CHAPTER 1

Activity 1
1. CocaCola
History of Coca-Cola Company: In 1886 an American pharmacist named John
Pemberton, was looking for a quick cure for headaches and tiredness. He mixed a
couple of ingredients, added carbonated water and took the mixture to Jacobs
Pharmacy in Atlanta, Georgia. People reacted enthusiastically so the pharmacy
decided to sell the mixture for 5 cents a glass and named it Coca-Cola. The pharmacy
sold 9 glasses in that first year. Pemberton sold the Coca-Cola Company in 1888 to a
businessman who started to promote the drink by giving pharmacists clocks, calendars
and other products with the Coca-Cola brand on it so visitors got familiar with the drink
and the company. In 1895 the drink was put into bottles so customers could enjoy
Coca-Cola everywhere. Because of many imitations, Coca-Cola was put into special
bottles in 1916, the same bottles we still use nowadays.Coca-Cola was first exported
to Cuba, Puerto Rico, France and other countries around 1917. The Coca-Cola
Company started big promotional campaigns in the 1920s: the Olympic Games in
Amsterdam in 1928, bullfighting games in Spain and so on. The six-pack was
introduced in the 1930's for at-home-consumption so Coca-Cola became a part of the
every day life.It was in the Second World War that many Europeans had their first
experience with the drink. The company had sent many so called technical officers
with the army to Europe to promote Coca-Cola. It was a big success. Coca-Cola
Germany introduced a new drink in the Second World War because of the lack of CocaCola ingredients: Fanta. The Coca-Cola Company started promoting the drink as a part
of a fun and carefree lifestyle (the American lifestyle) in the 1950s. New drinks, such
as Sprite and Fresca were introduced in the 1960s, followed by Diet Coke in 1982,
Cherry Coke in 1985, and Coca-Cola Lemon in 2001. The Coca-Cola Company sells its
nearly 400 beverage brands in over 200 countries. Well-known brands are Coca-Cola,
Fanta, Aquarius, Sprite, BonAqua, Ciel, Powerade, Minute Maid and Nestea
Strength
The best global brand in the world in terms of value ($77,839 billion)
Worlds largest market share in beverage
Strong marketing and advertising
Most extensive beverage distribution channel
Customer loyalty
Bargaining power over suppliers
Corporate social responsibility
Weaknesses
Significant focus on carbonated drinks
Undiversified product portfolio
High debt level due to acquisitions
Negative publicity
Brand failures or many brands with insignificant amount of revenues
2. IBM:
Brief History of IBM In 1911 IBM was first incorporated in New York as the
Computing-Tabulating-Recoding Company. The companys history, however, can be
traced back to 1890, when the United States was receiving waves of immigrants. To
meet the needs of measuring population the US Census Bureau sponsored a
contest to find the most efficient means of tabulating census data. The contest was
won by German immigrant and Census Bureau statistician, Herman Hollerith.
Hollerith formed the Punch Card Tabulating Machine Co. in 1896. In 1911 Holleriths

