CASE STUDY:

LAMOIYAN
CORPORATION
.
 I.
SYNOPSIS/ EXCUTIVE
SUMMARY
 Lamoiyan Corporation is a leading private
manufacturing company of consumer products
in the Philippines. It is the pioneer in local
toothpaste production, introducing Hapee in
1988 as the first ever 100% Filipino toothpaste
brand. The company has since expanded to
include other notable brands - Hapee Kiddie,
Gumtect, Dazz Dishwashing, Licealiz Shampoo.
 BACKGROUND
I.1.
OF THE STUDY
 The Lamoiyan Corporation did not start as a toothpaste
manufacturer, rather as a supplier of aluminium collapsible toothpaste
tubes to toothpaste manufacturers. In 1970s, Dr. Pedro’s Aluminum
Containers, Inc. enjoyed profit growth due to the increasing demand from
the country’s leading toothpaste manufacturers, Colgate-Palmolive,
Procter and Gamble and Philippine Refining Company (PRC) now
Unilever.
However, in 1985, these companies began using laminated tubes and
left Dr. Pedro’s Aluminum Containers Inc., but instead of closing his
factory, throwing into waste the entire leftover toothpaste container and
having 200 people employed in his company go unemployed, he decided to
make his own toothpaste and place it his aluminum containers. Two years
later, he reopened his factory as Lamoiyan Corporation, now known as the
manufacturer of toothpaste brands‟ Hapee and Kutitap.
 In 1988, reluctant to dispose of the factory's equipment. Dr. Pedro decides to
reopen his factory as Lamoiyan Corporation, the first Filipino company to penetrate
the toothpaste industry. With only less than 20 Corporation, the first Filipino
company to penetrate the toothpaste industry. With only less than 20 employees, the
company produces world-class brands Hapee and Kutitap at affordable prices.
Hapee toothpaste, the toothpaste brand of Lamoiyan Corporation, sponsors the
1988 Philippine Olympic
Delegation. Lamoiyan Corporation is recognized as the official toothpaste of the
Olympics to Seoul, South Korea.
In 1990’s, Lamoiyan Corporation gains respect of consumers to garner several
awards such as Most Outstanding Toothpaste Manufacturer (1990, 1993, 1995, 1996,
1997, and 2002), TOYM for Business Leadership (1991), Company of the Year by
Agora Awards (1992), Apolinario Mabini Award for Employer of the Year (1993),
and Most Outstanding Program for Equal Employment (1993).
 In 2004, the company decides to expand its business
to neighboring countries such as China, Vietnam, and
Indonesia.
In 2008, Lamoiyan Corporation celebrates its 20th
Anniversary with the theme “Partnership, Passion, and
Prayer”.
In 2012, Hapee toothpaste exports to the Middle
East, Papua New Guinea, Russia, and Hongkong. It
looks forward to “bigger and greater heights” as it
celebrates its 25th Anniversary.
 I.2.
PURPOSE OF THE
STUDY
 The purpose of this case study is to examine the challenges and issues
confronting the Lamoiyan Corporation. We, as students, worked together with the
purpose of learning something from it, and we also made a few of suggestions for
how to deal with the problem. Additionally, it is critical for us to elaborate on such
significant issues in order to study every detail, comprehend the process, and
enumerate measures taken. Because this is a common occurrence for a corporation,
it made an excellent chance for us to describe how these problems manifest
themselves and how Operations Research is used to resolve them. We gathered
material from credible resources and enumerated it as our reference in order to
ensure that the material stated was accurate. With the assistance of this, we were
able to work swiftly and focus entirely on the case study. The study's other major
goal is for us to keep an eye on how problems are being addressed in the company.
Because every firm handles difficulties in its unique way, we must observe the way
difficulties are handled in the organization.
II. FINDINGS
 The Lamoiyan Corporation is focused on a current managerial and
strategic problem that the company is facing, which must be solved
tactfully to enable progression and retain a competitive position.

The case solution for the Lamoiyan Corp of the Philippines is first,
identifies the central issue that is elaborated on throughout the case. The
case solution then analyses the case through relevant strategic models and
tools including the SWOT Analysis, Porter Five Forces Analysis, PESTEL
Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis,
Ansoff Matrix analysis, and the Marketing Mix analysis.
Problem identification
• The problem mostly holds implications for managerial and strategic directions of the
company.
• Staying competitive in comparison with established multinational giants.
EXTERNAL ENVIRONMENT ANALYSIS
• Managing technology and the future for Lamoiyan Corporation
• Environmental sustainability and business growth
• Environmental sustainability and improved consumer relations
• Social patterns make companies more consumer-centric
The external environment analysis is needed for the Lamoiyan Corporation to ensure that it
reacts to the macro-environment actively and proactively. For the Lamoiyan Corporation of
the Philippines Challenging Multinational Giants Case, the macro environment or external
environment involves certain factors that are beyond the control of the market or the
organization directly.
