John Gokongwei founded Universal Robina Corporation (URC) in 1954, starting as a trading company importing American products. Through strategic focus, leadership, and leveraging a growing Asian market, URC became a leading Philippine manufacturing company. Gokongwei believes the Philippines can compete globally by taking risks, challenging multinationals, and creating great products and strategies. His entrepreneurial traits that contributed to his success include vision, strategic focus, leadership skills, and taking advantage of market opportunities.
John Gokongwei founded Universal Robina Corporation (URC) in 1954, starting as a trading company importing American products. Through strategic focus, leadership, and leveraging a growing Asian market, URC became a leading Philippine manufacturing company. Gokongwei believes the Philippines can compete globally by taking risks, challenging multinationals, and creating great products and strategies. His entrepreneurial traits that contributed to his success include vision, strategic focus, leadership skills, and taking advantage of market opportunities.
John Gokongwei founded Universal Robina Corporation (URC) in 1954, starting as a trading company importing American products. Through strategic focus, leadership, and leveraging a growing Asian market, URC became a leading Philippine manufacturing company. Gokongwei believes the Philippines can compete globally by taking risks, challenging multinationals, and creating great products and strategies. His entrepreneurial traits that contributed to his success include vision, strategic focus, leadership skills, and taking advantage of market opportunities.
John Gokongwei founded Universal Robina Corporation (URC) in 1954, starting as a trading company importing American products. Through strategic focus, leadership, and leveraging a growing Asian market, URC became a leading Philippine manufacturing company. Gokongwei believes the Philippines can compete globally by taking risks, challenging multinationals, and creating great products and strategies. His entrepreneurial traits that contributed to his success include vision, strategic focus, leadership skills, and taking advantage of market opportunities.
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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.