I.

Introduction:
Uraro biscuits, also known as arrowroot cookies, are a popular Filipino snack
made from arrowroot flour, sugar, and butter. They are known for their light and
crispy texture, often shaped into flower-like designs. Uraro biscuits are a delightful
treat enjoyed by many in the Philippines.

Gonzales Uraro is a well-known brand of Uraro biscuits produced in Liliw,

Laguna, Philippines. Liliw is renowned for its traditional production of Uraro biscuits,
and Gonzales Uraro is one of the established names in this industry, offering these
delicious and crispy cookies. It's a popular souvenir for visitors in the region.

History

In the small and picturesque town of Liliw, Laguna, nestled in the heart of the
Philippines, a timeless culinary tradition has been kept alive through generations.
This tradition, embodied by the famous Gonzales Uraro brand of arrowroot cookies,
has its origins dating back to the year 1945 when Editha and Geraldo Gonzales took
their first steps in the world of biscuit-making. Their journey is not only a testament to
their entrepreneurial spirit but also a reflection of the rich and vibrant tapestry of
Filipinos.
The story of Editha and Geraldo Gonzales, the founders of Gonzales Uraro, is
a tale of resilience and dedication. In the aftermath of World War II, as the
Philippines was rebuilding itself from the ravages of conflict, the Gonzales couple
ventured into the business of making uraro biscuits. Arrowroot, which is the primary
ingredient in these delectable treats, was readily available in the region, making it an
ideal choice for their venture. With a small, rudimentary kitchen and a deep passion
for their craft, Editha and Geraldo began crafting the delicate and crispy biscuits that
would soon become a household name.

In Photo: Mrs. Editha Gonzales

The process of creating Uraro biscuits is an art in itself. Arrowroot flour,

meticulously sourced and processed, forms the core of the recipe. Mixed with sugar
and butter, the dough is carefully shaped into intricate, flower-like designs that have
become a signature of Gonzales Uraro. Each biscuit is a labor of love, a testament to
the commitment of the Gonzales family to maintain the authenticity of their product.

Over the years, Gonzales Uraro has grown from its humble beginnings, and
its success is a reflection of the passion and dedication of the Gonzales family. Their
biscuits have not only satisfied the palates of locals but have also become popular
souvenirs for tourists and visitors in Liliw. The recognizable packaging adorned with
the brand's name and flower design has become an emblem of the town. What sets
Gonzales Uraro apart from other snacks is not just the taste but also the sense of
nostalgia it evokes. For many Filipinos, these arrowroot cookies are reminiscent of
their childhood, a taste of tradition and a link to their cultural roots. They have
become an integral part of celebrations and family gatherings, a symbol of Filipino
hospitality and togetherness.
In addition to preserving a culinary tradition, the Gonzales family has also
contributed to the local economy of Liliw. The production of Gonzales Uraro provides
employment opportunities in the community, supporting the town's economy and
fostering a sense of local pride. The success of this small family business extends
beyond its delicious products, leaving a lasting impact on the Region.

II. METHODOLOGY
Researchers aim to study "Thriving Against the Odds: A Study on How
Resilience Shapes Business Longevity." The study will employ a descriptive
research method to depict how resilience shapes business longevity. Researchers
chose this design to create a questionnaire, aiding in data collection to study how
resilience shapes business longevity. Answering these questions is required to
gather additional information and convey its impact on the business.The researchers
believe this approach is the most effective way to obtain sufficient information and
data for their study.
To carry out the study, the researchers conducted in-depth interviews with the
owner and his employees. Subsequently, they created a structured questionnaire
containing questions that aided in the completion of the research.
The photos below were taken during the interview with the owner together
with her daughter and their employees.

III. RESULTS
Business History and Sustainability

For 78 years, Gonzales Uraro has weathered the ever-changing tides of the
business world, standing as a testament to resilience and adaptability. In an era
where startups emerge and fade with rapid frequency, the sustained success of this
venerable establishment raises questions about the key factors contributing to its
longevity. Founded in 1945, Gonzales Uraro stood alongside societal, economic, and
technological shifts. By embracing change without compromising its core values, the
business has demonstrated an ability to navigate the unpredictable currents of
commerce.