company merged with Computing Scale Co. of America and International Time
Recording Co. to form Computing-Tabulating-Recording Co. The company
manufactured and sold products ranging from commercial scales and industrial
time recorder to meat and cheese slicers, tabulators and punch cards. In the
beginning the company operated in New York City only. Within a short period of
time, however, it quickly expanded its office and plants to other parts of New York
State, Washington, DC, Ohio, Michigan and Toronto, Canada. In 1914 Thomas J.
Watson joined the company and became the president of the company within
eleven months. Under his leadership the company continued to expand its products
and services. At that time the company focused on producing large scales custom
built tabulating solutions for businesses. Within ten years Watson had expanded
the companys business operations to Europe, South America, Asia and Australia
and in 1924 the company was renamed International Business Machines
Corporation (IBM) to reflect the firms worldwide expansion. IBM refers to the
decades between 1939 and 1963 as the Era of Innovation. During this period the
companys product line expanded significantly. In 1891 IBM introduced personal
computers (PCs) for small businesses, schools and homes. For first time, IBM
collaborated with Intel and Microsoft to produce PCs. In 1985 IBM introduced local
area networks (LAN), which permitted PC users to exchange information and share
printers and files within a building or complex. IBM established a foundation for
network computing and numerous applications of PCs. In 1993 Louis V. Gerstner, Jr,
a former executive at American Express, Nabisco and McKinsey & Co., joined IBM
as CEO. Gerstner emphasized the need to provide integrated solutions for the
companys customers. He also decided to keep company, together instead of
splitting it into separate independent companies. Today IBMs strength lies in its
combined expertise in solutions, services, products and technologies.
Strength
First mover in cloud computing solutions for enterprises
Brand reputation
Diversified business
Strong competency in acquisitions
Integration of products and services
Weaknesses
Expensive service and software solutions
Focus mainly on large enterprises
5. NOKIA
Short story:
In the year 1865 Fredrik Idestam built a paper manufacturing mill in Southern
Finland and followed it up by launching a second mill in the nearby town of Nokia in 1868.
Three years later Idestam transformed his company to a share company and the Nokia
company was formed.
Nokia kept growing through the 19th century and in the 1960s the company branched out
into electronics. In the next two years it developed a host of electronic devices including
radio telephones for the army. In 1979 Nokia took its first steps into telephony by creating
Mobira Oy in a JV with Finnish TV maker Salora, and they created the Nordic Mobile

Telephone (NMT) service. This was the worlds first international cellular network and in
the 80s, Nokia launched its first car phone called the Mobira Senator.
Five years later Nokia launched the Mobira Cityman, the first mobile phone that would run
on the companys NMT network. At 800 grams and priced at $6,308, it may be heavy and
pricey by todays standards, but the device soon hit cult status when Mikhail Gorbachev
was photographed using the device.
The Glory Days: The 90s were the glory years for the Finnish company. In 1994, Nokia
launched

the

2100

with

the

now

iconic

Nokia

ringtone.

Three

years

later

it

launched Snake, one of the most widely recognized mobile games of all time. The Nokia
2100 was such a big hit that it went on to sell more than 20 million handsets worldwide,
much higher than what the company had predicted.
In 1997, Nokia also launched the Communicator, which 11 years before the first iPhone
was considered to be much ahead of its time. The device not only looked cool, but also
offered features like email, fax, calendar and a massive display.
The same year, Nokia also launched the 6110 and the 5110 two more devices, which were
way ahead of their time and competition. These devices offered a much sleeker way of
text messaging, a beautiful menu system customization options like multiple color snap-on
covers. These devices were followed by the 7110, which offered basic web functions, the
7650, with a built-in camera and the 6650, the companys first 3G enabled smartphone.
By 1998, Nokia had firmly established itself as the global leader. Where its rivals like
Apple, Sony and Siemens had failed to predict the global demand, Nokia sailed through
these years with a turnover that increased 500 percent from $ 8.9 billion to $42.8 billion.
The Down Fall: In the year 2009, Nokia posted its first quarterly loss in more than a
decade. This was largely due to HTC developing a smartphone running on the yet new
Google Android operating system. With the iPhones and various Android smartphones
taking the market by storm, Nokia failed to keep up with them. Instead of joining the horde
of Android adopters, Nokias new CEO Stephen Elop joined hands with Microsoft to develop
smartphones running on the Windows Phone platform.
Though the partnership saw the development of Nokias popular Lumia series of
smartphones, Nokia wasnt able to rekindle its glory days. On September 3, 2013, Nokia
announced that its hardware department would be acquired by Microsoft in a deal worth
$7.2 billion. After eight months, the deal was completed today and with it came the end of
an era.

