www.theijbmt.com 223|Page The International Journal of Business Management and Technology, Volume 6 Issue 2 March-April 2022 ISSN: 2581-3889 Research Article Open Access Philippine Multipurpose Cooperative towards a Marketing Best Practices and Strategies Model Arnel P. Ringor 1* , Imelda Angeles, Ph.D. 2 Mary Caroline N. Castaño, Ph.D. 3 The Graduate School, University of Santo Tomas 1 ; Cagayan State University Andrews Campus 2 Abstract: This study investigated the marketing best practices, strategies, and compliance of multipurpose cooperatives in the Philippines which were CDA-Gawad Parangal Awardees from the years 2015-to 2019 selected from the Large Millionaire and Billionaire category. It extracted from literature from a broad range of international and local views to distinctly construct a congruous conceptual framework, expounding marketing strategy and its key components, marketing performance, management, and compliance with regulatory provisions. The descriptive-comparative design was gathered simultaneously from interviews and survey data with the secondary data, analyzed using a Convergent Mixed Method. Results showed that the majority have an existing marketing department. However, only less than half of the respondents have a Chief Marketing Officer and Marketing Manager. In terms of Marketing performance, the majority achieved monthly and annual targets; generally employed product development programs; almost all have an online facility and 99% have contingency measures to cope with the current pandemic. In terms of profitability, the highest registered 53.36% in 2017, 60.56% in 2018, and 62.51% in 2019, the lowest registered 6.32% in 2018 while the rest registered a GPR between 6.61 to 19%; generally, all cooperatives are profitable. Overall, all cooperatives indicated they are compliant with regulatory provisions. Keywords: cooperative, marketing strategy, responsiveness, strategies, compliance I. Introduction A cooperative is an enterprise owned and run by its members who share its profits and benefits (Tremblay et al, 2019). The International Cooperative Alliance (ICA) defines cooperative enterprise as an organizational form that practitioners and scholars accept as people-centered enterprises, controlled, and run by and for their members to achieve mutual economic, social, and cultural needs and objectives (Battaglia et al. 2015; Benavides, Ehrenenhard, 2015). Furthermore, ICA described a cooperative as an organization that is independently managed by a united group of people, founded on the principles of democratic leadership aimed toward meeting the socio-cultural needs of its members. The passing of RA 9520, otherwise known as the Philippine Cooperative Code of 2008increased thecooperatives' members in February 2009. The law provides to meet the economic and technological issues aligned with the international provisions on cooperatives. Also, the said code is an enabling provision to empower many cooperatives, impacting economic progress. Based on the Cooperative Development Authority (CDA) Annual Statistics on Operating Cooperatives in 2018, there were 18,065 Operating Cooperative. However, only 62% of the Operating Cooperatives were Reporting Cooperatives, 32% is Non- Reporting, and 6% were Newly Registered Cooperatives. In 2017, there are 17,866 Operating Cooperatives, 69% is reporting, 25% is Non-Reporting and 6% are Newly Registered Cooperatives.(www.cda.gov.ph/resources/updates/statistics ). As of September 2019, CDA reports that 82 Billionaire Cooperatives across the Philippines show resilience in cooperative management.