This document analyzes the expansion of a telemedicine company into the Philippines by examining the country's political, economic, and business environment. The key points are: 1) The Philippines has a stable political system with some corruption issues and an ongoing conflict in the Bangsamoro region. Economically, it has a mixed market structure and growing service sector suitable for telemedicine. 2) Imports and exports are diversified with a trade surplus, and GDP is split between agriculture, industry, and services. Economic indicators like inflation, interest rates, and unemployment are managed within target ranges. 3) Foreign investment is increasing rapidly in the country, demonstrating its attractiveness. Overall the analysis finds the Philippines presents opportunities for

1. Running Head: COUNTRY ANALYSIS 1
Country Analysis
Richard Mike Faris
Regis University
December 6, 2015

2. COUNTRY ANALYSIS 2
Abstract
Globalization is a reality in today’s business environment and requires strategic planning.
Trade barriers, cultural requirements, and country expectations are redefining business strategy.
As the business world shrinks due to globalization, then companies begin to look at expanding
abroad as an option. Knight and Cavusgil (2004) state, “During the past couple of decades, the
volume of global business activity has increased dramatically, and is associated with the
emergence of mechanisms and infrastructures that are facilitating the internationalization of
countless smaller, entrepreneurial firms” (p. 137). The due diligence to understand the
international economic climate a business is entering is increasingly critical to mitigating
potential risks. Analyzing the country’s economic indicators is highly important in the decision
process of expanding abroad.
The paper analyzes the expansion of a telemedicine company into the Philippines.
Furthermore, imports, exports, and the gross domestic product mix analysis provide a quick
macro view of the economic health. The economic indicators including inflationary trends,
interest rates, economic development, employment, fiscal and monetary policies, and population
demographics provide depth to the analysis. Labor force and legal structure, economic history,
external shocks and foreign direct investment analysis provide added value and willingness of
other foreign companies to open abroad. The analysis provides the telemedicine company a
view of the economic health, risks, and potential ease of navigation within the economy.

3. COUNTRY ANALYSIS 3
Country Analysis
Globalization is increasing important in business strategy and extends beyond large
companies or existing multinationals. Smaller, nimble, and entrepreneurial firms are rapidly
finding new and exciting opportunities abroad as they entertain strategic expansion. Knight and
Cavusgil (2004) state, “Electronic interconnectedness in particular is driving the emergence of a
borderless global economy” (p. 137). As the world shrinks due to globalization, risks and risk
mitigation remain critical components in the strategic expansion.
Expansion risks are exponential when moving abroad due to distance, culture,
regulations, economic conditions, business environment, political stability, and many other
factors. The article Managing Risk Abroad Requires Strategic Foresight (2014) state, “A
midsize company must set its international strategy and mine its resources before deciding how
to manage its risks when expanding abroad” (para. 1). Time spent researching and setting a
strategic initiative are an investment in the future success of a company. The upfront investment
includes companies with existing experience doing business abroad and others who are
entertaining moving abroad for the first time. The purpose of this paper is to analyze the
political structure and politics, economic structure and the economy, imports and exports, and
economic indicators in the Philippines for a telemedicine company.
Background
The roots of telemedicine began with video conferencing between doctors and patients
and dates to the 1970’s. With the advent of lower cost smartphones in 2007 and the iPad from
Apple Inc. in 2010, the telemedicine industry took off. The quality of images in some
applications is sufficient to allow clinical evaluation of injuries, medical condition, and remote

4. COUNTRY ANALYSIS 4
surgeries. Innovators and developers realized an opportunity to expand video feeds with remote
monitoring and transmitting basic vital signs using devices that plug into the new mobile
technologies. The newer integrated telemedicine systems development expands into disaster
recovery and rural regions across the world in developed and some developing economies. As
the cost of integrated telemedicine drop and accessibility to broadband Internet service increases
underdeveloped markets become primary targets for expansion, including the Philippines.
The Philippines includes over 7,000 islands spread over 3,000 square kilometers with
approximately 1,000 being uninhabited islands. Internet service is available in most areas while
extremely remote areas require a broadband global area network (satellite) for access.
Furthermore, access to traditional health care in remote areas is a challenge. According to
Western Pacific Region World Health Organization (2012), “Achieving Universal Health Care
for All Filipinos is the Philippines Government’s continuing commitment” (p. 1). Telemedicine
technology is uniquely qualified to assist the government in addressing health care and accessing
the most remote areas.
The opportunity for a telemedicine company to invest and expand into the Philippines
requires understanding the economic environment including the political structure and politics.
The telemedicine company involved is a younger entrepreneurial company. Historically
expansion considerations include weighing risk factors. The company is operating in the
America’s, parts of Europe, and Africa. Debt to equity ratio is low, which is unlike most
technology companies. An operation in the Philippines is a consolation for entry into the Asian
area. The potential for public-private partnership is a new direction the company is weighing
potential risks.

