects; identify problems and constraints being experienced by different key players of the industry, identify the prospects and/or develop investment opportunities for entrepreneurs and other institutions; and to recommend possible solutions and strategies for the development and sustainability of the lanzones industry in Laguna.

The descriptive research design was used to describe and illustrate the lanzones production production and marketing and also the support subsystem like the government and associations in Laguna. Data were collected through interviews and surveys with 172 lanzones farmers and 30 lanzones traders. The respondents were obtained using stratified random sampling. Secondary information were gathered from government institutions like the Provincial Agricultural Office, Municipal Agricultural Office and Bureau of Agricultural Statistics. The analytical tools used were: Michael Porter’s Five Forces Model of Competitive Analysis, Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis, Key Success Factors, Supply Chain Analysis, and Cost and Return Analysis.

There were farmers and traders from Nagcarlan, San Pablo, Rizal, Calauan, Liliw, Alaminos, Sta. Cruz, Magdalena and Paete of districts 3 and 4 of Laguna since these two districts accounts for 99.39% of the total production of Laguna. Of the 99.39%, 18.43% of Lanzones comes from district 3 while 80.96% comes from district 4. Only 0.61% of the total production comes from district 2.

The following are the highlights of the application of the Michael Porter’s Five Forces Model. Threat of Substitute for the products for lanzones was high since there are many fruits that can replace lanzones. The buyers dictate the price of the lanzones since there are many sources of lanzones in the province. The rivalry among the farmers was also high because there were around 8000 farmers trying for the traders by lowering their price Likewise the threat of new entrant is high.

The problems identified were climatic factors like the onslaught of typhoon Glenda, which caused major damage to farms and to lanzones trees. Another is increased incidence of pest and diseases that attacks the lanzones trees.

After conducting the SWOT analysis the following strengths were identified: a) large area of lanzones production; b)accessibility of market for lanzones; c) the suitability of Laguna as a good site for lanzones production; d)relatively low labor cost; and e) experienced farmers. The weaknesses were: a) lack of motivation on the part of the farmers; b) lack of technology to prolong the shelf life of lanzones: c) limited funds for expansion; d) few government programs geared to the industry; and e) hard acquisition of loans. For the opportunities, a) support from local municipality; and b) availability of foreign varieties of lanzones. Meanwhile the threats identified are: a pest and diseases; b) calamities and climate change; and c) increase in production of other province and pilferage.

The key success factors of the lanzones production in Laguna include sufficient support from national and local government and non-government institutions, proper production and marketing of produced lanzones, use of foreign variety of lanzones, adequate use of productivity measures, use of proper farm practices to help maximize the use of the farm land, addition of research and development and proper infrastructure.

It is recommended that the farmers use new technologies to help in the faster propagation of the tree, participate into seminars and other related programs, propagate of high-yielding disease resistant varieties and use of control measures against infestation to help increase current production scenario and intercrop lanzones with rambutan. For the traders, it is recommended that they increase their scope of distribution. Lastly for the government institutions, they should put up a demo farm for macrosomatic cloning, give technical assistance and promote the fruit intensively through festivities.

Language

English

LC Subject

Fruit trade, Production control, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2015 M17 E87

Notes

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Document Type

Thesis

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