The Trappist Monastic Food Products (TMFP) in Guimaras Island is a small-scale producer of various food products owned by the Superior of Our Lady of the Philippines Abbey, Inc. Brother Raphael stewards TMFP operations and has noticed that the business is operating only in the domestic market despite interest in the foreign market of Japan. Motivated by the desire to expand the Philippines Abbey’s educational program, Brother Raphael must consider how and if TMFP should explore growth into other markets and whether the risk of entry is worth the risk of equally successful products abroad. From this case, students will be challenged to examine the export readiness of TMFP and identify the factors that aid or dissuade in export readiness.
Trappist Monastic Food Products Devout Expansion for Enhanced Community Service
by: Rowena Gelvezon
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After reading and discussing the material, students should:
- Understand the pre-internationalization process and identify factors that influence its commencement
- Evaluate the export readiness of the company
- Analyze entry barriers that exist in exporting and internationalization of the company and recommend courses of action to overcome these barriers
- Evaluate market entry approaches to the Japanese market and recommend the most appropriate method.