Challenges and Losses

The storied history of Gonzales Uraro, spanning 78 years, is not without its
share of challenges and losses. In the ever-evolving landscape of business, this
traditional uraro enterprise has encountered setbacks that test its resilience and
adaptive capabilities. One of which has been navigating through economic
fluctuations. From inflation to recession, the business has faced the impact of
changing economic conditions, affecting both production costs and consumer
purchasing power. Such economic challenges pose a constant threat to the financial
stability of the enterprise.
While Gonzales Uraro has thrived on preserving Filipino culinary traditions,
cultural shifts and evolving tastes pose a challenge. The influx of alternative snacks,
changing consumer preferences, and the rise of international brands in the local
market present ongoing hurdles. The younger generation may gravitate towards
modern and international flavors, potentially diminishing the demand for traditional
uraro products.The business must innovate to stay relevant and maintain its market
share.

Employees and Positive Work Environment

 The enduring success of Gonzales Uraro over its 78-year history is not solely
attributed to the delectable uraro it produces but also to the foundation of a positive
work environment and the dedicated employees who contribute to its legacy. This
explores the symbiotic relationship between the business, its workforce, and the
positive workplace culture that has flourished over the decades.
A remarkable facet of Gonzales Uraro's success is the longstanding
commitment of its employees. This longevity fosters a familial atmosphere, where
employees become an integral part of the business's identity. The intricate process
of uraro production requires synchronized efforts, and Gonzales Uraro has fostered
a workplace culture that values open communication, mutual support, and a shared
commitment to maintaining the high standards of their craft. Recognizing the
importance of employee well-being, the business has implemented measures to
ensure a healthy work-life balance.

Customer Retention
At the heart of Gonzales Uraro sustainability lies a robust foundation of
customer loyalty. By consistently delivering quality products and fostering meaningful
connections with its clientele, the business has cultivated a devoted customer base.
This loyalty serves as a buffer against economic downturns and external challenges,
providing a stable support system for sustained success.
Ethical business practices have also been a cornerstone of Gonzales Uraro’s
operations. By maintaining a reputation for integrity and responsibility, the business
has not only garnered the trust of its customers but has also navigated through
regulatory challenges with grace. Ethical conduct not only secures a positive public
image but also ensures long-term viability in an increasingly conscious consumer
environment.

Business Strategy
Another cornerstone of Gonzales Uraro lies in the unwavering commitment to
the quality and authenticity of its Uraro cookies. By adhering to traditional recipes
and production methods passed down through generations, the business has
maintained the trust of its customers. Consistent product quality not only fosters
customer loyalty but also ensures the preservation of the uraro-making heritage.
Gonzales Uraro’s strategy is a commitment to preserving and celebrating Filipino
culture. By specializing in uraro, a beloved local delicacy, the business has not only
met the culinary preferences of its community but has also become a cultural icon.
This focus on cultural identity has established a unique selling proposition, setting
the business apart in a competitive market.

IV. DISCUSSION
The 78-year journey of Gonzales Uraro reflects a business strategy rooted in
cultural preservation, product quality, community engagement, and sustainable
practices. By striking a balance between tradition and cultural shifts, this Uraro
enterprise has survived, leaving a sweet legacy that resonates with both loyal
patrons and a new generation of customers. The 78-year legacy of Gonzales Uraro
stands as a testament to tradition, however, within its historical tapestry, there lies a
narrative of stagnation. Despite its rich heritage, the business finds itself in a state of
inertia, not experiencing growth, largely due to the owners being preoccupied with
their personal careers.
 In the course of our discussion, the owner, Mr. Anthony Gonzales and his
daughter, Ms. Anthea Gonzales, they highlighted several challenges Gonzales Uraro
is facing:

A. Problems:
1. Founders’ Professional Commitment
The founders of Gonzales Uraro, while passionate about preserving cultural
heritage through uraro production, have found their attention divided between the
business and external professional pursuits. The demands of their personal careers
have limited their ability to dedicate the necessary time and resources to propel the
uraro enterprise forward.

2. Lack of Strategic Vision

The absence of focused attention from the owners has resulted in a lack of
strategic vision for Gonzales Uraro. Without a dedicated roadmap for growth, the
business struggles to explore new opportunities, or implement innovative solutions
that could invigorate its offerings and expand its reach.

