International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Comparative Analysis of Marketing Challenges of Thriving Versus Failed Micro Enterprises in Los Banos, Laguna: Development of Proposed Survival Strategies

Author(s) Mr. Chefnare Cabauatan Balahadia, Prof. Dr. Ena Bernal
Country Philippines
Abstract Micro-enterprises are vital to the Philippine economy, especially in areas like Los Baños, Laguna, where they help create jobs and support local growth. However, many of these small businesses struggle to survive because of marketing and operational problems. This study compares the marketing challenges of thriving and failed micro-enterprises in Los Baños to develop practical strategies that can help struggling businesses.
Using Survival-Based Theory and the 7Ps Marketing Mix, the study examines how successful and failed enterprises differ in terms of adaptability and efficiency. A total of 100 micro-enterprises 50 thriving and 50 failed were selected from 1,186 registered businesses using quota sampling. Data were collected through a validated questionnaire covering Product, Price, Place, Promotion, People, Process, and Physical Evidence. Findings show that thriving micro-enterprises are more adaptable, especially in product improvement, branding, and distribution. They also manage pricing, internal operations, and employee engagement more efficiently. In contrast, failed businesses showed weaknesses in market responsiveness, system management, and workforce handling.
The study highlights clear gaps in adaptability and efficiency between the two groups. Based on the results, strategies are proposed to help failed micro-enterprises improve responsiveness, streamline processes, apply value-based pricing, and strengthen employee capability.
Keywords Keywords: Adaptability, Efficiency, Micro-enterprises, Marketing challenges, Survival-Based Theory, 7Ps of Marketing Mix
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-14
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.63351
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E-ISSN 2582-2160
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