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Internal Environment 
 
Doña Maria Rice under SL Agritech Corporation 

 
“More Than Just Rice” 

 
 
Mission 
● To develop hybrid rice seeds that can change one’s life and lead to 
prosperity. 
● To achieve rice sufficiency, feed the world and conquer hunger. 
 
Vision 
To be the world’s leading producer of hybrid rice seeds and premium quality rice 
through modern agricultural technology and state-of-the-art facilities. 
 
 
Company 
 SL  Agritech  Corporation  (SLAC),  under  ownership  of  Dr.  Henry  Lim  Bon 
Liong  was  founded  in  September  11,  2000  with  the  intention  of  developing  hybrid 
rice  that  would  be  commercially  available.  The  company  also  hopes  to  foster 
economic  growth  and  entrepreneurship  in  rural  areas.  Now,  they  have  over  3,000 
people  involved  in  research,  production,  and  administration  in  their  facilities  in 
Makati, Laguna, Nueva Ecija, Bulacan, and Davao Region. 
Dona  Maria  Premium  Quality  rice  is  under  ownership  of  SL  Agritech 
Corporation  and  is  the  top  rice  brand  in  the Philippines. The hybrid rice is grown in 
the Philippines through their contract-growing program. 
 
 
Customer 
The  company’s  premium  quality  rice  is  sold  in  major  supermarkets,  hotels, 
and  are  also  being  exported  to  other  countries  such  as  North  America,  Canada, 
Qatar, and Singapore to name a few. 
Their retail customers of SLAC’s line of products, Doña Maria rice are: 
● Social Class C+ up to Class A 
● Aged 25-34, 35-44, 45+ 
● Health Conscious 
● Living the “foodie lifestyle” 
● Either Single or Married 
●  
 
Competition 
 
 
 
  
 
Product 
Doña Maria rice offers premium quality hybrid rice, all locally planted, grown, 
and distributed.  

 
  
Price 
Dona  Maria’s  products  are marketed as premium and have a premium price as 
well.  With  the  prices  of  their  rice  being  about  twice  that  of  normal  rice  found  in 
supermarkets, retail stores, and public markets. 
Their  Jasponica  &  Miponica  Brown  and  White  rice  comes  at  about  96  pesos 
per  kilo,  their  Jasponica  Congee  comes  at  about  85  per  kilo,  and  Jasponica  Plus 
comes at around 100 per kilo of rice. 
 
Place 
Dona  Maria  rice  can  be  found  in  major  supermarkets  and  is  also  used  by 
hotels,  restaurants,  and  catering  services  in  the  philippines.  Recently,  with  the 
uptick  of  online  shopping,  their  products  can  also  be  bought  online, supplied by the 
same supermarkets that they are presently found in. 
They  have  an  office  in  Makati  City  and  other  facilities  in  Davao,  Bulacan, 
Nueva Ecija, and Laguna. 
 
Promotion 
They  advertise  their  products  mainly  through  point  of  sale  promotions, 
appearing in stalls in bazaars, social media, and out of home ads. 
 
 
 
Strengths 
● Premium Quality Products 
● Locally sourced 
○ Through contract-growing program with local farmers 
● Export quality, available in a number of foreign countries 
● Carefully researched and developed, yielding quality products 
 
Weaknesses 
 ● High price doesn’t appeal to majority of the consumer population 
●  
 
Opportunities 
● Market growth 
○ Rising economy means consumers with more buying power 
 
Threats 
 
 

External Environment 
Industry Profile 
Doña  Maria  rice  is  currently  the  country’s  leading  rice  brand.  With  their 
SL-8H  capturing  about  80%  of  the  market  shares  in  hybrid  rice  while  also 
aggressively employs strategies to keep them on top. 
 
Political 
● TRAIN Law 
Economic 
● Rising GDP of Ph 
● TRAIN Law adding strain to consumers due to higher prices of goods 
Social 
● Situation of farmers in the Philippines 
Technological 
● Advertising through social media and other new digital mediums 
Legal 
●  
Environmental 
● El Niño affecting the farmers growing the rice 
● Rising Global temperatures