I.

INDUSTRY PROFILE
A. Industry Background
A1. Composition of the business belonging to the industry and the sub sectors under it.

This hog industry that we are trying to research belongs to a business of agriculture. Agriculture
is a business sector dealing with raw materials to be used in processing plants for food processing and
food production. One significant of agriculture is farming where farmers plant wheat and crops while
other farmers are busy taking care of animals such as pigs, cows, goats, sheep and lamb (also called
shepherds). The sub-sector of agriculture industry are plant agriculture where it deals with wheat,
crops, corn, rice, grass and etc. while animal agriculture deals with raising, weaning, breeding and
fattening of staple animals such as hogs, pigs, calf, cow, sheep and lamb, etc. Hog industry belongs to
agricultural sector and the sub-sectors of agriculture to animal agriculture.

A2. Size of the industry and the growth/decline patterns

In the Philippines there are different industry sizes. However, in the hog industry, most of the
company belonging to this industry is a Large size. There are a lot of opportunities in this industry. But
only a few made it to be in top quality, because expertise is highly needed when entering this kind of
business.

A3. Products and Services under this industry

In identifying the products and services that is offer, tackling first the end-users. End-users are
called consumers. In analyzing and describing end users can be broadly categorized. The hog breeder
industry can categorize their consumer in variety of operations, these can be a food processing
company in terms of meat production in which they killed animals and removed all of the meat and
hide contents, other hog breeders who shows interest in raising hogs as a hobby, personal breeding
and/or business purposes and small businesses who used and killed mature and old pigs and to be
roasted as a food for the feast celebration. Although these are general descriptions of who will be our
end users in the hog industry.

Another way of analyzing the end consumer is by categorizing to what market they are offered
to like for example piglets are sold for fattening purposes, some are for roasted pig “Lechon” which
very popular in Cebu, fattening is also one of the categories which is distributed to supermarkets and
wet markets to be consumed by the end users. After a period of time the sow and boar cannot be use for
furrowing then they are to be dispose for processed meat and can goods. Some pigs are also meant for
breeding purposes.

The main products are the hogs and the pigs that we raise in our farmlands. Raising different
kinds of hogs for numerous purposes such as weaning, breeding lines, storages and production
purposes. In product classification, they are categorized hogs according to their breed, weight, size and
the pig to be marketed.

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 Ranges:
12kg – 20kg
25kg – 40kg
30kg – 50kg
50kg – 105kg

The different breeds of hogs and pigs in the industry are classified as shown here:
Landrace
Large White / Yorkshire
Duroc

A4. Consumer Behavior Survey and Analysis (CBSA)

There are several customer behaviors that are manifested in the industry. Some of the
customers behave in such a way that they will choose hogs by their size and body proportion.
The size for them is important because when a hog is heavier than the other. Body proportion, is
important, that is because the hog that looks good can be the best in hog industry. Some of the
customers are culture conscious especially in parts where pigs are forbidden to eat such as in
Mindanao where most of its provinces are populated by Muslims. During Lent season, many
Catholics temporarily abstain from eating any pig products as part of their tradition.

A5. Other characteristics of the industry

This industry is very competent because there is a need to step up from other
competitors. This is a company that is customer-friendly. Serve the customers at all times even
in lean seasons and in seasonal period, giving fair prices and price protection to our customers.
Being conscious with qualitative standards in a way, it could thoroughly checked hogs before
selling to customers.

B. Competitor Analysis
- Competitors in the industry

Company Years in the Number of Size of Business Location

industry Workers
Purelean Farm 39 years Appox. 500 Corporation Nation Wide
Tan Chan Farm 25 years Appox. 300 Corporation Car-Car, Cebu
Ricor Mill Farm 27 years Appox. 450 Corporation Car Car, Cebu

Green Hills 20 years Approx. 350 Corporation Nation Wide

Farm

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 - Market Strategies
Some competitor produces a market pig with high percentage of carcass yield for the
commercial producers. They assure their customers’ quality product from their well trained
staff. Investing in significant time and effort into facilitating opportunities that enable the
system to produce profitable long-term participants in the pork industry. Each of their breeding
and selection decisions is based on its customers. So customers have a big role in the industry.
They also has veterinary service to maintain and assure that the hogs are all healthy and of good
quality.

The Strategy of some is raising their own hogs and uses their hogs for their own
production of processed goods. Some may sell it by kilo after purchasing the hogs, some cooks
it as a whole and make it into a very famous dish in Cebu, the “Lechon”.

