Publications
Publications
- July 2003 (Revised August 2003)
- HBS Case Collection
Lamoiyan Corporation of the Philippines: Challenging Multinational Giants
Abstract
A local Philippine toothpaste manufacturer, Lamoiyan Corp., faces the challenge of staying competitive against entrenched multinational giants. The company has managed to capture, at its peak, 20% of the Philippine toothpaste market and has become the number three Philippine toothpaste producer, after Colgate-Palmolive and Unilever. However, as competition will soon intensify in the region as a result of decreasing trade barriers, Cecilio Petro, president of Lamoiyan Corp., needs to decide how to grow his company and keep it competitive. Going public, expanding channel penetration, developing new products, and expanding internationally are all strategies Pedro considers, but each move is costly and time consuming. Pedro, an optimistic, dedicated entrepreneur, must assess the best way to ensure Lamoiyan's future success.
Keywords
Multinational Firms and Management; Competitive Strategy; Emerging Markets; Entrepreneurship; Consumer Products Industry; Philippines
Citation
Coughlan, Peter J., and Jenny Illes. "Lamoiyan Corporation of the Philippines: Challenging Multinational Giants." Harvard Business School Case 704-405, July 2003. (Revised August 2003.)