Marketing and Corporate Social Responsibility of Trading Business in Southern Philippines

Abstract

A well-planned and implemented marketing strategy and strong Corporate Social Responsibility programs could give any company a competitive advantage over its competitors. This research examined how the CTC Company in Southern Philippines survived and expanded the business through marketing strategies and social responsibility initiatives to their stakeholders. Secondary data from their website and annual reports were used by the researchers supported by interviews of the selected officers and employees of the company. Through offering quality products, providing outstanding customer service, and constantly innovating for the customer’s needs, the company grew bigger and expanded its business to other locations. The company used internal and external approaches to its CSR. In conclusion, the company was successful in its marketing strategies and able to sustain its Corporate Social Responsibility which led to the expansion of the business in Southern Philippines. Recommendations are: management can continue its product innovations not only to the leading products but also include those products which are less in demand, the corporation may provide job opportunities not only locally but also in international regions, and Corporate Social Responsibility should be strengthened not only in Davao and Cagayan de Oro Branches but also in other branches of CTC Company in Southern regions.