Entering the Philippines: a 12-point pre-launch checklist
Before spending on research, use this checklist to judge readiness — and the three traps that catch most first-time entrants.
What this checklist solves
Most market-entry projects fail not from insufficient research but because basics were never settled. Answer these 12 items in the kick-off meeting.
Product and compliance
- Is the HS code confirmed, and is classification disputed?
- Does the category need registration or mandatory certification? Who files?
- Do labels and instructions meet local-language requirements?
- Has the trademark been searched and registered in the Philippines?
Market and channel
- Is the target price band derived from retail price backwards, not from ex-works plus markup?
- Are competitor share and channel distribution clear?
- Do target channel capital and inventory requirements match your capacity?
Commercial terms
- Can MOQ and first-year target be supported by capacity?
- Who carries payment-term and FX risk?
- Is there a defined after-sales and returns mechanism?
- Is local promotion budget ring-fenced rather than squeezed from margin?
- Does the project lead have authority to decide price and terms locally?
The three most common traps
- Applying Chinese channel logic: retail concentration, island logistics and payment habits differ sharply;
- Treating certification as one-off: certificates expire and change; ignoring upkeep causes stock-outs;
- Exclusivity without investment: exclusivity must be tied to marketing spend and minimum purchase, or the channel simply blocks the shelf.
Next step
If three or more items cannot be answered, run a focused market and access study before appointing a distributor.
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