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Apo ni Lola Durian Delicacies (ANLDD) is a small-medium enterprise that is primarily engaged in manufacturing of durian candies and other fruit flavored confectioneries. For over a decade in the business, it is known for its tasty and creamy candies. Product innovation as its current strategy facilitated enterprise growth. However, along this growth are many issues that the company is facing such as stiff rivalry and competition, product shelf-life and presentation, organizational orientation, and weak financial management practice. Using the strategic management framework of Fred David (2011), this paper generally aims to create a strategic plan for ANLDD that shall enhance productivity, efficiency, and competitiveness towards enterprise upgrade. The analysis utilized both primarily and secondary data through exploratory research under case study approach. Strategic management tools were also used in choosing the appropriate strategies. Based on the results, concentrated growth is chosen to be the best strategy for ANLDD. This involves focusing on increasing market share and dominance by increasing the rate of use of the products. This can be achieved by new selling and promotional activities to attract competitor's customers, new customers, and non-users. Taking advantage on product quality also strengthens market presence and increases market penetration. Concentrated growth strategy fits best given the strong internal position of the company and its aggressive market positioning. It is through this strategy that ANLDD can respond well to the many opportunities especially tourism growth, and can counter the constraints brought by high threat of competition. With concentrated growth, productivity is enhanced, efficiency and competitiveness is attained, and enterprise upgrade is achieved.