INDUSTRY ANALYSIS OF COCONUT BUSINESSES IN THE PHILIPPINES

Abstract The Philippines ranks second in terms of coconut production worldwide (DA,2022). The coconut Industry produced coconut goods make up around a quarter of all Philippine farmland and are one of the main sources of foreign currency income. It is called the "tree of life." Coconut farming provides a livelihood for approximately one-third of the population (FFTC,2019). However, the coconut farmers are among the poorest of the poor, and as a result, the growth of the sector as a whole is being slowed down by their meager resources, weak social protection, meager income, and limited network impact (Batugal,2015). These factors prevented the farmers from engaging in coconut growing. This study aims to assess the Coconut industry’s profitability and competitiveness. Quantitative and qualitative with the application strategic management tool were utilized in this study. In order to assess the product's competitiveness, profitability, and uniqueness, SWOT, PESTEL, PORTER’S MODEL, FINANCIAL ANALYSIS, EFE, and IFE matrices were employed. Findings revealed that coconut businesses were profitable and viable. However, it was found out that farmers were discouraged from continuing their venture into coconut growing because of the very low price of the copra. As a result, coconut output has decreased for decades. The current supply chain has to be improved because there are insufficient facilities to turn raw materials into things like cosmetics and medicines. It is highly recommended that there must be an urgent need for active market development and commercialization strategy of the technology to deliver better-value products for export.. Keywords: Coconut, Strategies, Opportunities, Pestel, SWOT, Porter’s model.