Analyzing Competitors’ Strategy and Decisions

The competitors strategy focuses on providing quality and standard services to their customers.
They invest a lot on improving their hogs through research; data’s that they gather from their respective
customers and through their veterinary staff. They make sure that the wants and need of their
consumers was met. The health of their hogs plays an important factor also. They balance profit and the
health of their hogs. Some other Hog Industry neglects the health and environment of their hogs. That
is why the quality is not that good. They only think of profit. You have to focus to other areas also
beside profit, like having to consider the needs of your raw materials, your staff, feeds of the hogs,
vaccine and other matters. That is why most companies are going well on their field because they do
not only think of profit but also think about the health of their hogs. Customers will surely be satisfied
because they are confident enough that what their selling are quality.

Analyzing Competition

There are a lot of hog raisers in Cebu Province, most of them are with the industy for more than
25 years now, and some may even reach 40 year. There are a lot of Piggery in Cebu, however, they are
only a small scale. Summing up these small scale can be a a big factor to the bigger compnies. The
Strategy of Virginia Farm is raising their own hogs and uses their hogs for their own production of can
goods. They have the famous canned good brands which are the El Rancho, Champion, Australian and
Winner. The Tanchan and RMC are disposing their fatteners to supermarket and meat shop. Small and
medium hog raisers are simply breeding their gilts and after a certain amount of maturity time can they
deliver pigs to the wet market and public markets such as Carbon Market and other public markets in
cities and towns. Aside from the local competitors in Cebu, there are several competitors outside Cebu
such as Western Visayas and some regions in Mindanao. They have to dispose and transport their hogs
to Cebu and that results will make more supply than demand. If hogs from other places or provinces
enter Cebu there will be a saturation that prices of fatteners will go down.

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C. Industry Analysis: The external environment analysis:

Political-Legal Environment

Political-legal environment is all about the study of how the government functions and works in
a state. It also studies about government rules and policies that it makes. Rules and policies change
overtime depending on the circumstances that surrounds. In doing business, there are certain rules to be
applied before receiving a business permit. In the hog industry, it is considered “legal” because it
provides food to the people through meat and food processing companies that convert raw materials
into food or ready-made packages. In hog industry, the government is concerned about the supply of
pigs, health of pigs and how the pigs are treated. It will affect our performance if pigs are infected with
diseases such as Ebola Reston Virus and Swine Flu or there is outbreak of food poisoning because
health agencies will immediately intervene and quarantine all species. Environmentalists and other
ecology agencies will intervene the industry immediately if there are over killing of hogs and other
animals that balances the nature and the ecosystem and if there are improper disposal of waste products
which will harm land, bodies of water and air that contributes to climate change and unbalanced
ecosystem.

Economic Environment

The Philippines is a third world country with a volatile and an unstable economy, most of the
people have a minimum wages of $2 - $10 a day and monthly salaries ranging from $350 - $800 per
month. The Philippine economy is not that interconnected with the world economy as it is shown that
Philippines is less affected during the economic crisis of late 2007 to early 2010. With this kind of
economy that we have, not all of the people can afford to buy food products, some of them are forced
to buy budgeted items with low to mediocre quality. Only few people in the Philippines are able to buy
premium to high-end food products. Consumer confidence in the Philippines changes but not as
compared to developed economies, it continues to remain in medium to low consumer confidence
which consumer spending is low. Hog industries in the Philippines are still in demand because people
still need food for survival. Food businesses are less affected during economic problems such as
recession but needs to cope up with inflation because this is where the demand decreases and many
people getting angry over it. The currency in the Philippines continues to devalue as it is shown in
minor adjustments of food prices in malls, restaurants and fast foods. The hog industry must consider
prices based on prices of commodities around the market and fixed costs such as health, utilities and
maintenance. Therefore, economic changes affect supply and demand of materials.

Sociocultural Environment

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 The Philippines has a usual tradition called “fiestas” celebrated in every barangays or towns in
the Philippines. There are also religious traditions and celebrations in the Philippines such as
celebrating Christmas and New Year during December to January and Sinulog in Cebu during January,
birthdays, school and corporate celebrations. The Philippines is the only Asian country to have
Christianity as their main religion. Christianity comprises the majority of Luzon and Visayas while
Islam comprises the majority in Mindanao. There are people who do not care about their culture and
tradition as long as they can eat. There are free cultures like freedom to choose what they want as long
as it helps them. Islam forbids the eating of pork or any pig materials while Catholicism temporarily
forbids the eating of pork or any pig materials during Lent season. Sinulog is Cebu is widely celebrated
through dances, parties and offering mass. Our industry is also particular of their culture and beliefs
because to preserve harmonious relationships, we must respect their culture and beliefs. We only serve
hogs to particular groups who are allowed to enjoy.

