Professional Documents
Culture Documents
A CASE STUDY1/
INTRODUCTION
cactus family (Cactaceae), which originated from Mexico and Northern South America.
The potential of Dragon fruit is bright because it commands a very high price in
the local market. No wonder that, it is now dubbed as the new money crop – truly, a high
aspects of any enterprise. All among of company’s goals and objectives normally
one or two individuals per hectare. For they have a monthly schedule for watering,
The REFMAD V- Enterprise is one of the pioneers in the Dragon fruit industry in
the Philippines with 20 hectares’ farm located in the province of Ilocos Norte. This was
started by the Dacuycuy family. And with plantations expanding in various areas in
Luzon, Visayas and Mindanao through other growers of Dragon fruit, their propagation
________________________________________
1/Undergraduate case study presented in partial fulfillment with the degree Bachelor of Science in
Agribusiness, Central Luzon State University, Science City of Muñoz, Nueva Ecija. BSAB Contribution No.
01-SY 2018- 2019. Prepared by Dessa Mae L. Angeles of the Department of Agri-Management under the
supervision of Mr. Clodualdo V. Velasco.
Company’s Background
husband, started the Dragon Fruit Farm in backyard scale with only 25 saplings, which
cultivated, and sold as ornamental plants. She decided to expand her backyard farm in
2006, utilizing its 5-hectare farm at Barangay Paayas, Burgos, Ilocos Norte, which was
registered as the first Dragon Fruit Plantation in Region I, and named as Rare Eagle
Moreover, the Department of Trade and Industry (DTI) had designated Dragon
Tourism had included REFMAD-V farm as part of its itinerary for local and foreign
tourists.
The farm occupies a total land area of 20 hectares of which 13 hectares were
planted with Dragon fruit, five hectares for the construction of buildings, facilities and
other amenities, and two hectares remained idle, and utilized for road networks.
Meanwhile, the total production of the farm has reached minimum of 22, 578 posts of
The Dragon fruit plantation housed a resort, restaurant, and fish farm, which
attracted tourists. There were also home –stay facilities called Cabanas for visitors who
wanted to watch the flowers of the vine bloom, and glow in the dark, while taking in the
aromatic scent that enveloped the farm. The farm has bakeshop, winery, ice cream room,
To date, the farm serves as a show window for Dragon fruit industry in the North
fruit-based recipes, and processed products, such as wine, tea, coffee, vinegar, ice cream,
Vision
Mission
To inspire and uplift the living conditions of small farmers-by becoming a show
The site of the farm is located at Brgy. Paayas, Burgos, Ilocos Norte. It is barely
1500 meters away from the main highway of Burgos, and 55 kilometers away from
The estimated land area of REFMAD farm is 200,000 sq m. intended for Dragon
fruit production, nursery area, fish pond, facilities, buildings, and other farm inputs
(Exhibit 2).
ORGANIZATION ASPECT
effectively using or controlling its assets and resources (Leonard, 2018). It gives a sense
of direction to the employees. The individuals are aware of their roles and
(https://www.managementstudyguide.com, 2018).
Organizational Structure
directed in order to achieve the goals of an organization. These activities can include
rules, roles, and responsibilities. It also determines how information flows between levels
However, performing too many activities at one time can cause stress levels, and
can lead to absences, and disability claims at work. Anxiety associated with multi-
tasking, and mismatched job description in the workplace can reduce productivity, and
has negatively impact to REFMAD profits, especially they only have few employees.
REFMAD adopts a line organizational structure, wherein the decisions are carried
out from top to bottom. It is headed by the Owner/Manager. Under the Owner/Manager
are the Administration/Finance, Company Doctor, and Operation-in charge that assists
her. The House head reports to the Admin and under the House head are the
Maintenance/Utility, Baker, and the On-call farm workers. While, Wine processors,
Driver/Utility, Housekeeper, and Farm head are under the supervision of the Operation-
in-charge. Below the Farm head are the four farm staff (Exhibit 3).
Salaries and Fringe Benefits
The employees of REFMAD V- Enterprise receive their salaries every 30th day of
the month. Some farm laborers received Php 200.00 per day that is under the daily
minimum wage rates in Ilocos Region, which Php 252.00. The laborers monthly salary
ranges from Php 4,000.00 or depends upon the overtime or overload pay of the
employees. No additional income is received by the farm laborers despite of the increase
But, Fringe benefits are given to the employees as mandated by the Department of
Labor and Employment (DOLE). These include Social Security System (SSS), and
PhilHealth. The farm does not have PAG-IBIG, 13th month pay, and other bonuses or
incentives at work.
