Thesis (Master in Management) -- University of the Philippines Mindanao, July 2021

Shechem Marketing is a family-owned business located in Davao City. In 2016, the company ventured into processing fresh fruits juices and acquired its License to Operate (LTO) from the Food and Drug Authority to ensure that its product is safe for human consumption. It started to offer its fruit juices in nearby school canteens to take advantage of the government's promotion of healthy menu choices in school canteens. However, in 2020, due to COVID-19 pandemic, face-to-face classes are prohibited. Due to this, the entity started to have its distributed system and produced fruit juice in gallons to augment its loss in the start of pandemic. With this distribution system, the entity has significantly increased its sales compared to the previous years. As a result of pivoting during the pandemic, business operations of the company have encountered several key strategic issues and problems which affected its ability to optimize growth potential of the business. Adapted conceptual framework of Fred David was used to formulate strategies, assess the company's objectives and implementation and control of these strategies. In the analysis of the environment, industry analysis using the Political, Economic, Social, Technological and Environmental (PESTE) approach and a competitor analysis with the Porter's Five Forces of competition was used as the main tool of analysis and Business Model Canvas (BMC) as improved by Josiah Go was utilized to assess the internal environment of the company. The use of the BMC also achieved the desired long-term objectives which will eventuality lead to the realization of its vision and mission. In the Strategy Evaluation stage, the Key Results will be employed as the evaluation tool. The suggested strategies are resource improvement, product development, management formalization, manpower development, market penetration and capital investments. These strategies will enable the company to reach its long-term objectives and realized it mission and vision. Evaluation of strategies will be conducted periodically so that the implemented strategies may be modified, corrected or replaced when necessary.