STRENGTHS
Lets start with the first part of SWOT analysis of Nokia which is strengths:
The biggest strength of the company is their brand name. Many consumers often
opt for Nokia more than any other brand because of the reliability, durability, and
creativity their phones provide.
Most of Nokias highly qualified personnel have teamed up with Microsofts experts
as a part of the acquisition deal.
The phones provided by Nokia have a much higher re-sale value compared to other
mobile phone brands.
Many of Nokias products are easy to use and are usually coupled with a variety of
handy accessories.
Products offered by the company are available in all price ranges.
WEAKNESSES
The next part of SWOT analysis of Nokia is their weaknesses:
The company, though, is often criticized for poor after sales services.
Took a long time to enter the highly productive and booming smartphone market. As
a result the company lost a lot of its once huge market share.
Some of Nokias products are not affordable for middle and lower class consumers,
which often affects their searches negatively.
The Finnish mobile company has made comparatively lower profits due to drop in
sales that result from tough competition. According to statistics, the companys
profits have fallen by 7% in the second quarter of 2014.
There are slumps in the companys development with its Windows Lumia range of
smartphones because of constant competition from rivals Android and iOS.
6. McDonalds
Short Story: The business began in 1940, with a restaurant opened by brothers Richard
and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino,
California (at34.1255N 117.2946W). Their introduction of the "Speedee Service System"
in 1948 furthered the principles of the modern fast-food restaurant that the White
Castle hamburger chain had already put into practice more than two decades earlier. The
original mascot of McDonald's was a man with a chef's hat on top of a hamburger-shaped
head whose name was "Speedee". By 1967, Speedee was eventually replaced with Ronald
McDonald when the company first filed a U.S. trademark on a clown-shaped man having
puffed-out costume legs.
On May 4, 1961, McDonald's first filed for a U.S. trademark on the name "McDonald's" with
the description "Drive-In Restaurant Services", which continues to be renewed through the
end of December 2009. On September 13 that same year, the company filed a logo
trademark on an overlapping, double-arched "M" symbol. By September 6, 1962, this Msymbol was temporarily disfavored, when a trademark was filed for a single arch, shaped
over many of the early McDonald's restaurants in the early years. Although the "Golden
Arches" logo appeared in various forms, the present version as a letter "M" did not appear
until November 18, 1968, when the company applied for a U.S. trademark.

The present corporation dates its founding to the opening of a franchised restaurant
by Czech American businessman Ray Kroc in Des Plaines, Illinois on April 15, 1955, the
ninth McDonald's restaurant overall; this location was demolished in 1984 after many
remodels. Kroc later purchased the McDonald brothers' equity in the company and led its
worldwide expansion, and the company became listed on the public stock markets ten
years later. Kroc was also noted for aggressive business practices, compelling the
McDonald brothers to leave the fast-food industry. Kroc and the McDonald brothers all
feuded over control of the business, as documented in both Kroc's autobiography and in
the McDonald brothers' autobiography. The San Bernardino restaurant was demolished in
1976 (1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant
chain. This area now serves as headquarters for the Juan Pollo chain, as well as a
McDonald's and Route 66 museum.[13] With the expansion of McDonald's into many
international markets, the company has become a symbol of globalization and the spread
of the American way of life. Its prominence has also made it a frequent topic of public
debates about obesity, corporate ethics and consumer responsibility.

Strengths:
1. Largest fast food market share in the world
2. Brand recognition valued at $40 billion
3. $2 billion advertising budget
4. Locally adapted food menus
5. Partnerships with best brands
6. More than 80% of restaurants are owned by independent franchisees
7. Children targeting
Weaknesses:
1. Negative publicity
2. Unhealthy food menu
3. Mac Job and high employee turnover
4. Low differentiation
7. GOOGLE
HISTORY
Google began in 1996 as a project by Larry Page and Sergey Brin. Larry and Sergey were
both studying at Stanford University California. In their research project they came up with
a plan to make a search engine that ranked websites according to the number of other
websites that linked to that site (and ultimately came up with the Google we have today).
Before Google, search engines had ranked sites simply by the number of times the search
term searched for appeared on the webpage, and the duo set out to make a more aware
search engine. The domain google.com was registered on September 14th 1997 and