5. COUNTRY ANALYSIS 5
Political Structure and Politics
Understanding the politics and structure provides a picture of government involvement,
stability, and potential barriers to doing business in the Philippines. The Republic of the
Philippines operates on a unicameral congress with a constitution. Multiple similarities exists
between the US, due to the US occupation before granting sovereign rights in 1946. The current
Constitution signed in 1987 followed a period of near autocratic rule under Ferdinand Marcos,
Sr. who ruled for years under the martial law. The constitution limits the presidential term to a
single six-year term with President Benigno Aquino III (current president) term set to expire in
May 2016. According to the Economist Intelligence Unit -EIU (2015), “Mr Aquino's term has
not been completely devoid of controversies and corruption scandals, but he leaves the
presidency with a fairly clean record and the confidence of investors” (para. 1).
The President and Vice President may be from different parties, as the law requires
separate listing. The Philippines has a multi-party system with a large number of candidates for
the upcoming election. Bloomberg Business (2015) states, “The new president will seek to
expand on Aquino’s success in curbing corruption, boosting growth and trimming the budget
deficit” (para. 5). A similar consensus is in the EIU analysis and follows popular unanimity with
the citizens. Furthermore, EIU (2015) states, “Political stability under a new administration is
likely to remain hostage to corruption that remains prevalent in the political culture” (para. 5).
Political corruption will continue to be an issue shortly. The current administration has
made inroads in transparency, and if the new President next year continues in this venue. Then,
hope over the longer run to reduce corruption is probable. An unresolved issue is the
Bangsamoro Basic Law (BBL) resolution to put the continuing political issue of militant Islamic

6. COUNTRY ANALYSIS 6
region to rest. The BBL is an explosive issue and needs resolution with the three front-runners
for President approaching the issue from different levels. Furthermore, the constitutional
separation of powers plus ongoing reforms bode well politically for the Philippines. Corruption
and BBL are a negative weight in politics and political structure, which need consideration. The
prognosis is neutral in the political area while the economic structure that government fosters is
positive for Philippines expansion.
Economic Structure and Economy
The economic structure of the Philippines experienced a shift to a mixed economic
structure in 1987. Michigan State University (n. d.) state, “The Philippines has a mixed
economic system in which the economy includes a variety of private freedom, combined with
centralized economic planning and government regulation” (para. 1). The shift to a more
market-oriented economy included privatization of government owned and controlled
businesses. The government set economic growth targets and engaged in planning with a goal of
reducing unemployment, poverty, and eliminating structures designed for the privileged.
Government decentralized and encouraged private initiative and investment. The shift to a
mixed, market-oriented economy is an inducement for the telemedicine company and relates
strongly to trends in the economy.
The Philippines is a developing economy with major sectors in agriculture, industry, and
the service sector. American business is increasing looks to the Philippines for business process
outsourcing (BPO), due to proficiency in English as a primary language. According to the Asian
Development Bank (n. d.), “The Philippines is often referred to as a country from which export
of services rather than manufactured goods is the principal engine for economic growth” (para.

