Assignment 2 - Gokongwei & URC

1. Trace URC's success story. What are the factors that contributed to its success?
Universal Robina Corporation's success can be linked back to its founder, Mr. John
Gokongwei's perseverance, strategies, and hard work. Gokongwei created the corn milling
factory that produced glucose and cornstarch in 1954, followed by Consolidated Foods
Corporation in 1961. Then came the birth of Blend 45, the world's most popular coffee. He
isn't finished yet. Robina Farms began producing poultry items in 1963 and then moved into
hog farming products. In 1966, URC was founded, and in the same year, URC introduced
the Jack n' Jill brand. The following factors affected its success:
1. Its primary value driver, both then and now, has been innovation. It regularly introduces
new and exciting quality items and stimulates the market with creative offerings that cater to
various customers.
2. The brands were actively promoted through integrated marketing communication
campaigns.
3. It was able to adapt to digital change that necessitates a shift in strategic thinking and
leadership and the adoption of new methodologies, particularly for engaging new-age
consumers.
4. It exports and reaches out to new markets worldwide and tests its existing brands to
ensure that they remain globally competitive.
5. URC keeps and empowers its workforce by providing current training and education to
help people advance their technical and management abilities.
2. Based on John Gokongwei's word of wisdom, how can the Philippines compete
globally?
The Philippines has been known as a country that produces globally competitive
businesses. Concerning this, from the list of words of wisdom by Mr. John Gokongwei,
"Everything involves a risk. No risk, no reward." is the one that the Philippines needs to
accustom to remain competitive globally. Risk is often viewed negatively, so why does the
Philippines need to take risks to be globally competitive? It is because risks are directly
correlated to opportunities. Many business owners have taken risks to get to where they are
now. Taking risks does not imply entering a business blindly and expecting big returns. It is
the willingness to accept that undertakings might fail. When things become rough, risk-
takers are the best at turning. Because most countries want to avoid taking risks, those
willing to do so have an advantage. If the Philippines take a chance, it will set the pace and
lead with fresh ideas, offers, and innovative inventions.
3. Are there hindrances for the Philippines' inability to have its own global brand?
Explain.
Yes, primarily, the Filipinos. Building a worldwide brand is challenging since it entails
consistency and versatility. Furthermore, compelling brand identity and communication
integration from local consumers is required, but the Philippines lacks this. Filipinos are
fascinated by foreign goods because they believe they are more lasting and worthy without
considering the effects on the Philippine business economy. To have a global brand, we
Filipinos must be the first to consume and patronize our products so that when it becomes
well-known, particularly in other countries, it can serve as a springboard for our local brand
to become a global brand.
4. Identify Gokongwei's entrepreneurial traits which made him successful.
Mr. John Gokongwei is recognized as the pinnacle of trade and business achievement,
as well as a true role model for entrepreneurs all around the world. He is known for his
creativity, hard work, and passion. Every setback, mistake, and the defective thing he
encounters has a positive side, and he looks forward to learning from it. When URC first
opened its doors, John Gokongwei seized every opportunity he could, using the rising
market of his competitors to build and innovate his diverse product line. He takes decisions
with a strong sense of purpose and puts his heart into whatever he does. For him, the
success of Universal Robina Corporation is not a result but a process that continues over
time. Due to that, URC's success is still evident even decades later.
5. Are the moves of Gokongwei a strategic one, considering all of URC's acquisition
and diversification? Explain.
Yes, the Universal Robina Corporation's acquisitions and diversification were strategic
for a variety of reasons. First, diversifications and acquisitions strengthened and expanded
the company's innovation pipeline. Second, URC's acquisition of strong and international
brands brought value to the company's portfolio, provided stable cash flows, and eliminated
a roadblock to even greater financial success. Finally, because the existing market of the
business it bought had already been dragged, these tactics contributed to vertical integration
in the supply chain and extended its target audience.

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1. Trace URC's success story. What are the factors that contributed to its success?

4. Identify Gokongwei's entrepreneurial traits which made him successful.

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