Executive Summary

J O S E R I Z A L U N I V E R S I T Y G R A D U A T E S C H O O L | ii
TABLE OF CONTENTS
Cover Page i
Table of Contents ii
Executive Summary iii
Mission/ Vision Statement 1
General Product Description 2
Business Structure 3
Market 7
Target Market 9
Marketing Strategy 10
Competitive Advantage 13
SWOT Analysis 14
Business Strategy 16
Evaluation of Strategy 17
Process Flow and Material Balance 18
LIST OF EQUIPMENT 18
Cost and Return Analysis 19
Site requirement 20
Plant building design and features 21
Product 22
Bibliography 23
J O S E R I Z A L U N I V E R S I T Y G R A D U A T E S C H O O L | iii
EXECUTIVE SUMMARY
The province of Romblon is the “country’s marble capital”, but its sources of
livelihood primarily depend on agriculture and fisheries. The province is the largest
coconut producer in MIMAROPA with an annual average production of 223,483 tons.
From 2012-2014 (PSA Quicstat, 2017). Coconut, compared with other major crops, has
the lowest farm value per hectare despite a number of uses and industry potentials due
to low yields, mono cropping practices and underutilization of land under the coconut
trees (Dy, 2006). With the province 292,781 estimated population, as of 2015 (PSA,
2017), expectedly more Romblomanons will engage in coconut production but, to a
certain percentage population still live in poverty threshold despite improvements in the
general economic condition being 10th poorest province in 2009, and just recently 26th.
The province has 135,590 hectares land area, generally mountainous with 40% of
its land area having slopes greater than 50%, about 4% has 3% to 8% slopes and 10%
has 0 to 3% inclination (RPP, 2012). About 69% of the land area is utilized for human
settlement, agricultural lands, pasture and grassland, and other uses (RPP, 2012). In
2014, coconuts are planted to 57,641 hectares (PSA Quickstat, 2017) or about 42.5% of
the entire land area, including the marginal land. However, the emerging trends in
agricultural land use show decreasing or shifting into other purpose like human
settlement, industry or change of crop production.

J O S E R I Z A L U N I V E R S I T Y G R A D U A T E S C H O O L | iv
Virgin Coconut oil, is one of the products of Philippine coconut market chains. It is
an edible oil extracted from the kernel or meat of mature coconuts. Nowadays, consumers
are becoming more health-conscious desiring to prefer organic products.
Coconut oil is often described as the “healthiest oil on earth.” Virgin coconut oil is
known for its nice fragrance, taste, antioxidants, medium chain fatty acids (MCFA), and
vitamins, among others. VCO is known for less cholesterol content; reduces the blockage
of blood vessels, reduce excess weight, boosts the immune system, and prevents
premature aging.
The TABLAS Virgin Coconut Oil is a product that will be produced and managed
by an identified active cooperative. The funding for the production of VCO will be done
through cooperative savings and financial grants from different agencies which will cover
the start-up capital, equipment, trainings for the members and provide a financial cushion
for the first months of operation.
Production of TABLAS VCO will be the second integrated livelihood project that
will be implemented in the province through convergence approach. The project will be a
possible source for improving livelihood and incomes of the farmers working in various
coconut-based activities throughout the province of Romblon. Assessment will be
implemented to the possible cooperatives that will be awarded by the grant.

JOSE RIZAL UNIVERSITY GRADUATE SCHOOL |v
TABLAS VCO will focus on the middle and upper-income markets. These market
segments consume the majority of the products. Though the market size is miniature, the
positive response from the people is inevitable knowing the fact that the product will be
the first organic VCO that will pass the Philippines National Standard for VCO before
entering the market.
The T-VCO wants to establish a large regular customer base. This will establish a
healthy, consistent revenue base to ensure the stability of the business. The number of
tourists coming in the province is increasing each year. High visibility and a competitive
product will capture this segment of the market. The dominant target market for VCO is a
regular stream of local residents working in the private and Government sectors and a
decent number of tourist customers who come to the province.

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J O S E R I Z A L U N I V E R S I T Y G R A D U A T E S C H O O L | ii

Executive Summary iii

Mission/ Vision Statement 1

General Product Description 2

Process Flow and Material Balance 18

Cost and Return Analysis 19

Plant building design and features 21

coconut producer in MIMAROPA with an annual average production of 223,483 tons.

2017), expectedly more Romblomanons will engage in coconut production but, to a

settlement, industry or change of crop production.

are becoming more health-conscious desiring to prefer organic products.

for the first months of operation.

coconut-based activities throughout the province of Romblon. Assessment will be

implemented to the possible cooperatives that will be awarded by the grant.

entering the market.

decent number of tourist customers who come to the province.

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