7. COUNTRY ANALYSIS 7
1). The Philippines economy came through the 2008-09 financial crisis better than most and
continued to grow. PHILEXPORT (n. d.) state, “The Philippine economy grew 7.2% in 2013,
notching the second-fastest increase in Asia after China. The growth is attributed to the
expansion of investment and manufacturing as well as the strong performance of consumption
and services” (para. 1). The economy provides the environment, high level of the service
industry, and growth, which are advantageous for the telemedicine company.
Imports and Exports
The economy and structure analysis defines the ability to integrate industry into the
country while imports and exports address the health of the economy. The balance of trade
(BOT) is the difference between what a country export to the imports and is usually the largest
part of the balance of payment (BOP). Exports have grown year over year for the last six years
with a BOT slipping into deficit territory twice. CNN Philippines (2015) state, “BSP expects
2015's BOP position to reverse from 2014 and reach a surplus of $2.0 billion" (para. 3). BSP is
Bangko Sentral ng Pilipinas, the Central Bank of the Philippines. The BOT is the primary
contributor to the BOP and strong exports.
Furthermore, EUI rates for macroeconomic stability as 7.8 on a scale of one to ten (see
Appendix A). The rating takes into consideration imports and exports in dollars and the percent
change year over year. Looking at the export of economic blocks through March for 2014 and
2015 (see Appendix B); note high levels of exports to East Asia, with solid levels in the
European Union (EU), the US, and the Association of Southeast Asian Nations (retrieved from
the Philippine Statistical Authority). Reviewing the top ten exports by destination country
provides an even better balance in the exports picture (see Appendix C). The diversification of

8. COUNTRY ANALYSIS 8
exports destination provides strength in not being reliant on any one destination. Positive BOT,
diversification of destination country is a stability factor beneficial for the telemedicine company
as is the GDP mix resulting from the BOT.
GDP Mix
The GDP mix is approximately 11% agriculture, 31% industry, and 58% in the service
sector. The service sector is experiencing the greatest level of increases in the GDP, which is of
high importance to the telemedicine company due to increasing needs in this sector.
Furthermore, the Asian Development Bank is recommending expansion of the service sector.
The Asian Development Bank (2013) states. “foster economic development across social groups
and regions including poor and remote rural areas” (para. 1). Service sector needs include the
desire to implement a national universal health program; accessibility issues in remote areas, and
an expanding service sector fit the telemedicine company requirements.
The health care sector in the GDP importance is growing with telemedicine answering
multiple needs by allowing access nationally including remote areas and opening resources
cross-border as needed. The Asian Institute of Management (2011) states, “PPP in the health
sector may alleviate the issue of inequitable access to health care, particularly for the
inadequately serviced rural poor” (p. 1). Advantages to a public, private, partnership, (PPP)
allow greater latitude to assist government while tapping revenue from wealthy and foreign
expats. The Philippines is host to estimates over 300,000 American expats alone. Telemedicine
potential to impact GDP mix in an already healthy service sector is high. Philippine economic
indicators will shed more light on the potential needs for telemedicine.

9. COUNTRY ANALYSIS 9
Economic Indicators
Key indicators include workforce demographics, foreign investments, economic
development, government policy, economic development, and economic history. The indicators
provide depth in the needs for telemedicine implementation, resources available, and availability
of funding. Opening in a developing economy requires understanding risks such as government
labor laws, fiscal policies, and the ability to capitalize on potential funding. The economic
indicators include foreign direct investment (FDI) as a gauge of the willingness of other foreign
companies to open in the Philippines. Furthermore, understanding the inflation and interests rate
indicators are critical in developing countries in identifying risks associated with the return on
investment impacts of currency valuations.
Inflation and interest rates. In the 1990’s, inflation was running at 9% until
government policy implementation in 2002. According to the International Monetary Fund
(IMF), “Since the adoption of an inflation targeting framework in January 2002, Philippines’
inflation has averaged 4.3 percent” (p. 5). The government continues to seek a reduction in
inflation while being influenced by natural disasters such as typhoons (see Appendix D).
Government targeting framework includes inflation and interest rates. According to BSP, the
current “repo rate is 6%” and the “reverse repo rate is 4%” leaving a two point spread (see
Appendix E). Government tightening to reduce inflation may result in increased interest rates.
The advantages for the telemedicine company is having a gauge to project from and knowing
there will not be wild swings in either area due to government controls.
Economic development. The fiscal controls and economic development are part of the
government’s involvement. The National Economic and Development Authority Priority Plan