Technological Environment

Technology changes rapidly and very fast in this environment. In developed countries, new
technologies are introduced at a blink of an eye but in the Philippines, it is very slow because the
government does not have enough budget for more development of the country. The new technology in
the hog industry that needs is the bio-gas technology; they make waste into energy needed to light up
storehouses, rooms and quarters. Bio-gas in the Philippines is mainly used to cook food.

Demographics

Demographics are the field in sociology that studies population. Population is expected to
increase in the coming years as lifestyle continues to improve, but it can decrease and it can be
managed and controlled through proper education, family planning, use of contraceptives and birth
control, preventing unwanted pregnancy or teenage pregnancy among teenage women in the
Philippines although subjected to religious debate among clergies and commoners. Increased
population has several implications such as shortage of food and water supply throughout the region. In
the Philippines, the population is 95,000,000 people and it could increase to 100,000,000 + within 5
years if measures are not taken seriously like over killing of animals just for food for the people and
lack of family planning, unwanted pregnancies and uncontrolled birth.

Geography

The Philippines is located in Southeast Asia, is an archipelago and is junction in different seas
and oceans. This location is ideal for exporting products and importing products across different
countries because the neighboring countries in the Philippines are also the chief producers of food
products. This makes it easy to export and import food across the country. This analysis is useful if
your company is going global or expanding across borders. For us, we are focusing more on local areas
as the first step and our markets are local as well. We will focus on Cebu first then across Visayas
whenever possible.
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II. COMPANY PROFILE
A. Company Background

VFI began as a backyard poultry and piggery set up in Jagobiao, Mandaue City in the 1960’s as a
pastime of Doña Virginia Sy Chiongbian.  Hog carcass and dressed chicken and later choice cuts were
then rationed to the family’s shipping business as well as its residence in Cebu City.  In 1968 the
business was registered with the Securities and Exchange Commission (SEC) as Virginia Farms, Inc.

            As demand for processed products increased, a 2,215 sq. m. processing plant with canning
facilities was constructed on a two-hectare property in Tugbongan, Consolacion in 1977.  Virginia
Farms Inc., thus operated both poultry and piggery as well as processing of meat products.  In
November 1982, production and marketing of processed meats divisions were spun off to form a new
corporation, VFI FOOD, INC., later named VIRGINIA FOOD, INC.

            VFI is registered with the Securities and Exchange Commission (SEC), Bureau of Domestic
Trade (BOT) and with the Food and Drug Administration (FDA).  The Company is a member of the
Philippine Association of Meat Processors, Inc. (PAMPI) and is also recognized as an accredited
member-exporter of the Philippine Exporter Confederation, Inc. (Philexport).

            To respond to the growing needs of the market, the Company constructed in February 1990 a
Processing Plant on a seven-hectare compound in Canamucan-Cogon, Compostela which is about 26
kilometers North of Cebu City.  The new Plant started to operate in April 1992.  It is rated “AA” by the
National Meat Inspection Commission (NMIC).

            In January 2002, VIRGINIA FOOD, INC. was acquired by the Manila-based AVALON
HOLDINGS, INC. 

             VFI distributes nationwide its frozen processed meat and canned meat products.  It has its Head
Office on A.S. Fortuna Street in Mandaue City, Cebu and a branch office in Manila, interlinking its
distribution network all over the country.

B. Company Analysis – SWOC Analysis

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Strengths
- Good quality pigs that have lean meats and lesser in fats.
- Hogs are naturally bred and raised and we don’t add any artificial products and feeds.
- We have the best breeds of hogs with best outcomes.
- All of the pigs are vaccinated and they are routinely checked.
- Pricing of the hogs affordably and with good reasons as well.

Weaknesses
- It will take time and effort to let the hogs grow naturally.
- Pigs’ growth is not uniformed, some of them grow fast and some of them are slow.
- They are hard to manage and control, some of the pigs eat uncontrollably.
- Raising, breeding or growing pigs requires heavy maintenance.

