J. Mark Munoz
Introduction: A Foray into the Unknown
Company A is a Philippine-based manufacturer and trader of sporting goods and defense equipment. Starting from a single retail store in the 1940s, the company has grown into a national icon with over 50 stores nationwide.
While enjoying a significant market share in the industry, the company faced mounting competition. The company managed to thwart competitive attacks by constant reinvention. In the 1950s to 1970s, they focused on branding and aggressive retail expansion. In the 1980s, they started manufacturing targeted product lines to gain cost advantages and improve profitability. In the 1990s, they became one of the early movers in online trading.