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I. EXECUTIVE SUMMARY
This paper studies the fruit juice market in the Philippines. The market has experienced significant growth in recent years primarily owing to the craze toward health-food consumption. However, the relatively higher prices of fruit juices compared to other types of beverages have limited the consumer base to a small percentage of the population. Furthermore, various factors such as high packaging costs, seasonality and unavailability of raw materials, and inadequate transportation facilities have greatly affected the growth of the fruit juice industry. Facing intense competition from imported products and other types of beverages like carbonated drinks and bottled water, domestic manufacturers must continuously find ways to improve quality or reduce costs in order to stay competitive locally as well as globally. This is also very important to the export market as the country is a net exporter of fruit beverages. Being an agricultural country, domestic......

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Approximate Word Count: 3976
Approximate Pages: 16 (250 words per double-spaced page)

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