Google Corporation was formed a year later in September 1998. Google started selling
advertisements with its keyword searches in 2000, and so Google Adwords/Adsense was
born. These advertisements used a system based on the pretence that you only paid for
your advertising if some clicked on your ad link hence the term Pay Per Click (PPC) was
born. The term Page Rank was patented in September 2001 this term is actually named
after co-founder Larry Page and not, as some think, named because it is the rank of a page
(webpage).Also in 2001 co-founder Larry Page stood down as the CEO of Google and
former CEO of Novel. Eric Schmidt was appointed as the new CEO of Google. Google
moved its offices to its large Google estate (nicknamed Google Plex) in Mountain view
California in 2003, and is still based there today.In 2004, Google launched its own free
web-based email service, known as Gmail. This service was made to rival the free online
mail services supplied by Yahoo and Microsoft (hotmail). This new free email service shook
up the very foundation of free email with its enormous 1 GB of email storage which
dwarfed its rivals ten-fold.In 2004 Google launched Google Earth. Google Earth is an
amazing creation that is a map of the earth based on satellite imagery. This interactive
globe of the world allows you to type in a search for any place in the world and you will
automatically be taken to that part of the world. The cool part is that with Google Earth
you can zoom right in to street level and actually see your own street and even your
house!An interesting fact in the history of Google is that in September 2005, Google made
a new partnership with a very interesting company NASA. This involved building a 1million square foot research and development centre at NASAs Ames Research Center.
This was interestingly followed a few months later by the launch of Google Mars and
Google Moon: two Google maps style applications built on pictures of the moon and the
planet Mars. In 2006 Google launched Google Video. Google Video is a cool new search
tool. As its title suggests Google video allows you to search the internet for videos. There
are thousands of videos to make your search from; from personal homemade videos to TV
shows made by the big television corporations. In 2006 Google was added to the Oxford
English dictionary as a verb the verb to Google has become so popular that Google has
even been worried that their brand name might lose their copyright and patent
protections, and allow other companies to be able to legally use the Google brand in their
own brand. Today (Article written end of 2006) Google has a dominant controlling share of
the search market. Google is the most widely used search engine on the internet with a
54% market share. Yahoo! Is Googles closest rival with 23%, less than half of Googles
share, and MSN even falls far short of Yahoo!, lagging far behind in 3rd place with a 13%
market share. If these figures arent impressive enough for Google, independent estimates
say that more than 80% of search referrals come from Google Google receives about a
billion search requests per day and with estimates that Google makes 12 cents for every
search you perform, you can see that Google corporation is a very lucrative business! With
the many applications and products that Google has brought out, and the control it has
over the internet it is possible that Google will become a very influential part of all of our
lives in years to come.
STRENGTHS AND WEAKNESSES
Strengths
1. Open source products and services. As the company states: Googles mission
is to organize the worlds information and make it universally accessible and
useful. The same is with almost any of Google products. Let it be Google maps,
calendars, drive, OS or the advices how to rank better in a search index. Googles
products can also be used with any OS or mobile device without a charge. Google
openness is the key why Google is the number one in many products and services.

