Marketing Challenges and Strategies of Livelihood Organizations: Basis for Developing a Business Resilience Plan
Year: 2025
Type: article
Abstract: This study explores the marketing challenges and strategies of livelihood organizations engaged in food processing in Mountain Province as a basis for developing a Business Resilience Plan. Livelihood organizations, particularly micro and small enterprises (MSEs), play a crucial role in rural economic development by providing employment and strengthening local industries. However, these organizations face persistent marketing challenges such as limited market access, pricing difficulties, weak advertising, and intense competition. The study utilized the Four S’s Exercise—Self, Situation, Support, and Strategies—to assess the marketing management practices and resilience strategies of selected livelihood organizations. Findings reveal that major marketing challenges include difficulty in selling products, pricing struggles due to fluctuating production costs, limited advertising, and increased competition from commercial brands. To overcome these challenges, livelihood organizations employed various strategies such as participating in trade fairs, adopting social media marketing, seeking support from local government units (LGUs), and improving product packaging. They demonstrated sagacity by holding on to values of persistence, community collaboration, and continuous learning. Solution-seeking behavior involved consulting government agencies, attending seminars, and exploring new market channels. Based on the findings, a Business Resilience Plan was developed to guide livelihood organizations, government agencies, and stakeholders in strengthening their capacity to withstand marketing-related disruptions. The plan includes recommended actions such as capacity-building programs on marketing and financial literacy, product innovation, digital marketing adoption, and establishing strong market linkages. This study aligns with the Sustainable Development Goals (SDGs) by promoting economic resilience, poverty reduction, and sustainable community development. It serves as a valuable resource for policy formulation and capacity-building initiatives aimed at enhancing the sustainability and competitiveness of livelihood organizations in rural communities.
DOI: 10.54097/agak7637
Author: Megan Reyna Matias
Institution: University of Baguio
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411194255