1. Owner/Manager
Edita A. Dacuycuy is the owner of the farm. She has been managing the farm for
13 years. She is responsible in the overall operation/production, and supervises the lower
employees. She also promotes the product of the company by attending trade fairs, and
seminars to find more clients and cooperators. She even does consultation to the clients,
2. Administration/Finance
Madeline Long-Gat is in-charge for transferring, and computing the sales in the
ledger. She also checks the number of attendance of each worker to calculate their
workload salaries every month. She processes, and cleans the store, while attends in the
3. Company Doctor
Doctor. He has a Clinic in Pasuquin, where you can find him. He is responsible for
checking the employees’ health but does not attend in the farm.
4. Operation-in charge
promote the products of REFMAD in social media. She is in-charge in the production of
Dragon fruit, and maintaining the cleanliness in the farm. She also does different
5. House head
Juanita Garalde is assigned at the store doing sales and inventories. She cooks
meals for the owner, and other higher authorities. She is in-charge in taking care of the
store, while processing products of REFMAD. She also calls other employees to help her,
6. Baker
James Brin’s job is to produce or bake goods. He attends twice a week to cook
goodies. But, when he is absent, and has no stock of goods, they do not have any choice
but to wait for his return because they want the same taste of the goodies through him.
7. Farm Head
Mae Dugay’s job is in production of Dragon fruit. She attends trade fairs, when
the owner/manager needs help. She also helps in processing wines (Exhibit 5).
8. Housekeeping
Elena Garalde is the daughter of the House head. She processes the production of
Dragon fruit as well as maintains cleanliness around the main house. She also does
9. Wine processor
Chris Villa is responsible for processing wine. The owner/manager treated him as
part of the family because of his loyalty. He also acts as a driver of the owner and cleans
10. Maintenance/Utility
Jennifer Onnagan and Rommel Palencia are both designated to perform duties in
production and repair damaged and fallen posts of Dragon fruit. They are also responsible
in doing workload in the production of Dragon fruit and maintaining cleanliness of the
Christopher Barruga, Rose Brin, Janice Palencia, and Everjoy Domingo are
responsible in doing cuttings, watering plants, harvesting flowers and fruits, bundling
cuttings, sun drying flower of Dragon fruit, and calling the two lady farm workers to help
one-hour break. The official work time every day starts at 7:00 AM and ends at 5:00 PM.
The employees have two day-off from work, and have different schedule for continuous
operation of the farm (Exhibit 6). Every employee log in into their attendance sheet,
which after work they will write the job duties they have done (Exhibit 7).
PRODUCTION ASPECT
and operational inputs into “outputs” when distributed, and meet the needs of customers
to create acceptable products. In this case, raw materials are being transformed into
price, design, packaging style, and material for the product, among others, are made by
the management.
REFMAD produced fresh Dragon fruit that is used to process different goods.
There are 22, 578 poles of Dragon fruit that can harvest 20 kg. each poles. The farm also
keeps Dragon fruit powder, and syrup to maintain the process of goods even off-season.
Products Offered
REFMAD farm develops Dragon fruit-based products that had found a steady
market. The plants’ dried flower were turned into Dragon fruit tea, shanghai lumpia, ice
cream, ice candy, cookies, hopia, bread sticks, toasted mammon, otap, wine, and vinegar.
And, the extract juices of the Dragon fruit flesh were turned into coffee, and powdered
juice. It will also can made into Dragon fruit pulvoron, and gelatin. While, its stem or leaf
Services Offered
The Dragon fruit plantation housed a resort, restaurant, and fish farm, which
attracted tourists. There were also home –stay facilities called Cabanas for visitors who
wanted to watch the flowers of the vine bloom, and glow in the dark, while taking in the
aromatic scent that enveloped the farm. The farm has bakeshop, winery, ice cream room,
In addition, the owner of the farm has consulting activities to the clients, who
Operation Process
The Dragon fruit takes about 50 days to reach maturity level, after flowering and
pollination occurs. And, it bears fruits for five months every year, usually from early
summer to mid-fall.
The operation process of the farm starts in farming and harvesting Dragon fruit,
processing goods out of it, and selling fresh Dragon fruits, and processed goods.
On the other hand, the harvested Dragon fruit placed, with 60% availability for
dealers and walk-in buyer, and 40% for processing goods (Exhibit 9).
Inventory Management
The farm keeps accurate inventory records as a major management tool that
REFMAD has its inventories, for finished goods that are ready to be sold, and raw
materials that still in the production process. Its inventories are written in notebooks,
available in the store, which also used for the record of products sold. They practice first
in, first out inventory system to maintain the quality of their products.