3. Limited Marketing and Innovation

The owners' external commitments have led to a dearth of marketing
initiatives and innovation within the business. In an era where culinary trends evolve
rapidly, Gonzales Uraro has fallen behind in promoting its traditional products and
exploring ways to captivate modern consumers. This stagnation hinders the
business from tapping into new markets or attracting a younger demographic.

4. Competitive Disadvantage
In an environment where other businesses leverage technology, modern
marketing strategies, and diversified product lines, Gonzales Uraro faces a
competitive disadvantage due to its owners' limited focus. The absence of a robust
strategy to counter competitors may result in a shrinking market share and
diminished relevance.

5. Cultural Erosion
As the business grapples with stagnation, there is a risk of cultural erosion.
The lack of growth initiatives may hinder the ability to pass down the intricate
knowledge and traditions of uraro production to future generations, putting at risk the
very essence of the business's cultural contribution.

B. With the owners providing insights into the internal and external factors
affecting the business, the researchers conducted a SWOT analysis for
Gonzales Uraro.

SWOT Analysis for Gonzales Uraro

STRENGTHS:
1. Heritage and Tradition
With a 78-year history, Gonzales Uraro boasts a rich cultural heritage,
producing traditional Filipino uraro. This legacy contributes to brand recognition and
a unique selling proposition.
2. Skilled Workforce
The business benefits from a dedicated and experienced workforce that has
been with the company for many years. The team's expertise ensures the production
of high-quality uraro, maintaining consistency and authenticity.

3. Established Customer Base

Gonzales Uraro has a loyal customer base built over decades, appreciating
the authenticity and quality of its products. This customer loyalty provides a stable
foundation for the business.

4. Authentic Production Methods

The business adheres to authentic and traditional uraro production methods,
providing a distinct taste that sets it apart from competitors.
WEAKNESSES
1. Owner's Limited Involvement:
The owners' external commitments and limited focus on the business hinder
strategic planning, innovation, and active involvement in day-to-day operations,
leading to a lack of growth.

2. Limited Marketing
Insufficient marketing efforts and a lack of modern promotional strategies contribute
to reduced visibility in a competitive market, limiting the potential for attracting new
customers.

3. Resistance to Change
A strong emphasis on tradition may lead to resistance against adopting modern
technologies and practices, hindering the business's ability to adapt to changing
consumer preferences.

OPPORTUNITIES
1. Diversification of Products
Exploring variations or complementary products within the traditional snack category
could attract new customers while retaining the essence of uraro.

2. Online Presence
Establishing an online presence and e-commerce platform can open avenues for
reaching a broader market and catering to modern consumers who prefer convenient
online shopping.

3. Collaborations and Partnerships

Forming partnerships with local businesses or participating in cultural events can
enhance brand visibility and attract a diverse customer base.

THREATS
1. Market Competition
The uraro business faces competition from newer entrants, international
snacks, and evolving consumer tastes. Failure to address this competitive landscape
may result in a declining market share.

2. Changing Consumer Preferences

Shifting consumer preferences towards healthier snacks or more convenient options
may pose a threat to traditional uraro. The business needs to adapt its offerings to
align with evolving consumer trends.

3. Economic Challenges
Economic fluctuations and rising production costs can impact the business's
profitability, especially if there is an inability to adjust pricing accordingly.

While Gonzales Uraro possesses strengths deeply rooted in tradition and a

loyal customer base, addressing weaknesses and capitalizing on opportunities is
crucial for overcoming stagnation. The business must navigate the threats posed by
competition, changing consumer preferences, and economic challenges to ensure a
sustainable and prosperous future.
Its current state of stagnation highlights the challenges that arise when
owners are unable to fully commit to the growth and evolution of their enterprise. To
ensure the preservation of this cultural legacy, the owners must reassess their
priorities, reinvigorate their strategic vision, and actively engage in initiatives that will
propel the business forward into a new era of success. Based on the study, the
researchers believe that a strategic reevaluation, modernization, and a renewed
focus on growth can revitalize the business and secure its place in the market for
generations to come.
The journey of Gonzales Uraro spanning 78 years, is marked not only by
triumphs but by the challenges and losses that accompany such a lengthy business
tenure. To conclude the discussion, we, the researchers, all formidable obstacles
the business is currently facing must be navigated with resilience, adaptability, and a
commitment to preserving its cultural legacy.