Opportunities
- We’re located in a vast land and plains which makes it easy for them to spot us.
- We give importance to employees and their workforce.
- They deliver their products on time and also in bulk quantities.
- There are many sources that we can find across places.
- It is easy for us to develop connections with other people and sources.

Challenges
- Scarcity of resources may affect the way we raise hogs, it also affects pricing system.
- Economic problems will also weaken market demand.
- Pigs are susceptible to sickness due to volatile climate and weather patterns.
- Seasonal diseases and outbreaks across places may force government interventions.
- Stiff competition may affect the industry and its strategies.

C. Company’s Vision and Mission; Goals and objective

Most businesses have competition. Therefore the hog industry is no exception there are several
competition categories in hog industry. These competitors are categorized in small, medium and large
farms. Their objective is to compete with different farm sizes in the Visayas region with best breeds
that are suited with their needs. The fatteners and piglets will be segregated accordingly with improved
leanness and feed efficiencies. Enhance uniformity and meat quality and litter birth weight and size.
The objective also is to have market uniformity so that we can have better facility utilization. In the
maternal lines of their farms, female gilts are tested, evaluated and assessed according to their health
standing. So that they can produce more milk and litter more milk for the piglets. The offspring
produced are larger than birth and are heavier for meaning purposes. As hog-raisers, they are also
saving unnecessary costs in raising hogs, through certain natural substances that will make hogs grow
fast.

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 Mission: We will continually develop and offer products and services that anticipate and meet
the needs of our markets and customers;

We will endeavor to continually enhance and optimize shareholder’s value;

We will foster continuous learning and improvement to build capabilities among our people;

We will nurture mutually beneficial relationships with our suppliers, business partners and stakeholders
in joint efforts to satisfy and delight our customers;

We will act as a responsible corporate citizen and contribute our share in improving the quality of
community and work life;

We will observe sound industrial practices that promote and enhance the quality of the environment.

Vision: We are globally competitive food company providing consumer and industrial markets
with value-laden quality products and services.

D. Marketing Strategies and Programs for the company

Market Segmentation

The marketing segmentation are divided in three classes, these are the class A, B and C. In class
A whose income level is above P75,000 these are for people with huge business and those who simply
raise hogs as their secondary role or as a hobby only and other big-time hog raisers. For class B whose
income level ranges between P25,000 and P75,000.00, these are divided further for other food stores,
supermarkets and other restaurants whose main product are Lechon and other roasted pigs. It is also
intended for other medium barns that need more sows to rise. For class C market in which the income
level falls below P25,000 it is more general and it is intended for wet markets and public market in
different cities and municipalities retailing food products and other small-time hog and farm raisers. In
terms of geography our market will be mostly based in the province of Cebu and the City of Cebu will
serve as the main branch. It will be segmented according to their interest and preferences in breed
category. There are different breed categories and each of them has different preferences. Hog rising is
catered for people between 20 and above and for those who have interest.

E. Marketing Mix Decisions: The 4P’s of Hog industry operations.

1. Product Description

The main products are the hogs and the pigs that we raise in our farmlands. Raise different kinds of
hogs for numerous purposes such as weaning, breeding lines, storages and production purposes. In
product classification, They are more on extended product category because they offer tangible

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products such as pigs and hogs. They are categorized hogs according to their breed, weight, size and
the pig to be marketed.

The different breeds of hogs and pigs are classified as shown here:

 Landrace – They are characterized by wide ears covering the face, its advantages are long body to
make it look good and they can produce more piglets. Its weaknesses are weak legs and thin body
structure.
 Large White/Yorkshire – They are characterized as white color and normal size of ears that are
erecting upward. They are shorter compared to Landrace lines, its advantages are strong legs, they
took good care to their piglets and like the Landrace breeds, they can produce more piglets, its
disadvantages are thick fats in their body, they are fat compared to Landrace which are thin and
they have more fats than the meat contents.
 Duroc – These are characterized as reddish-brown in color and normal size of ears pointing
forward. Its advantages are their fast-growing characteristics, consumes less amount of food and
they have less fats compared to Large White. The disadvantages are difficult to breed; they cannot
produce more piglets and having long straight legs.

