HomeGAWI: Journal on Culture Studiesvol. 2 no. 2 (2017)

Marketability of Marikina-Made Shoes: Status of Marikina Shoe Industry

Messiah Reyes



The study aimed to determine the marketability of Marikina-made shoes despite the problems and issues confronting the Marikina shoe industry, such as the Trade Liberalization in the 1980’s that removed or reduced the restrictions or barriers on the free exchange of goods between nations which means that imports have flooded the local market. This research also looked at the technological advancement of Marikina Shoe Industry and how are they embracing the idea of modernization from manufacturing to marketing. Moreover, we also looked at the support that the industry receives from its local government. Benefits like tax incentives because some manufacturers have chosen to relocate to nearby towns where taxes are lower and helping them promote their products. This research overall provides valuable information regarding the status of Marikina Shoe Industry.