2. Quality and customer experience are the primary objects. Everything that
Google offers is of premium quality. The products are aimed at solving customer
needs and problems by providing excellent customer experience.
3. Financial situation. Google is one of the most profitable companies in the world
with earnings nearly $50 billion and $11 billion profits (22%). The company also
holds $48 billion in cash and just $7 billion of debt. Few other companies are so
strong financially to compete with Google.
4. Access to the largest group of internet users worldwide. Google has an
access to 79% of the world desktop search market users and 89% of the world
mobile search market users. Combined, these internet users represent an extremely
large market that Google can use to promote and sell its products and services.
5. Strong patents portfolio. In 2012, Google added 1,151 patents and was the 21st
business worldwide in terms of number of patents. Intellectual property is the key in
competing against competitors and Google with Motorolas acquisition gained a
strong advantage over its competitors.
6. Product integration. Nearly all Google products are integrated with each other
forming an ecosystem that enriches customers experience and encourages using
more of companys products and services. Besides, Google products can be used on
any OS or any device without a trouble or can be integrated with other companies
applications. No other major tech organization offers the same level of integration.
7. Culture of innovation. Many unique products are offered by Google every year,
with so many in development stages. According to Boston Consulting Group (BCG)
Google is the 2nd most innovative business in the world. The company was also the
second patent creator in the worle in 2012. Google emphasizes its innovative work
culture as one of its main competitive advantages.
Weaknesses
1. Relies on one source of income. More than 90% of Googles revenue comes from
online advertising. Online advertising is expected to grow in double digits in 2013
and will grow Googles income in the short term. But in the long run, Google may
experience slow income growth or even the decline due to a few reasons. First, the
market for personal computers is growing slowly and the Google experiences the
overall decline in its desktop search engine market. If Google wont push the
competition back it will lose not only the market share but the main source of its
income as well. Second, Google as many other firms, find it hard to monetize mobile
device users, who will represent the highest growing group in online advertising.
Third, online advertising growth is driven by emerging economies where an average
price for an advertisement is considerably lower than in the developed economies,
so the growth of online advertising will only grow the income of companies
insignificantly.
2. Unprofitable products. Google has many products and services that add little
value for the business and make only losses, thus decreasing firms profits.
3. Patent litigations. Google is often involved in litigations over the breached
patents and other intellectual property. These litigations are costly and time
consuming and distract the company from innovating rather than litigating.
STRATEGY
Boiling Googles strategy down to just one thing is impossible, but Internet marketers (and
search marketers in particular) ought to be thinking about where Google wants to take the
industry, because even if Google ultimately cant go where it wants, the industry will be
changed regardless. Watching Google helps us understand not only where Google is going,
but where others might go also. So, what is behind all the actions weve seen Google take
over the years?

Some of the motivations are simple. Googles revenue is based on advertising, so it needs
more and more places to show its ads to increase its revenue. So, expanding its reach
through its AdSense contextual ad network makes sense. So does its acquisition of
DoubleClick. Both of these moves allow Google to place ads on Web properties it does not
own.
Similarly, Google has been consistently acquiring properties that serve as venues for its
ads, such as Blogger and YouTube. Google has also pioneered new offerings that attract
audiences for its ads, such as Gmail.
But Googles strategy is far richer than merely adding new venues for the same kind of
ads it shows on search results pages. Google knows that the reason that its ads have
commanded premium prices (versus banner ads) is because Google ads have the
customers attention. When someone is searching for something, they are interested in
the ads, while Web surfers might not be. Google understands that the attention paid to a
message is a critical part of why it has high value to an advertiser.
So, attention is more than real estate. Showing a display ad does not ensure true customer
attention. True attention is a function of relevance.
Google already commands attention with its search ads, and seeks to create similar
relevance with other forms of advertising. The act of searching itself is based on
relevance, but Googles contribution to advertising relevance is the hybrid paid search
ranking schemethey were the first to rank search ads based on the combination of bid
price and clickthrough rate. By adding clickthrough rate to the previous high-bidder
approach, Google not only maximized its income, but also increased the relevance of
those paid search ads. Its reasonable to think that the gradual increase in clicks on paid
search ads is partially caused by the fact that they are more relevant than they once were,
and searchers have learned trust them more.