2. Distribution and Sales

CHANNEL OF DISTRIBUTION
Marketing Channel Member and Distribution management

This industry really needs other channel members in the product distribution channel;
but they primarily distribute the product by themselves. That is why their marketing channel
member is primary because they are the ones who will deliver their own live stocks to other
customers. They do it by their selves because they can monitor if their hogs are healthy during
the delivery process, it is also their responsibility to check if animals are infected with a disease
or not since they will not deliver sick animals to places where people are susceptible to the
disease. However, that does not mean that they will literally do it by their selves, they do hire
people to deliver, they also make sure that the stock delivers meets the quality standard and
customers’ expectations and quality satisfaction. There are routine check-ups conducted every
time a live stock is ready for drop-off export process. This is to ensure that hogs are flawless
from any health problems.
Their Secondary channel members are the brokers, distributors and dealers of hogs. In
this kind of channel, brokers are those that “bridges” channel between the seller and the buyer.
In this industry, brokers help us find potential buyers or “prospects” that are interested in our
hogs. Distributors or wholesalers are those who purchase products mostly from producers. They
may pick up stocks from our “farm” and sell the hogs to their customers. They should at least
purchase 25 or more heads so that it will not be a waste of energy and time delivering hogs
from one place to another. If they chose to pick up the hogs then “special pricing” will be given
because the company doesn’t need to spend additional costs for delivery and pick-up. They also

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 employ full-service wholesaling technique such as merchant wholesalers because they also
offer credit to those who are close to the company or constant buyers, offer full range of service
such as entertaining their questions and to be accommodating to them and deliver multiple
range of products such as different breeds of hogs to them.
This industry is classified as a wholesale and live stock production. They exclusively cater
weaning which is selling piglets and fattening which is selling hogs for food production and for
breeders, those who wants to start piggeries, or hog enthusiasts, they just sell it to them if we
have excess and if company doesn’t have excess, they will breed it on their own. The company
is just sell pigs by bulk and if they have more quantities, they only offer a 10% discount to
known prospects and other constant buyers.

Vertical Marketing System

This is actually a unified structure of how their production and development would look like but
it is broken down to explain the proposed production and development. It belongs to a hybrid
marketing system because hogs are targeting different market segments depending on the
production and development services that we are going to offer.

3. Pricing Programs and Strategies

What type of pricing are you employing?

Hog rising is a Cost-plus pricing because of the price differs when the demand is big or the
demand is small, it may go down and go up so our annual profit is not the same in every year. Hogs are
difficult to raise when you don’t have experience on it because when a pig is not at the maximum
weight or it is not given any proper nutrients, it will not be completely developed which it cannot be
sold and it can cause you to net loss because of increasing costs.

Selling Rate:

Breeder:
Php 90-110/KG ( BORE or SOW)

Fattening / None Breeder:

Php 70-90/KG
*stating from 4-5 Months and from 60-80kg
How does competition affect your price?

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Competition affects pricing strategy because customers are more price-conscious when it comes to
purchasing basic needs. If your competitors set a price that is low then it can attract enough customers
because they can save money but maybe they cannot meet the good quality meat whereas if they buy
from us then it cannot be expensive for a little penny but its meat is leaned with less amount of fat.
They also produce organic pigs that the pigs doesn’t eat any steroids, artificial chemicals or quick-
growing feeds that makes them grow rapidly or make them instantly fat. They may buy cheap meat
from other breeders with lots of quantities but less in weight where as if they buy from us it looks less
in quantity but it more in weight which means the meats are compact and with thin layer of fats.

As stated in our previous researches, the hog industry is at the maturity stage that is because
there are lots of hog industries in the Philippines, the demand for hogs are large in the Philippines
especially special occasions. Hog industry usually earns more sales during special occasions such as
Christmas, New Years day and Sinulog in the months of December and January respectively. If the
product is at the maturity stage then hogs are in big demand in Cebu since every household buys hogs
or pigs. Products at a maturity stage affects pricing because of the trends and demands and if the
products are in demand then the prices cannot be very low. However products at a maturity stage
fosters stiff competition that is why pricing should be lower compared to the competitors but it is still
subject to adjustment since costs are increasing overtime and currency devalues.

4. Promotions

They just need to convince the customers that their product is finely checked, raised and bred
and it is up to the customers if customers really want to buy from them. They simply cannot force
customers to buy from them. They must give them the right to decide if they really want to buy or not.
Patience is the key in determining if the customers are willing to buy or not. If they will not buy from
the company, then it’s either that he is not ready or he has some other thoughts about it. We need to
push more methods like looking for other prospects and search for alternative promotions.
To promote the business, they have decided to do posters, fliers and word of mouth. They are
using this promotion tools to minimize their budget. The budget for promotion should not exceed our
total capital cost. They usually have a printer who prints their ads at the most affordable price. This is
already enough for them to deliver the message to the public and the rest would be done through e-
mails, social networking, phone calls or personal encounter with prospects.

