The Crunch of Success: Exploring the Business Strategies of Chicharon Entrepreneurs of Sta. Maria, Bulacan

Abstract

The province of Bulacan has twenty municipalities and four cities. Among the province’s municipalities is Sta. Maria. In particular, it stands out for its crispy, perfectly fried delicacy called chicharon or pork cracklings. The manufacture of chicharon is the principal revenue-earning activity in the municipality. This is manifested by the large number of entrepreneurs engaged in this business. Chicharon stalls are found in many streets in Sta. Maria, Bulacan particularly in its capital - Poblacion. Moreover, the chicharon business attracts numerous resellers who bring Sta. Maria, Bulacan’s chicharon to other municipalities, cities and provinces of the country. ` This study aims to make a comprehensive research of the chicharon business in Sta. Maria, Bulacan and the strategies employed by local entrepreneurs, not only to sustain but also to expand the business. By focusing on a small enterprise such as the chicharon business of Sta. Maria, Bulacan, this study can add to the knowledge of nature, strategies and even challenges affecting other small enterprises in the Philippines. Moreover, chicharon is not only a business product; chicharon is a cultural product too. In the last several decades chicharon has given Sta. Maria has its own distinct cultural identity by being the center of the annual festival to which the entire municipality participates and cooperates. This study employs a qualitative descriptive design. For this purpose, a framework highly inspired by the Business Model Canvas has been selected to show the interconnectedness of various concepts in attaining business success. The findings of this study shall present the business strategies employed by chicharon entrepreneurs in Sta. Maria, Bulacan to bring about the crunch of success that any business aims to achieve. Moreover, this study hopes to contribute to the recognition of chicharon as the One Town, One Product (OTOP) of Sta. Maria, Bulacan.