Interview Guide

I. Interviewee: Acquiring Party (Martucha)

a. Name
b. Designation:
c. Contact details:
d. Length of stay in Martucha:

II. Interview Proper

a. Background of interviewee
i. Please briefly discuss your background and your work experience at
Martucha.
Production manger- more or less 5 years, martucha 30 years then promoted
several times
b. Production
i. Please provide a brief discussion of Martucha’s production
a. Please describe the production process of Martucha’s tomato sauce.
Supply of tomatoe, source from local farmers (sourcing: contract with local farmers on how many
and tomatoes that martucha that we would want, price, plant even without a contract
b. Please discuss briefly how has the company recently been performing
in the last year? (e.g., Sanfor’s level of production, cost of
production, production capacity, sales and total earnings, expansion,
exportation, etc.)
Volume: 700000 liters in the past year; performing okay
c. How has Martucha performed relative to other manufacturers of
tomato sauce in Southern Panaga?
Generally, neck-in-neck. Candaro and safari – toughtest competitors
a. Do you adjust prices of your products in response to price
adjustments by your competitors?
b. How often do you implement price changes? Please cite
reasons of price changes.
Two instances: in 1999, 2000 price changes
c. Are your products cheaper compare to prices offered by
competitors? Why or why not?
c. Marketing
i. Domestic market
a. Do you know how much tomato sauce is required to meet the
monthly demand of people of Southern Panagra?
b. How much tomato sauce are sold in Southern Panaga? In terms of
volume? Daily? Monthly?
c. Where do you supply Sanfor’s tomato sauce? (e.g. supermarket, in
the market? Would you say that you are in direct competition with
any of them?
d. What are the current prices of Sanfor’s tomato sauce sold in the
market?
e. Can you please identify other competitors of Sanfor’s tomato sauce
in the market?
f. How has Sanfor performed relative to other manufacturers of tomato
sauce in Southern Panaga?
a. Do you adjust prices of your products in response to price
adjustments by your competitors?
b. How often do you implement price changes? Please cite
reasons of price changes.
 c. Are your products cheaper compare to prices offered by
competitors? Why or why not?
ii. Export market
a. Do you export your tomato sauce?
Yes, pursuing export opportunities, pretty strong consumer base abroad, sell 20% to
b. Can you please describe to us Martucha’s tomato sauce is exported?
How is selling price determined? How are sales volume determined?
c. Do you plan to expand your operations and increase your exports?
No expansion plans in mind yet;
iii. In a given month, on average, what is the share of Martucha’s tomato sauce
in the following:
a. local market in Southern Panagra
b. local market in Northern Panagra
c. export market
d. percentage of local consumption vs export

iv. SNIPP Test

a. Is there a substitute for tomato sauce?
b. Assuming one kilogram of tomato sauce ranges from PhP 68 to PhP
80, would a 5% increase in price, say, from PhP 80 to Php 84, still be
profitable? A 10% increase?

d. Post-Merger operations
i. Can you please briefly discuss how the proposed transaction will affect
Martucha’s and Sanfor’s operations in terms of
a. management
b. production
no effects, acquisition will not change a lot, status quo

woukd u know if your competitiors have the same production processes and output, yes, basically
the same ouputs just varying in price, packaging, marketing

sanfaro and candaro – same production processes—we were all part of the privatization program of
the State

not for cando and other snall prodcues

c. marketing