John L. Gokongwei JR

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INTRODUCTION

John L. Gokongwei Jr. is one of the Philippine's most prominent Filipino-Chinese


Businessman known in the field of business industry. He had a rough childhood, he was born and
raised in Cebu and in his early age of 13 years he began his career in business. And because of his
dedication, he now owns several powerhouse company who manufactures different product which
is much known around the world. One of which is the Universal Robina Corporation (URC) which
he first constructed last 1954. It started as Amasia Trading, where it imports products from the
United States. It became a success even with just a few product. So John have an idea to have a
local multinational company. From trading, he worked his way up in the manufacturing industry.
Later on, URC has manufactured commodities, hogs and poultry products, snacks and beverages
and plastic and packaging. And now, URC is one of the top manufacturing company in the country.
This case study shall focus about the triumph of Universal Rubina Corporation under the
guidance of John Gokongwei. It will determine the factors that was part of the success of his
company and its lesson and examples for other businesses to follow. It will tackle about the history
of the company, strategies that John has formulated including his traits. The study will also discuss
about the debatable issue where the Sun Cellular has been bought by PLDT.

Guide Questions and Answers


1. Trace URC‟s success story. What are the factors that contributed to its success?
One of the factor is his leadership skills. Through his guidance and leadership,
John manages to withstand any circumstances that his company is facing. With great
guidance, he has lead his company into where they are right now. He sets objectives and
goals then directed it to his employees. John also managed each person according to what
he or she needs, what motivates them to do their best.
Second factor would be his traits, vision and mindset that he enkindled to himself
‘til the very end.
Third is his strategic focus. It is usually employed where the company knows its
segment and has products to competitively satisfy its needs. Strategic focus is where
company concentrates its resources on entering or expanding in a narrow market or
industry segment. Gokongwei with the mindset to earn success, strictly completed his goals
and later on achieved it. So he keep focused on the desired end results such as increased
sales and profits, or more satisfied customers, while constantly steering the organization
across the stormy waters of the marketplace.
2. Analyze the growing market base in Asia. How did he take advantage of it?
In all of Gokongwei’s struggles, he managed to become triumphant in his vision
to penetrate different industries. The Filipinoes that time was also struggling so he
took advantage of it and think of an idea. He formulated a strategy which is to buy
the products from abroad and then sell it at cheaper price plus good quality.
3. Based on John Gokongwei’s word of wisdom, how can the Philippines compete globally?
Gokongwei believes that we can create a name in the field of business. According
to him, to be able for the Philippines to improve and be globally competitive, they must
take risk and venture into new grounds and challenge larger multinational companies. For
us to win, we need to be prepared with great products and great strategies.
4. Are there hindrances for the Philippines’ inability to have its own global brand? Explain?
Not enough advertisements. How can a brand be known worldwide if it is not
indorsed outside of its country? The brand must be advertised so that the brand can be bought.
Filipinos are unable to channel their thirst for the better.
5. Identify Gokongwei’s entrepreneurial traits which made him successful.

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