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COURSE SYLLABUS

Course Number: LAS 20

Title: Philippine Business Environment; Policies and Programs on
Enterprise Development
Department: Leadership and Strategy
School: John Gokongwei School of Management
Semester and School Year: 1st Semester SY 2019 –2020
Number of Units: 3
Faculty, Schedule, and Venue:

Subject
Code Section Class Schedule Room Faculty Name Faculty Email
LAS 20 A SAT 0900-1200 CTC 103 POBRE, MERVIN L. mlpobre888@gmail.com
LAS 20 B T-TH 1400-1530 SOM 105 SABUG, FRUCTUOSO T., JR. fsabug@ateneo.edu
LAS 20 C SAT 0900-1200 CTC 203 MORADA, KEVIN HENRY C. kevin.henry.morada@pwc.com
LAS 20 D M 1830-2130 SOM 204 LUMAIN, JOSEPH DANIEL N. jdlumain@gmail.com
LAS 20 F W 1300-1600 SOM 102 SANGUYO, CHERYL J. cheryl.bluechips@gmail.com
LAS 20 G T-TH 0930-1100 CTC 303 RASCO, JOSEPH P. josephrasco@gmail.com
LAS 20 I T-TH 1100-1230 CTC 104 RASCO, JOSEPH P. josephrasco@gmail.com
LAS 20 J SAT 0900-1200 SOM 202 MORALES, RALPH PAULO B. morales.rb@pg.com
LAS 20 K SAT 0900-1200 CTC 301 LUMAIN, JOSEPH DANIEL N. jdlumain@gmail.com
LAS 20 L SAT 0900-1200 CTC 302 UY, BERNADEE C. bernadee.uy@gmail.com
LAS 20 M T-TH 1530-1700 SOM 105 SABUG, FRUCTUOSO T., JR. fsabug@ateneo.edu
LAS 20 O T 1800-2100 SOM 302 INGCO, JULIO III S. jingco@ateneo.edu

Subject
Code Section Class Schedule Room Faculty Name Faculty Email
LAS 21 A1 T-TH 1100-1230 SOM 211 OSI, ENRICO C. eosi@ateneo.edu
LAS 21 B1 T-TH 1400-1530 B-105 OSI, ENRICO C. eosi@ateneo.edu
LAS 21 C1 M-W-F 0800-0900 SOM 202 RELUCIO, ANDREA KATHLEEN S. andreasrelucio@gmail.com
LAS 21 D1 T-TH 1530-1700 SOM 211 SUGAY, CLAYTON S. claysugay@gmail.com

A. Course Description

The course presents a broad and interdisciplinary view of the Philippine business environment,
including the issues and challenges present. The course also introduces the student to the basic concepts
and principles of strategic management, which includes the external and internal environment of business
organizations and the analytical tools that help students understand the business environment. Specific
issues and challenges such as business ethics, sustainability the triple bottom line, and other special
considerations that influence the Philippine business climate are also included. The course further provides
a survey of the factors influencing business decision-making in the Philippines.

B. Course Objectives (LO)

By the end of the course, students should be able to:

 Articulate the value creation process of an organization
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 Identify external trends at both the local and international levels and analyze how these may relate to
the Philippine business environment and the industries within it.
 Identify the different concepts in strategy and explain the relationship between strategy with both the
internal and external environments
 Share their reflections on the current issues and challenges facing the Philippine business environment.
 Reflect on critical processes and develop insights and personal vision, in view of the Ateneo LS vision.

