Global Business Plan 1

Developing a Global Business Plan:

Philippines

Kimberly Bynum
Rowel Famy
Phil Winney

International Business 550, Evening MBA
Professor Sepheri
December 11, 2002

Global Business Plan 2

Identifying Global Business Opportunities

“Water is a precious commodity without which life as we know cannot exist. National Geographic research indicates that although two thirds of the earth’s surface is covered with water, only 5% of this two thirds is safe for domestic consumption.” (www.aquatreatment.com/deep.html). This research paper examines the market for an in-home water purification system in the Philippines. Our product is the Aquasmart Double Filter Under Sink Water Purification System, which is designed for home or office use, to provide clean drinking water at a lower cost than bottled water. Our initial target market will be the growing urban middle class of Filipinos. A majority of the Filipino population live in rural regions, and are involved in the agricultural economy. However, urban centers are growing quickly as the Philippines gradually shift from an agriculturally-based economy to an urban-based modern industrial economy. Urban residence currently accounts for 45% of the Philippine population, but as migration patterns continue to favor urban centers, urban growth will continue to outpace that of the total population. Metro Manila is the economic center of the Philippines and offers the greatest potential for most imports. Manila accounts for 70% of the national consumer base-- a demographic which ensures the greatest concentration of supermarkets and department stores. There is a growing middle and upper income