• The Lamoiyan Corp of the Philippines Challenging Multinational Giants
cannot influence these factors in its favour, and in contrast, these factors
directly affect the operations and workings of the company.
• As a result, Lamoiyan Corporation must make sure to continually assess and
review the external environment to make sure that it responds to external
factors, and take them into account, during strategic decisions, and strategy
devising. Businesses like Lamoiyan Corporation make use of strategic model
tools continually to make sure that they are aware of the external environment.
• These include tools like the pestle analysis and Porter’s five force model, as well
as strategic group analysis and pentagonal analysis, to name a few. The external
analysis for the Lamoiyan Corporation will assess and will apply the strategic
models and tools to review the business environment for the company.
III. DISCUSSION
 The primary problem in this case is
that the company is unable to compete on
a local level while providing the lowest
prices and collaborating with
multinational corporations.
 IV.
CONCLUSION
 Based from our research Lamoiyan Corporation, unlike other
top competing companies in the market they are still behind
Colgate and Close-up. Despite the fact that they sell "Hapee" at a
lower price point than competitors. However, the organization has
increased its market share with the assistance of multinational
corporations. As a result, manufacturers' bargaining power is
enhanced. We therefore conclude that Lamoiyan Corporation is
doing well by creating new products and expanding its foreign
partnerships, which has aided them in securing the third position
among the market's top companies.
 V.
RECOMMENDATION
• They should extend their product line to lower income families in the
oral care industry through introducing new low-priced products such
as mouthwash, dental flosses, toothbrushes, etc.
• Explore more niche markets such as people who have braces or
retainers and offer them a formulated product designed specifically
for their needs
• Lamoiyan Corporation should consider improving Happee’s brand
image as the affordable toothpaste brand, maybe possibly marketed as
a toothpaste product for the masang Pilipino, and to children and their
other niche markets by increasing the brand’s visibility in the media
that is most accessible to them.
 IMPLEMENTATIO
VI.
N
Lamoiyan Corp of the Philippines Challenging Multinational Giants and strategic
group formation:
• The strategic group analysis will look at an industry’s players' situations in
focused conditions and scenarios.
• It will assess different players competing with Lamoiyan Corp of the Philippines
Challenging Multinational Giants through the basic strategic factors that will
decide an organization's profitability, similar to how the profitability will also be
impacted and influenced by the competitive nature of the industry.
• The strategic group analysis will describe the procedures of every single
noteworthy competitor of Lamoiyan Corp of the Philippines Challenging
Multinational Giants along different strategic dimensions.
• These dimensions of comparison differentiate players into strategic groupings
and must be selected as the basis of comparison by taking into account industry
structure, productivity factors, and the venture issues being tended to.
The strategic group planning will help Lamoiyan Corp of the Philippines to challenge
multinational giants. For Lamoiyan Corp of the Philippines Challenging Multinational Giants,
strategic group analysis is important because it will:
1. Strategic industry dynamics
1.1 Help in reviewing the strategic dynamics and shifts in the industry
1.2 Identify the closest competition and competing players for the business; help in assessing
the strategic direction of these competing players; and lastly, aid in developing strategies to stay
ahead of the competition.
2. Assessment of market position
2.1 The strategic group analysis is also important for Lamoiyan Corp of the Philippines
Challenging Multinational Giants because it will assist in analysing the current market position
of players, as well as help in assessing future strategic moves and directions of the competition in
the market.
2.2 Assists in evaluating and identifying different underlying factors that will influence the
company’s profitability.
2.3 Makes use of standard comparison aspects between different players in an industry to
group them as per strategic directions as well as strategic dimensions.
3. Identification of barriers to entry in an industry
3.1 Different strategic dimensions along the matrix
of strategic groupings are often characterized by
barriers to entry and exit along the strategic groups’
dimensions, as well as by mobility barriers.
3.2 These barriers make it difficult for companies to
move along, and in between different strategic
dimensions – often forcing it to stay in place with the
same competition.
VII. REFERENCES
https://kupdf.net/download/lamoiyan-corporation_5bf17076e2b6f5b05c20c664_pdf
https://www.jobstreet.com.ph/en/companies/508073-lamoiyan-
corporation#:~:text=Lamoiyan%20Corporation%20is%20a%20leading,ever
%20100%25%20Filipino%20toothpaste%20brand.
https://www.essay48.com/case/16554-Lamoiyan-Corp-of-the-Philippines-Challenging-
Multinational-Giants-Case-Solution
https://prezi.com/pmkdhkoudofy/lamoiyan-corporation-of-the-philippineschallenging-mult
inational-giants-a-case-analysis/
https://www.essay48.com/case/16554-Lamoiyan-Corp-of-the-Philippines-Challenging-
Multinational-Giants-Case-Solution?
fbclid=IwAR0R2LdmzjID5ECgswHdJ3PVPJtXGgUbN5-66j9LTi09vmu-gpUxpBE7DMI
https://www.scribd.com/doc/302585279/Lamoiyan-Corporation-of-the-Philippines-
Challenging-Multinational-Giants