MARKETING ASPECT
Marketing management is the art and science of choosing target markets, and
communicating superior customer value (Kotler and Keller, 2008:5). It is the process of
planning and executing the conception, pricing, promotion and distribution of ideas,
goods, and services in order to create, exchange and satisfy individual and organizational
Product/Service Feature
REFMAD is one of the largest Dragon fruit plantation in the Philippines. It offers
organic fruits with different varieties, and processed products made of Dragon fruit, such
as coffee brew, tea, shanghai, goodies, and wine. Dragon fruit is a beneficial fruit with a
REFMAD offers resorts, and Cabanas in the farm, where people can relax and
have the consultation of the clients, who want to venture Dragon fruit farm.
They also participate different trade fairs, and exhibit to help them introduce their
Product Pricing
The prices of all products, and services are set by the owner/manager. They used
owner/manager, the prices of their products maintain high price by claiming that their
The farm promotes their products through social media, and trade fairs. And, it is
handled by the Operation-in-charge, with the supervision of the owner, and help of the
farm staff.
Product Distribution
REFMAD farm’s steady market included traders from the neighboring provinces
of Ilocos Sur, Cagayan Valley, Isabela, DOLE Philippines in Metro Manila, and hotels in
Ilocos Norte. There are instances that the produced Dragon fruit by the farm decreased in
(www.managementstudyguide.com).
assets of the farm are provided by the owner, including the buildings, and land of
REFMAD V- Enterprise.
The harvested Dragon fruit in REFMAD every season has the total of 451,560
kg., which Php 250.00 per kilogram. The total fresh Dragon fruit that is for sale are 270,
936 kg. (60% for sale, 40% for processing), with the total of Php 67, 734, 000.00. There
are several buyers of Dragon fruit that REFMAD must sustain to supply every harvest.
But unfortunately, the internee was not able to get any financial statements of the farm
REFMAD Farm is known for producing fresh and processed Dragon fruit. It
in the farm.
This usually results in producing poor work quality associated with mismatched job
description, and specification of what duties they need to do. Also, multi-tasking is a time
waster for employees, since they need to switch from task to task.
Cause of the Problem: No Formal and Well Understood Job Description resulting to
The 14 employees working in the farm have job title but do not have specific
duties to perform to which they are accountable. They just do their and their co-worker’s
unfinished, who already starting a new one. Every employee log in into their attendance
sheet, which after work they will write the job duties they have done. The owner will
Areas of Consideration:
organizational structure, wherein the decisions are carried out from top to bottom.
her. The House head reports to the Admin and under the House head are the
processors, Driver/Utility, Housekeeper, and Farm head are under the supervision
of the Operation-in-charge. Below the Farm head are the four farm staff.
2. Compensation of Workers
The farm provides benefits to their employees, such as SSS, and Philhealth.
And, the salary given to them is Php 250.00 per day, and for overtime fee is Php
30.00 per hour. But unfortunately, no bonuses, no holiday pay, no rewards or
development of its employees. The management pays less attention to enhance the
skills, and knowledge of its employees to fully contribute to the farm’s goals and
objectives. Although, there are training programs offered by private farms, this
and development.
REFMAD exists for more than 10 years already. It has the same
employees but do not have any recreational activities for them to communicate,
and be motivated. Training, and Team building tend to improve productivity, and
motivation. This will also serve as venue to discuss the changes or formulation of
ADVANTAGES:
better efficiency.
DISADVANTAGES:
This alternative requires a sacrificial time for the farm. If the training must
be attended by all the employees, there will be no employees left to operate the
farm. In some cases, the farm must be closed, for a day, for the training, and team
building purposes. Training, and team building also need budget to be fulfilled.
week or twice a month as well as the guidelines on bonus, and reimbursement for
mileage, and other work-related expenses. The farm owner has to set general
ADVANTAGES:
about what is expected to them in the workplace, and provides clear framework
DISADVANTAGES:
policies, and procedures for the farm workers. The owner needs to outsource the
development of their workplace policies, pay for research, and for legal
consultation.
Evaluation of Alternatives:
morale in the workplace, and improve their performance that can lead to increase sales of
the farm.
Potential Problem: It could limit the ability of the owner to make quick decisions, and
policies, and procedures of the farm, the owner cannot simply fire that employee without
Fallback solution: That is why the farm should always have a written copy of the
employees’ policies, and procedures that they can access. This will help to protect the
farm from liability, if someone violates the policy in a manner that could lead to legal
action.
EXHIBIT 1
EDITA A. DACUYCUY
Owner/Manager
JUANITA GARALDE
House Head
PRODUCTION OF
DRAGON FRUIT
HARVESTING
STORE
END BUYERS OF
PROCESSED GOODS
EXHIBIT 10