Reasons for being a global brand

1. Consumer Perception
According to the analysis in the infographic, consumers are excited about Google which
launches products more frequently by enticing consumers and building excitement with
series of beta launches before a completed product is fully launched.
This is actually a form of perpetual marketing that can be very effective. Each time Google
makes a small tweak to a product and announces a new version, there is inevitable buzz
about it online. In contrast, Apple holds its product development close to the vest and
launches with a bang. Both strategies can work, but it appears that Googles is working
better in 2014.
2. Differentiation
Google pursues a broad differentiation strategy with products that surround consumers
with Google branded experiences. As the infographic points out, Google has mobile
products, wearable products, cloud-based products, productivity tools, and even driverless
cars! On the other hand, Apple is far more focused in its brand strategy. Again, both
strategies can work, but Google is dominating today.
3. Corporate Reputation
As the infographic explains, Googles corporate culture focuses on a team of creative and
innovative people working together to organize the worlds data and launch products that
make life easier. Apple is in a state of flux. Its brand and strategy were so closely tied to
Steve Jobs in consumers minds that there is a great deal of brand confusion now.

4. Relationships
As the infographic says, Google is the master of crowdsourcing, involving users to perfect
the product. Apple works on secret labs and wants to surprise the crowd. As discussed in
#1 above, Googles strategy has gained favor with consumers over the past year, and
Apple is feeling the effects.
5. Consumer Expectations
As I always say, once you set consumer expectations for your brand, you must meet them
in every customer interaction. If you dont, consumers will become frustrated,
disappointed, and confused, and theyll turn away from your brand in search of one that
does meet their expectations in every interaction. As the infographic rightly says, With
each product launch, consumers expect Apple to redefine a category in the magnitude of
iPod/iTunes, iPhone and iPad. Anything less is mediocre.
8. TOYOTA
HISTORY
Started in 1933 with the company being a division of Toyoda Automatic Loom Works
devoted to the production of automobiles under the direction of the founder's son, Kiichiro
Toyoda.[1] Kiichiro Toyoda had traveled to Europe and the United States in 1929 to
investigate automobile production and had begun researching gasoline-powered engines
in 1930. Toyoda Automatic Loom Works was encouraged to develop automobile production
by the Japanese government, which needed domestic vehicle production, due to the war
with China.[2] In 1934, the division produced its first Type A Engine, which was used in the
first Model A1 passenger car in May 1935 and the G1 truck in August 1935. Production of
the Model AA passenger car started in 1936. Early vehicles bear a striking resemblance to
the Dodge Power Wagon and Chevrolet, with some parts actually interchanging with their
American originals.[2]
Although the Toyota Group is best known today for its cars, it is still in the textile business
and still makes automatic looms, which are now computerized, and electric sewing
machines which are available, worldwide.
STRENGTHS AND WEAKNESSES
Strengths
1.

Innovative culture. Toyota is one of the most innovative auto companies and has
a strong culture that is focused on constant innovation. The company was the first to
introduce Kaizen, Kanban and Total quality Management systems widely in their
organization. The company was the first to mass-produce and sell hybrid vehicles too.

2.

Brand reputation valued at $30 billion. Toyotas brand is the most valued
automotive brand in the world. The business is known for its environmentally friendly, safe
and durable cars that are sold in more than 170 countries.

3.

Industry leader in production and sales. Toyota was the first company to
introduce lean manufacturing and total quality management practices in manufacturing
process. For some time, the company was the only practitioner of these practices and had

the lowest manufacturing and production costs worldwide. Although many manufacturers
were able to replicate Toyotas lean manufacturing system, the company is still one of the
most profitable manufacturers in the world.
4.

Strong brand portfolio. Toyota currently sells about 70 different models of cars
under its namesake brand. This does not only increase brands awareness but also satisfies
nearly every consumer group needs. Toyotas flagship models are Corolla and Prius.

5.

The

leader

in

green

cars

development. Toyota

understands

that

environmental friendly cars are the necessity nowadays. Consumers are more selective in
terms of CO2 emissions and fuel-efficiency of the cars they buy and Toyotas early move
towards selling hybrid and efficient cars is the strength few competitors can match.
Weaknesses
1.

Large-scale recalls. Toyota had quite a few large-scale vehicle recalls over the
past few years. The business recalled 9 million vehicles in 2009-2010 and 7.43 million cars
in 2012. Such recalls does not only hurt the firm financially but significantly damages
firms brand.