C. Course Outline, Timeframe, and Readings

PH Policies
Intro to Internal External Analytical Special
and
Mngt Analysis Analysis Tools Topics
Procedures

Week Session Topics Readings/Handouts

 Handouts: Syllabus, Industry Study Guidelines,
List of Marketing and Research Organizations;
 Methods of Data Collection
A BIG WARM WELCOME EVERYONE!
 Euromonitor
1 Introduction & Course Overview
 Nielsen
1  Kantar Data
 PSA for Philippine Data
 Robbins, Stephen – Chapter 1: Introduction to
Introduction: Management
 Management as a discipline  David, Fred – Chapter 1: The Nature of
2,3
 Strategic Management Strategic Management
 Drucker, Peter – Chapters 1, 2, 3
The External Environment
 Business Environment
2-3  Internal/External Forces
4,5  David, Fred – The External Assessment
 STEP-N in PH Context
6,7  STEP – N Framework
o Socio Cultural
Technological (Start-up in PH)
 STEP-N in PH Context to be determined by the
 STEP-N in PH Context (cont.)
professor
o Economic
8,9
o Politico-Legal (APAC 2020)
Natural

 Collins, James and Jerry Porras – “Building

Your Company’s Vision”
The Internal Environment
4-5  David, Fred – The Business Vision and Mission
 Robbins, Stephen – Organizational Culture
10, 11  Vision, Mission & Values
 Drucker, Peter – The Theory of the Business
12,13  Business Models
 David, Fred – Value Chain Analysis
13,14  Organizational Culture
 Osterwalder, Alexander – Business Model
o The Value Chain
Canvas
 David, Fred – The Internal Assessment

6 1st LONG TEST (Refresher to Management, Internal Analysis, External Analysis)

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7-8  Intro to World Bank’s Doing Business Metric.

PODCAST: Planet Money Ep599: The Invisible
PH Policies and Procedures
Wall
 Types of Businesses + How to
https://www.npr.org/sections/money/2017/
Register your business
15,16 05/31/530935855/episode-599-the-invisible-
 SMEs in PH
16,17 wall
 Doing Business Metric (Global and
PH Context)  Doing Business World Bank Metric 2019
 Business-relevant Gov’t  Materials for Business-relevant and Gov’t
Agencies/Trade Associations in PH Agencies/Trade Association to be
determined by the prof

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GROUP REPORTING
18,19 Analysis of Doing Business in PH in relation to chosen business for industry paper
(refer to IV. Doing Business in PH Analysis of Industry Paper)

Analytical Tools
 Market & Industry Structure  Porter, Michael – “The Five Competitive
10-11  Industry Life Cycle Analysis Forces that Shape Strategy.” Harvard Business
 Supply & Demand Analysis Review. Jan. 2008
 SWOT Analysis  Book: Executive Economics by Shlomo Maital,
19,20
 Porter's 5 Force Chapter 10 – Industry Convergence &
21-22
“Coopetition”
CASE METHOD WAY OF PROBLEM David, Fred – SWOT Analysis
SOLVING

12
BUSINESS CASE OFFs
Class professor to choose a PH Business Case which the class needs to solve integrating the
lessons

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2nd LONG TEST (PH Policies and Procedures + Analytical Tools)

 Poverty, corruption, rent-seeking, social

14-15 entrepreneurship, natural environment,
Special Topics on the Philippine
ASEAN Economic Community, Corporate
Business & Global Environment
Social Responsibility
 David, Fred – Business Ethics, Social
24,25
Responsibility, and Environmental
Sustainability.
 Materials for Business-relevant and Gov’t
Agencies/Trade Association to be
determined by the prof
16-17 28,29
Industry Study Group Presentations  Panel Presentations
29,30

D. References
1. , Doing Business 2018: Reforming to Create Jobs. IFC/World Bank. 2015. (downloadable in pdf file from
http://www.doingbusiness.org) http://www.doingbusiness.org/~/media/wbg/doingbusiness/documents/profiles/country/phl.pdf
2. . Human Development Report 2016: Human Development for Everyone. UNDP 2016. (downloadable from
http://www.undp.org.ph/)
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3. . Philippine Development Plan 2017-2022. Investor Relation Office 2017. http://www.iro.ph/article_doc/fc55bc53_PDP-