The costs of advertising are as follows:

 Newspaper ads – Starting price of P9,000.00 and above per page and it also depends on how much
space will it take.
 Media ads such as television, radio and audiovisual – P100,000 to P200,000 or more every second
or two, it excludes make-ups, facilities and equipments.
 Printing form of advertising – estimated between P5 – P100 for every copy printed.
 Social Networking (Facebook, Twitter and Multiply) – FREE if you use your own page.

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III. FINDINGS

a. Questionnaire:

1. Are the pigs healthy?

2. Do the pigs have less fat than lean meat?

3. Can they meet your demands?

4. Can the pigs pass your standards?

5. Are the prices reasonable?

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 Question # 1 2 3 4 5

Respondent #

1 yes no Sometimes no yes

2 Yes Yes Yes Yes No

3 Yes Sometimes no yes Yes

4 Yes Yes Yes Yes Yes

5 no no Sometimes no Yes

6 Sometimes Sometimes no Yes Yes

7 Sometimes No Sometimes yes Yes

8 Sometimes yes Sometimes No No

9 Yes Yes Yes Yes yes

10 Yes sometimes no no yes

11 No Sometimes Yes No No

12 Yes No yes yes No

13 Yes yes yes Yes Yes

14 Yes No Sometimes Yes Yes

15 No Yes Yes Yes Yes

16 Sometimes No Sometimes No No

17 Yes Sometimes Yes No No

18 Sometimes Sometimes Yes Yes Yes

19 Yes Sometimes no Yes Yes

20 Yes sometimes Sometimes Yes Yes

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In terms of the pigs health: 60% yes, 15% no and 25% sometimes.
As for the content of the pig whether it has more lean meat than fats: 30% said yes, 30% said no, and
40% sometimes.
As to whether it met the demands of the consumer: 50% said yes, 5% no, 45% sometimes.
As to meeting the standards of the consumer: 65% said yes, 35% said no.
With regards to the prices: 70% yes and 30% no.
In General, Virginia, is doing well in delivering quality hogs to their customers.

b. Interview conducted with Virginia:

1. How much are the hogs and their size range?

- Breeder:
Php 90-110/KG ( BORE or SOW)

Fattening / None Breeder:

Php 70-90/KG
*stating from 4-5 Months and from 60-80kg

2. How long has Virginia been in existence?

- We have been in the industry for over 45years now.

3. What is the type of business of Virginia?

- We are a corporation.

4. Where are the piggeries located?

- We are located at Mandaue City.

5. How does your distribution channel work?

-most of the time, we deliver the hogs ourselves.

6. What challenges do you face most?

- the sickness that hogs get like, swine flu and other illness.

7. What promotions do you do in promoting your pigs?

- We have not made too much of a promotion, maybe through word of mouth and to some posters.

8. How can you say that your pigs are different from other companies’?
-Maybe to the quality that we deliver to our next in line. The quality is our edge in other companies

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IV. CONCLUSION

Upon the completion of the study, the researchers concluded that Virginia Food Incorporated has a
competitive industry. They distribute good quality of pigs but it takes time and effort to let the hogs to
grow faster. But Virginia Food Incorporated gives a lot of opportunities to others and to their
consumers. They make sure that they deliver their products on time and also in bulk quantities. And as
the demand of the hogs increases, the company is trying their best to cope up with the consumers.

V. RECOMMENDATION

Conducting the study made the researchers recommend that Virginia Foods Inc. should maintain the
healthiness of the hogs to their consumer; it means more meat and lesser fats. They should standardize
every process made and innovate more ways on how they can make their hogs grow faster and
healthier. And when it comes to their marketing strategies, they should be more aggressive in order for
them to surpass their competitors. They should use social media sites as their medium of advertisement
since a lot of people now a days are using the internet.