2.

Weak presence in the emerging markets. Toyotas main markets are Japan, US
and Europe, while such emerging economies as China or India make only a small
percentage of all Toyotas sales. Due to poor presence in the largest automobile market
(China), Toyota will find it hard to compete with GM that has huge market share there.
STRATEGIES
The Toyota way of production was discussed throughout the world, with lots of
research being undertaken. The company's success is mainly due to the implementation of
the
following:
1.Toyota
Production
System
2.
Re-engineering
3.
Superior
Technology
&
Quality
4.
Hybrid
Vehicles
5.
Employee
Welfare
Costs
6. Employee Satisfaction
REASONS FOR BEING A TOP BRAND
"Toyota is carving out a very big position in hybrids across its range, which is tapping into
the consumer need for value by saving fuel cost," Peter Walshe, Millward Brown global
brand director, told Automotive News. "Its hybrids are reinforcing the experience of the
brand, and in so doing, Toyota continues to magnify what is special and different about it."

8.

Activity 2
1.

Trace URCs success story. What are the factors that contributed to its

success?
Behind a business success is a great leader. URC took the risk of diversifying its products
although they dont have the assurance that their products will be accepted by the public.
They made products that they know it will be easily liked by the consumers with affordable
price at right place with extensive promotion. Another factor is they are using technology
that helps their work easier and faster.
2.

Analyze the growing market base in Asia. How did Gokongwei take

advantage of it?
He offered great quality products with affordable prices to the public for he knows that
people nowadays are buying goods that they will get benefits from it and tend to buy for a
cheaper one. Another advantage he did was he made sure that the business that was
established grows faster in the world of business. Also he made innovations to the product
not only for their costumer to remain loyal to them but also to gain more buyers.
3.

Based on John Gokongweis words of wisdom, how can the Philippines

compete globally?
Philippines has 86 million people. With this number, he believes that Philippines
can create our very own global brand. One of the factors that contribute to a business
success is its manpower. The Philippines exports labor around the world. And if Filipinos
can contribute to other countries businesses, what more if they work together to build
Philippines own global brand. Filipinos must be business minded so that they can compete
globally.
4.

Are there hindrances for the Philippiness inability to have its own global

brand? Explain.
Yes. Most of the Filipinos do not patronize our own local products. They more patronize
goods that are being imported here. For the Philippines to be able to have own global
brand, first we Filipinos should be the one to buy it, to like it so that when it would be
known to many especially in the other countries, it will be the start for our own local brand
to be a global brand.
5.

Identify Gokongweis entrepreneurial traits which made him successful.

Gokongwei is optimistic. He is open for innovations. He has a heart for public and he
exercises social responsibility. He is good in strategic management. Most of all, he has a
self-determination, he would do anything for his business though there are people making
it hard for him to be successful. Though theres this one time that he lost in his business
career and it was publicized, he didnt stop to work hard. He works harder and harder. And
the result is that he became successful in business.
6.

Make a research on the acquisition of Sun Cellular by PLDT. Make your

comments.
Though the operation was only 3 years, Sun Cellular made profits for the corporation. PLDT
didnt actually fully acquired Sun Cellular but they gained the 52 % controlling interest
from where 48% is still vested to the corporation. I agreed to Gokongwei that it was
difficult for them to sold Sun Cellular but he wanted is to have a partner which is PLDT to
gain more profits than the last 3 years. The Sun Cellular service to the subscribers will
remain though it was acquired.
7.

Is Gokongweis move a strategic one, with Sun being number 3 in the

telecommunications industry?
Yes it is. Because of his move, they get benefits from the acquisition of Sun Cellular. Sun
Cellular gain more subscribers than before. It became more popular because of the
promos and good service they give to the public.

