Diez-Stephen-John-Critique 1

DIEZ, STEPHEN JOHN Q.
MAR 184
A Critical Review of Edilyn Vitug-Lansangan (2016), Green Fields Coco Products: Seeking a
Sustainable Future
Using Engr. Ernesto Custodio’s business situation, Edilyn Vitug-Lansangan conducted a
study to ascertain an appropriate marketing strategy for Green Fields Coco Products to attain
sustainable future in the market, as well as to determine the root cause of declining sales of such
business firm. The study seeks strategies, marketing that can help the Green Fields Coco
Products innovate, manage their product, distribution and sustainability of products in the market
for the coming years. It aims to provide the company some facts or basis improving its marketing
strategy and over-all company processes and policies to sustain the fabrication of its said product
offering. The study reveals that Green Fields Coco Products has inadequacies when it comes to
its organizational management holding limited manpower, operations due to remoteness of
production and marketing strategy, specifically promotion and place of distribution. However, it
still has potential in the market.
Green Fields Coco Products’ sales failed in two consecutive years because of the
following: disorganized organizational management, poor marketing strategy and plan, and
incompetent distribution. Limited employees to work in such kind of business are insufficient to
sustain roles to expand the business, it requires to have strategic planning, to recognize the
priorities and determine the main actions necessary to realize the mission and objectives of the
organization, aiding towards dynamic business environment. (Athapathathu, H.K.S, 2016).

Target market must be well-identified and see how to expand and reach more consumers,
identify competitors, and invest in advertisement. Through online advertisement, products and
services offered will no longer be limited to trade fairs, pasalubong centers and local government
unit. In terms of distribution, high expenses due to location could be diminished by looking for a
new production site in Bulacan and this will open an opportunity to its market and a SWOT
analysis will be a good help. To the extent this research is exploratory for the said company to
manage their past performance for them to be aware of.
In summary, this research is undeniably conclusive and helpful for the company. But
there are some emphasis needed for better understanding. The research will be more effective if
the study enlightened the possibility of positive exporting of company’s goods internationally
especially to countries with low agricultural capabilities highlighting products/services ability to
reduce risk – simply its benefits. Green Field Coco Products instills to consumers the importance
of grasping sustainability by living it. Products are naturally made, thus beneficial and new to
some. To improve, its newness must be exposed through various kinds of advertisement and
directly reaching consumers. By doing so, the performance of the company will be known and
exist. Also, the necessity of getting the job done for this kind of business will help Engr.
Custodio to penetrate different market and opportunities to boost sales and sustain the production
chain. Despite some deficiencies in approach and effective strategies, to the extent that this
research is exploratory, trying to investigate an emerging issue, the study has provided some
comprehensions regarding sustainability of business in market and sales.

REFERENCE:
o Ansoff, H. I., Kipley, D., Lewis, A. O., Helm-Stevens, R., & Ansoff, R. (2018).
Implanting strategic management. Springer.
o Vitug-Lansangan, E. (2016), Green Fields Coco Products: Seeking a Sustainable Future
o Athapathathu, H.K.S, (2016) An Overview of Strategic Management: An Analysis of the
Concepts and the Importance of Strategic Management
o Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
o Hollensen, S. (2019). Marketing management: A relationship approach. Pearson
Education.
o Samiee, S., & Chirapanda, S. (2019). International marketing strategy in emerging-
market exporting firms. Journal of International Marketing, 27(1), 20-37.

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DIEZ, STEPHEN JOHN Q.

Using Engr. Ernesto Custodio’s business situation, Edilyn Vitug-Lansangan conducted a

its organizational management holding limited manpower, operations due to remoteness of

still has potential in the market.

organization, aiding towards dynamic business environment. (Athapathathu, H.K.S, 2016).

manage their past performance for them to be aware of.

especially to countries with low agricultural capabilities highlighting products/services ability to

comprehensions regarding sustainability of business in market and sales.

Implanting strategic management. Springer.

o Vitug-Lansangan, E. (2016), Green Fields Coco Products: Seeking a Sustainable Future

o Athapathathu, H.K.S, (2016) An Overview of Strategic Management: An Analysis of the

Concepts and the Importance of Strategic Management

o Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online

marketing. Kogan Page Publishers.

o Hollensen, S. (2019). Marketing management: A relationship approach. Pearson

o Samiee, S., & Chirapanda, S. (2019). International marketing strategy in emerging-

market exporting firms. Journal of International Marketing, 27(1), 20-37.

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