VI. BIBLIOGRAPHY AND REFERENCE

 Principles of Marketing, 12th ed and 13th . Philip Kotler, Gary Armstrong, Pearson.
 Marketing Management, 5th ed to 13th ed. Philip Kotler, Kevin Lane Keller (12th to 13th ed) Pearson.
 Strategic Marketing, 8th ed. Cravens and Piercy, McGraw Hill Publications.
 Fundamentals of Selling 9th ed. Charles M. Fuller, McGraw Hill Publications.
 Purina feeds feeding system brochure, 1998 written in Filipino then translated to English
 Notes coming from ENTREP 35 about Retailing and Wholesaling.
 Websites:
-From Virginia Foods Inc., websites and addresses are obtain from Virginia Foods website and PLDT
addresses.
-These are taken from Purelean foods strategic vision but with modifications
-http://www.ibisworld.com/industry/default.aspx?indid=52
-http://www.thepigsite.com/articles/2666/philippines-livestock-and-products-2009
-http://www.thepigsite.com/swinenews/23132/2009-pork-exports-down-compared-to-2008
-http://www.pureleanfarms.com/about_main1.htm
-http://www.pureleanfarms.com/cat_main_index1.htm

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CURICULUM
VITAE

16 | P a g e
 Kevin R. Laurel
Mobile: (+63) 9339624453
Email: kevin_drifter@yahoo.com

Present City Address:

Talisay City,
Cebu, 6000
Philippines

PERSONAL INFORMATION

Date of Birth: April 12, 1993

Place of Birth: Cebu City, Philippines
Citizenship: Filipino
Civil Status: Single

EDUCATION:

June 2008 – Present Bachelor of Science in Business Administration Major in Marketing

University of San Carlos
P. del Rosario St., Cebu City

Secondary:
University of San Carlos – North Campus
Cebu City
Graduated 2010

Elementary:
University of San Carlos – North Campus
Cebu City
Graduated 2006

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 Joeven R. Lee

Mobile: (+63) 9177773876

Email: joevenlee@yahoo.com

Present City Address:

Guadalupe
Cebu City, Philippines

PERSONAL INFORMATION

Date of Birth: December 29, 1990

Place of Birth: Cebu City, Philippines
Citizenship: Filipino
Civil Status: Single

EDUCATION:

June 2008 – Present Bachelor of Science in Business Administration Major in Marketing

University of San Carlos
P. del Rosario St., Cebu City

Secondary:
Philippine Christian Gospel School
Cebu City
Graduated 2008

Elementary:
Philippine Christian Gospel School
Cebu City
Graduated 2004

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 Thea Lourne I. Mancira

Mobile: (+63) 9239121753

Email: thea_lourne@yahoo.com

Present City Address:

Basak Pardo,
Cebu, 6000
Philippines

PERSONAL INFORMATION

Date of Birth: February 11, 1994

Place of Birth: Perpetual Succour Hospital, Cebu City, Philippines
Citizenship: Filipino
Civil Status: Single

EDUCATION:

June 2010 – Present Bachelor of Science in Business Administration Major in Marketing

University of San Carlos
P. del Rosario St., Cebu City

Secondary:
St. Theresa’s College
Cebu City
Graduated 2010

Elementary:
Royal Oaks International School
Mandaue City
Graduated 2006

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 Jonard W. Uy

Mobile: (+63) 9328546017

Email: jonarduy@yahoo.com

Present City Address:

th
6 St. San Antonio Village, Apas
Cebu City, Philippines

PERSONAL INFORMATION

Date of Birth: November 8, 1992

Place of Birth: Cebu City, Philippines
Citizenship: Filipino
Civil Status: Single

EDUCATION:

June 2011 – Present Bachelor of Science in Business Administration Major in Marketing

University of San Carlos
P. del Rosario St., Cebu City

Secondary: Philippine Christian Gospel School

Junquera St., Cebu City
Cebu City
Graduated 2010

Elementary: Philippine Christian Gospel School

Junquera St., Cebu City
Cebu City
Graduated 2006

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 Marlito A. Uy

Mobile: (+63) 9433326929

Email: marlito2oo5@yahoo.com

Present City Address:

Mandaue City Cabancalan,
Cebu, 6014
Philippines
PERSONAL INFORMATION

Date of Birth: September 27, 1993

Place of Birth: Cebu City, Philippines
Citizenship: Filipino
Civil Status: Single

EDUCATION:

June 2008 – Present Bachelor of Science in Business Administration Major in Marketing

University of San Carlos
P. del Rosario St., Cebu City

Secondary:
Philippine Christian Gospel School
Cebu City
Graduated 2010

Elementary:
Philippine Christian Gospel School
Cebu City
Graduated 2006

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