2017-2022-Prepublication-2.pdf
4. Balisacan, Arsenio M., Multidimensional Poverty in the Philippines: New Measures, Evidence, and Policy Implications. Revised
Report: 8 October 2011 pp. 1-21 (www.undp.org.ph/)
5. Collins and Porras, Built to Last: Successful Habits of Visionary Companies, HarperCollins. 1994.
6. Drucker, Peter F. The Essential Drucker. Butterworth-Heinemann. 2001.
7. Magretta, Joan. Understanding Michael Porter: The Essential Guide to Competition and Strategy. Harvard Business Press Dec. 2011.
8. Maital, Shlomo. Executive Economics: Ten Essential Tools for Managers. New York. The Free Press. 1994. Chapter 10: Economics of
Cooperation.
9. McCoy, Alfred W. “An Anarchy of Families: The Historiography of State and Family in the Philippines” and “Rent-Seeking Families and
the Philippine State: A History of the Lopez Family.” An Anarchy of Families: State and Family in the Philippines, Ateneo de Manila
University Press 1994., Ch. 1 & 10
10. Osterwalder, Alexander. Business Model Canvas. 2008
Canvas: http://www.businessmodelgeneration.com/canvas/bmc
http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf
11. Osterwalder, Alexander, Pigneur, Yves, and Smith, Alan. Value Proposition Canvas. 2012
Canvas: http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf
http://www.businessmodelgeneration.com/canvas/vpc
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html
12. Porter, Michael E. The Five Competitive Forces that Shape Strategy. Harvard Business Review 2008
13. Robbins, Stephen P. and Mary Coulter, Management, International Student 13th Edition. Pearson Education, 2016.

Note: Additional readings/handouts to be announced by each course facilitator.

E. Course Requirements
 Industry Research Study & other Group Reports/Assignments with presentation to a panel
and/or whole class as may enumerated by the professor.
 Long tests, quizzes, recitation, report on extra readings, reflection papers, online business
games/exercises.
F. Grading System
F.1 Grade Conversion for Final Marks
Final Mark Numerical Equivalent For a 3-unit course

A 92 to 100 3.76 to 4.00

B+ 87 to 91 3.31 to 3.75
B 83 to 86 2.81 to 3.30
C+ 79 to 82 2.31 to 2.80
C 76 to 78 1.81 to 2.30
D 70 to 75 1.00 to 1.80
F Below 70 Below 1.00
W Overcut Overcut
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F.2 Components of Final Grade

Industry Study
Final paper, group presentation and submission of partial outputs 25%

Doing Business in PH Analysis 10%

Other Group Work/Reports/WACs/PH Business Case 10%
Individual
Tests/Exams (2 long tests) 30%
News Report/Homework 5%
Quizzes 10%
Class Participation/Recitation 10%
100%

G. Classroom Policies
1. Maximum allowable cuts: 3 absences or 6 hours.
2. Students are required to follow the JGSOM Dress Code in all JGSOM classes.
3. Students are required to uphold intellectual honesty in all class requirements and activities. This
includes the need to use quotation marks for verbatim statements lifted from another work and to
cite all sources in research work through footnotes and/or bibliographies. The school punishes
cheating and plagiarism (which includes extensive “cutting and pasting” even with a footnote) with
an F not only in that requirement but in the whole course IF that requirement carries a grade which
constitutes more than 20% of the final grade. For group work, the members are expected to review
the final paper before submission to ensure that violations have not been incurred. Students may
submit a preliminary draft via Turnitin to verify what portions were lifted from previously submitted
sources.
3. The use of laptops in class is not allowed unless it is used for team reports.
4. The Student Handbook will serve as a guide for all school policies.
5. Other classroom policies will be announced in class by each course facilitator.
H. Consultation Hours - To be announced by each course facilitator.
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LAS20 Philippine Business Environment (PBE)

