Thesis, Graduate (Master in Management)--University of the Philippines Mindanao, April 2006

The Federation of ARB-Banana Based Cooperatives of Davao (commonly referred to as FEDCO), like any other organization has experienced its own share of challenges. The last three years have been particularly difficult and unless something is done- and fast, the future of the organization may be in jeopardy. This strategy planning paper was prepared precisely to provide FEDCO with a tool that will enable the organization to confront head-on the challenges presently experienced, attain a business turnaround and long-term viability, and adequately prepare to take on the challenges posed by its dynamic environment. It is based on the results of interviews of officers, members and stakeholders of the cooperative and the evaluation of the primary and secondary environmental information gathered by the researcher. It employed the Strategic Planning Model of Fred David (1991) as the basic framework of the study. The analysis of key environmental factors (internal and external) revealed that the major issues confronting FEDCO are: 1) the absence of a marketing unit to design and implement marketing strategies obviously needed as a marketing organization; 2) high level of account receivables and poor collection policy resulting in low level of internally generated funds; 3) poor sales performance and profitability which resulted in a comparatively low level of available funds for investments thus, putting at risk its growth potentials. With the aid of various evaluation models, such as TOWS, SPACE and Grand Strategy matrices this paper proposes the following broad strategies to address these issues: 1) Market penetration and development; 2) Concentrated growth; and 3) Organizational Strengthening. To execute these strategies implementation and evaluation programs were drawn using the logical framework approach. These indicate the specific goals at the functional level, the expected outputs and the detailed steps on how to achieve the stated goals and objectives. It is hope that the principles upon which this strategic plan were anchored will find meaning by way of serious application of the strategies. Faithful implementation will ensure that FEDCO will truly be on its way to becoming ?A major local exporter of choice in the industry, strongly united in providing the best service needed by its members and stakeholders.