Activity 3
1. How the internet transformed the information gathering and dissemination?
The internet is great, but the fact that it can't all be peer reviewed disdains me
though.
Kids are lazy and expect to get answers easily.
Both good and bad. Theres a lot of great research and educational sites, but then
also a lot of scams, predators, thieves, etc.
Quackery has flourished.
Now, instead of gossip down the pub, it's right here in your living room.
2. Advantages of the Internet
The Internet provides opportunities galore, and can be used for a variety of things.
Some of the things that you can do via the Internet are:
E-mail: E-mail is an online correspondence system. With e-mail you can send and receive
instant electronic messages, which works like writing letters. Your messages are
delivered instantly to people anywhere in the world, unlike traditional mail that takes a
lot of time.
Access Information: The Internet is a virtual treasure trove of information. Any kind of
information on any topic under the sun is available on the Internet. The search engines
on the Internet can help you to find data on any subject that you need.
Shopping: Along with getting information on the Internet, you can also shop online. There
are many online stores and sites that can be used to look for products as well as buy
them using your credit card. You do not need to leave your house and can do all your
shopping from the convenience of your home.
Online Chat: There are many chat rooms on the web that can be accessed to meet new
people, make new friends, as well as to stay in touch with old friends.
Downloading Software: This is one of the most happening and fun things to do via the
Internet. You can download innumerable, games, music, videos, movies, and a host of
other entertainment software from the Internet, most of which are free.
Disadvantages of the Internet
There are certain cons and dangers relating to the use of Internet that can be
summarized as:
Personal Information: If you use the Internet, your personal information such as your
name, address, etc. can be accessed by other people. If you use a credit card to shop
online, then your credit card information can also be stolen which could be akin to giving
someone a blank check.
Pornography: This is a very serious issue concerning the Internet, especially when it comes
to young children. There are thousands of pornographic sites on the Internet that can be
easily found and can be a detriment to letting children use the Internet.
Spamming: This refers to sending unsolicited e-mails in bulk, which serve no purpose and
unnecessarily clog up the entire system.
3.

Technopobia (from Greek techn, "art, skill, craft"[1] and phobos,

"fear"[2]) is the fear or dislike of advanced technology or complex devices,
especiallycomputers. Technophobia may refer to two different types of conditions: fear of
technology or antagonism toward technological developments. In the first case,

technophobia can cause anxiety and discomfort when a sufferer comes into contact with
technology, such as computers. The second type of technophobe may harbor feelings of
hostility toward the changes that technology has introduced into society. The opposite
position the love of technology is referred to astechnophilia.

4. John Stewart writes that a nation needs self confidence. That is absolutely correct:
It is difficult to pinpoint when the tide of our national self-confidence turned and began
to ebb away but for many it was 22 January 1972 when we forsook Churchills open seas
in favour of the sclerotic, bureaucratic labyrinth of the European Economic Community.
I would certainly agree that 22nd January 1972 was a "day of infamy" that will go down
in history. Mr Stewart does not limit himself to our national surrender to the EUSSR but
rightly condemns the technophobes:
I believe our future energy requirements can only be met by nuclear generation and our
food requirements by genetically modified crops and livestock; no other rational course
offers itself.
5.

Yes , technophobes continue offering ever more dire scenarios for how our
innovation will be the end of us all, much like how an overprotective mother refuses to
let her kids go out and play because shes obsessed with hyperventilating over every
bad thing that has any possible chance of happening to her children, no matter how
small that chance is. They feel ignored and very alienated in a world that mindlessly
praises technology. Yes, it is true that there are technophilic utopians out there
who earnestly believe that immortality through AI is just around the corner, and proclaim
that internet access should be considered as essential as shelter in the developing world,
but to say that they represent the majority of the worlds thinking on the subject is
wrong to say the least. Humans survived for as long as they have and built civilizations
by creatively solving problems with technology. In the absence of natural weapons and
immense strength, thats all we really have and weve used this technology to both heal
each other and wage war on each other, to connect with each other and spy on each
other, to cooperate with each other and compete with each other.

CHAPTER 2