Policies and Programs on Enterprise Development
(Industry Study Guidelines)
(1st Semester, SY 2019-2020)

Project Objective: You are asked to conduct an industry research for a sub-sector/ industry of the economy by studying
the market and industry environment, the industry structure, and the influence these have on a specific firm or firms in
the industry. You are expected to conduct library and internet research as well as do field work by observing/visiting firms
in the industry and interviewing managers/owners and other industry stakeholders (customers, suppliers, dealers,
competitors, etc.). The professor may recommend industries in sectors, e.g. agriculture, health and wellness (medical
and/or wellness tourism), etc. The professor may also require submission of the final report through Turnitin, an Internet-
based plagiarism-prevention service created by iParadigms, LLC.

THE 5 MAJOR PARTS OF THE PAPER

(2) EA: The

(1) EA: The Industry and the (3) IA: The Firm (5) Strategic
(4) PH Policies
Industry and the Competitive and Internal Analyis and
and Procedures
Macro Forces Forces (Major Forces Recommendation
Players)

*EA: External Analysis, IA: Internal Analysis

Desired Results:
1. Comprehensive research of industry with relevant information based on sound research methods and field work.
2. Critical analysis of data obtained.
3. Proper documentation of research work.
4. Appreciation of the relevance of data gathered and findings for the stakeholders

NOTE: For part (3) The Firm and Internal Forces, Studies on multinational companies (or their local subsidiaries or franchisees/marketing agents)
and/or other very large companies (i.e. more than one billion pesos in annual sales) especially industries like malls, telecoms, banks, insurance, quick
service or fast food restaurants, are not recommended (e.g. SM, PLDT, BPI, SunLife, Jollibee, Nestle, Coca Cola, San Miguel, etc.) as well as small firms
with total assets below P15 million excluding property and/or annual sales below P30 MM. Very large firms with multiple products, divisions and
departments usually operate in multiple industries with very complex environments that may be confusing for students just starting to learn how to
analyze the business environment while business exposure may be too narrow or limiting for a small and/or very simple enterprise such as a backyard
farm, repair shop, janitorial services, security or manpower agency, food kiosk, small retail outlet or convenience store.

OUTLINE: Basic format (font 12, spacing 1.5 lines, 1” margin on all sides), use standard PICS format for cover page):
Executive Summary This part of the report (2-3 pages) summarizes the entire paper and should be written last. It must
include an overall assessment of the attractiveness of the industry (poor to good), the competitive structure (competitors,
market share), supply-demand outlook, implications and recommendations for the specific firm and industry. Excluding
cover page, table of contents, executive summary and attachments, the main body of the industry study should cover
between 10-20 pages.

I. The Industry and the Macro-economic Forces affecting it (STEP-N/G)

I.A. Description of the Industry
1. Industry definition (boundaries, what is part and not part of industry);
2. Background history (origins, significant events or major shifts, milestones of the industry esp. in the
Philippines; recent problems/challenges and/or opportunities/threats);
3. Current industry size in terms of sales and number of firms, (statistics of industry revenues and profits
over the previous 3-5 years, estimated size of market, direct and indirect employment generated,
contribution to GDP) and importance to and/or inter-relationships or inter-dependence with economic
sectors / other industries;
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I.B. Macroeconomic Forces in the Industry (STEP-N/G)

1. Articulate the (1) current trends-what’s the practice NOW and (2) future possibilities-what are the
possibilities TOMORROW, in the context of the STEP-N/G forces.
 Socio-cultural environment (recent developments/changes in demographic, psychographic,
socio-cultural trends and drivers of market demand)
 Technological environment (emerging technologies and their impact on industry practices)
 Economic trends (business cycle, supply-demand analysis with forecasts and identification of
drivers of market growth, analysis of industry capacities and ability or constraints to meet
demand)
 Political or Regulatory environment (government policies & plans for the industry, laws,
regulations affecting the firm and the industry)
 Natural resource environment (effect of pollution, climate change on industry)
 Global environment (developments that may have an impact on the industry)

