Thesis (Master in Management) -- University of the Philippines Mindanao, 2023

KF Nutri-Foods International, Inc. (KF) is a manufacturing company managed by Mr. Gilbert Fernandez. Specializing in the production and export of nutritious and high-quality banana chips. KF has gained a strong foothold in the global market. The company offers a diverse range of sweetened and unsweetened banana chips in various sizes and thicknesses, catering to different consumer preferences. With a presence in over twenty countries. KF has successfully captured a significant share of the export market, particularly in Europe, Japan, China, South Korea, and other countries. However, KF faces significant challenges that impact its financial performance and competitiveness. These challenges include underutilized production capacity due to a limited supply of Cardava bananas, inefficient satellite plant operations, and a lack of product differentiation. These issues have adverse effects on production costs, net operating income, and the company’s ability to compete in the export market. Fred David’s strategic framework was utilized in formulating strategies and aligning the company’s vision and mission. To ensure a thorough analysis of the business environment, industry analysis and competitor analysis were conducted using Michael Porter’s Five Forces and Josiah Go’s modified Business Model Canvas. These analyses have provided valuable insights into banana chips industry, revealing promising opportunities such as the growing demand for healthy snacks and untapped markets in the United States and the United Kingdom. However, the company faces various limitations that hinder its ability to exploit these opportunities, including a lack of product differentiation, inadequate sales and marketing resources, absence of globally recognized certification for food safety and quality standards, outdated machinery requiring upgrades and insufficient raw materials sourcing. To address these challenges and leverage the identified opportunities, KF has proposed strategic initiatives focused on market expansion, enhancing organizational and operational capabilities, and effective cash-flow management. These strategies aim to improve product differentiation, establish dedicated sales and marketing teams. Invest in research and development, ensure compliance with global food safety standards, upgrade facilities and equipment, and explore financing options to support expansion initiatives. By implementing these strategic initiatives, KF aims to overcome its challenges, optimize its financial performance, and position itself for sustained growth in the competitive banana chips industry. The company’s commitment to delivering superior products. Combined with strategic planning and execution, will drive its success in expanding market reach, improving operational efficiency, and securing a strong competitive advantage in the global marketplace.