II. The Industry and Competitive Forces

1. Market structure (monopoly, oligopoly, perfect or monopolistic competition) & supply-demand
conditions (scarcity, surplus or stable equilibrium); stage of industry life cycle (embryonic, growth,
shake-out, maturity, decline);
2. Identify at least 3 Major players, their influence & brief background (growth & performance in the last
3-5 years with estimate of market share and financial resources plus a qualitative description of their
industry power or influence);
3. Leading practices & competitive strategies in the industry esp. by the leading players identified above.
Describe leading practice in:
 Marketing/Sales & Competition e.g. market/product/brand development & positioning,
industry innovations, varieties offered, range of quality vs. prices offered, variety of packaging
used, credit extension for customers, extent and intensity of advertising and promotions,
distribution channels & strategies, expansion & diversification strategies;
 Operations/Logistics e.g. procurement of materials, production facilities, engineering, quality
control, technologies and processes employed;
 Financial & Human Resources Management e.g. primary funding sources, recruitment and
selection, training and development, compensation and benefits;

III. The Firm and its Internal Environment

1. Background History – when/where did the firm start, who started it, how did it grow through the years,
2. The firm today –
 Key owners and decision makers; connection and/or affiliation with government agencies,
financial institutions, other industries if any; simplified organizational chart;
 Mission/Vision/Values, Big Hairy Audacious Goals (BHAGs), if any, of the organization;
 What the firm does very well/knows well (e.g. certain systems and procedures like Manufacturing,
Quality Control, Marketing processes, or Management Information Systems or Networking
Systems) that other firms may find very hard to copy.
3. The firm’s Value Chain (what the firm does from day to day that adds value to its products or services)
identifying elements of the Value Chain, where the firm is particularly strong (has an advantage over
competitors) or weak (has a disadvantage).
a) Primary Activities – e.g. Inbound logistics (transportation, materials handling and storage of raw
materials), Operations (manufacturing process, facilities and equipment), Outbound logistics
(transportation, handling, storage & distribution of finished goods), Marketing/sales (target
market & 4 P’s of marketing – product, price, place, promotion), and Service (during and after
sales)
b) Secondary Activities or Enablers – e.g. Procurement (supply chain), Technology development (R&D),
Human resources, Firm infrastructure (accounting & control systems and other support systems)
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IV. Analysis of PH Policies and Procedures

1. PH Procedures
o Report on 3 pillars of Doing Business Metrics of World Banks relevant to the business.
o 1st Pillar (Starting a Business) is required, the other 2 are optional and should be chosen by the
group based on what’s relevant to the business
o In each pillar, group must Identify key challenges encountered by the company. If it was resolved,
how did they resolve it. If not, what are the recommendations of the group
o As a group, assess the chosen pillar and give it a score based on the World Bank Metric. The group
needs to contextualize the difference vs the national average
2. Trade Associations
o Identify the relevant trade associations in the industry and how it can help the chosen business

V. Industry Analysis and Recommendations

1. Analysis of industry structure using Porter’s 5 forces and implications on industry;
2. SWOT analysis for the firm (major strengths, weaknesses, opportunities, threats) and implications;
3. Conclusion with Recommendations for the firm as well as for the industry
 After all the analysis, define 3 major macro forces in the industry and articulate how these
affects the firm identified
 Given what you know about the firm’s resources, what strategies can you recommend to act
on the forces identified above
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Project Deadlines: (tentative)

Week 2 : Submission of Grouping and Three Proposals for Potential Industries
Week 6 : Submission of draft of Parts I and II (to be graded)
Week 7 : Submission of draft of Part III (to be graded)
Week 8 : Submission of draft of Part IV (to be graded)
Week 13 : Submission of complete paper (final draft)
Week 18 : Final Presentations (w/ 2 hard copies + a soft copy in CD or submitted to Turnitin if your professor
is registered)

All submissions must be done during your class hours in weeks specified. Any group changing proposals in the middle of
the semester will not be given any special consideration, and will be expected to submit the same output as the other
groups.

Accountabilities:
1. Information must be soundly based, and NOT fabricated (amounts to intellectual dishonesty and will be dealt with
accordingly). Understandably, however, some types of information need to be assumed without any hard basis. This
will be allowed on a case-to-case basis, depending on the circumstances of the business and product/ service.
2. Late submissions, as well as messy ones (not stapled, different paper sizes, some handwritten and some typewritten),
are unacceptable. When in doubt, always remember that you are being prepared for the real thing. Do it well in the
way professionals or business executives would do it.
3. This is a group work, and as such, all members are required to participate in its preparation. A group may kick any one
out if he or she does not participate in which case he or she will have to submit and present his/her own industry
study.
4. Plagiarism (see syllabus) will be reported to ADSA and punished with an automatic F for the course. Your papers may
be uploaded to Turnitin, a software that can detect segments copied/pasted from published data as well as from
dissertations or term papers. The professor may allow the groups to submit a draft to Turnitin for checking purposes
before submission of the final report.

Grading:
This group project comprises 30% of your final grade (10% for the 3 partial submissions, 20% for the final paper with
presentation). The group grade may be adjusted depending on each member’s level and quality of participation using
a forced-ranking method to be administered at the end of the semester. The adjusted grade for group work for each
group member may therefore not always be the same. Free riders will be penalized.

Grading Criteria for Paper & Panel Presentation:

1. Comprehensiveness of Research Data (25%)
* covers most critical aspects of industry/ company environment
2. Depth of Environmental Analysis (25%)
* correct use of appropriate tools; sound analysis and conclusions
3. Clarity/Organization (25%)
*clear, concise, grammatically correct, well organized, easy to read/understand
4. Layout/Presentation (25%)
* interesting and effective with helpful tables, charts, illustrations, photos, videos, etc.

*For a service learning experience (to be explained by your professor i.e. for NGOs / Socially-oriented Industries), you may study and actually help a non-profit
institution which may also benefit from your research and analysis.
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Leadership & Strategy Department

John Gokongwei School of Management

LAS 20-Philippine Business Environment; Policies and Programs on

Enterprise Development

INDUSTRY STUDY PRESENTATION

1st Semester SY 2019 - 2020

Panelist:
Industry/Company:
Date/Time/Venue:

INDUSTRY STUDY
Factors Weight Grade
Comprehensiveness of Research Data
(covers most critical aspects of
25%
industry/company environment)

Depth of Environmental Analysis

(correct use of appropriate tools 25%

Final Report
(clear, concise, well organized) 25%

Oral Presentation
(interesting and effective with visuals,
25%
creative, clear)

TOTAL WEIGHTED SCORE 100%

ENCIRCLE FINAL GRADE

A B+ B C+ C D F
Poor
Very Fair to
Excellent Good Fair (Fail)
Good good Barely Passing
92 – 100 83 – 86 76 – 78 Below
87 – 91 79 – 82 70 – 75
3.76 – 2.81 – 1.81 – 70
3.31 – 2.31 – 1.00 – 1.80
4.00 3.30 2.30 Below
3.75 2.80
1.00

Panelist’s Name & Signature:

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Ateneo de Manila University

John Gokongwei School of Management
Project Information Cataloging System (PICS)

Class Project Information and Cover Sheet

Name of Student/s: (Surname, Firstname, School Year: Sem:

MI) Subject Code:
Course Name:

Teacher(s):

(Information below this line and in this column for

use by Faculty &/or PICS staff only.)
Grade: Call Number:
Project Title: Functional Area:

Client: Comments:

Industry Category:

Abstract (150 words or less)

Author(s)’ Recommended Key Words