10. COUNTRY ANALYSIS 10
includes “Child Health Development Program, Health Facilities Program, Parenthood and
Family Planning, and Expanded Program on Immunization for Infants” (table). The Philippines
is looking for investments from public and private sectors while encouraging PPP. The Asian
Development Bank (2015) states, “The first $300 million loan is earmarked to support expanded
private participation in infrastructure investment through the promotion of public-private
partnership (PPP) projects” (para. 2). Economic development and PPP’s are a strong inducement
for the telemedicine company in potential funding, and strong government interest. Furthermore,
the Philippines see economic development as a tool to reduce unemployment.
Unemployment. In 2006, the Philippines government chose to change the method of
figuring unemployment in 2006. The unemployment rate stood at 8% in 2006 and is currently
running at 6.6 percent (see Appendix F). Government estimates put the underemployment rate at
17.9%. According to the Philippines Statistical Authority (2015), “Three-fifths (60.8%) of the
total underemployed were reported as visibly underemployed or working less than 40 hours”
(para. 8). The unemployment and underemployment impact the telemedicine companies by
providing a ready pool of employees and understanding high numbers may lead to
socioeconomic issues resulting in higher crime and potential for violence. The quality of the
potential pool includes the educational levels and literacy rates.
Educational levels and literacy. The Philippine literacy and educational data are from
the Philippines Statistical Authority and the 2010 census. The basic literacy rate is 95.6% of 68
million citizens ten years of age and above. The vocational school program supplements the
primary and secondary educational system. Approximately ten percent of the adult population
holds academic degrees. A strong correlation between disasters such as the financial meltdown

11. COUNTRY ANALYSIS 11
of 2009 and Super Typhoon Haiyan (Yolanda), plus poverty levels estimated at 25% impact
educational decision. For the telemedicine company the educational proficiency is better served
with a higher technical proficiency but understanding this is one of many government priorities.
Labor Force and Legal Structure. Literacy and educational levels provide a
proficiency level while the labor force and legal structure address sustainability of employment
pool and labor laws regulating business. Demographic data taken from the Philippines Statistical
Authority shows a median age of 23.4 years and an overall young workforce (see Appendix G).
Over half of the workforce is wage and salaried employees, over 54% of the workforce is in the
service sector, and 5.1% are professionals (see Appendix H). Each of these indicates a level of
expertise, a young labor force, with the need to develop on the professional side by the
telemedicine company. Furthermore, labor laws and the legal structure are robust in the
Philippines without being onerous. The structure includes common law, civil law, and criminal
law, similar in nature while recommending legal counsel for new entrants such as the
telemedicine company.
Foreign direct investment (FDI). Labor demographics and legal structure address
sustainability while FDI provides the direction other foreign organizations are currently taking in
the Philippines. According to Santander TradePortal (n.d.), “Between January and November
2014, FDI flows reached USD 5.7 billion, which represents a more than 60% increase compared
to 2013” (para. 1). The Philippines is experiencing a share increase of FDI inflows since 2011 as
seen in the World Bank graph in Appendix I. FDI is an indicator of foreign interest and is
showing substantial increases, particularly in BPO, which suggests the telemedicine company
needs to make a decision in the nearer term before other competitors locate in the Philippines.

12. COUNTRY ANALYSIS 12
FDI inflows are also a stability factor and a positive for companies opening offices abroad. FDI
is part of the fiscal policy in the Philippines.
Fiscal, monetary policy, and external shocks. The Bangko Sentral ng Pilipinas is the
central bank of the Philippines and sets rates and monetary policy using the direction of
government while the fiscal policy is in the government’s domain. The government has been
reducing public debt while ensuring sustainability. Shortly after Super Typhoon Yolanda the
Philippines added to public debt but toady is under control. The country bond rating provides a
key view of the health of fiscal and monetary policy. Fitch Rating outlook revised to positive in
September 2015 while indicating their commercial investment grade. Fitch Rating (2015) state,
“Philippines's senior unsecured Foreign- and Local-Currency bonds are also affirmed at 'BBB-'
and 'BBB' respectively” (para. 1). The rating speaks for the fiscal restraint and monetary
strength of the Philippines, which lowers interest when borrowing and is an inducement for
investment and stability, all key needs for telemedicine operation opening an office.
The ability to recover from external shocks is a measure of the fiscal, monetary, and
economic strength of a country. Super Typhoon Yolanda in 2003 is the worst natural disaster in
the Philippines history. The impacts of the disaster lasted years but today the economy has
bounced back and has become stronger than ever. In 2009, the world financial crisis that
impacted the Philippines economy resulting in a widening deficit. A key issue is the Philippines
ability to balance fiscal and monetary issue while continuing to exercise restraint and move back
into a growth mode without sacrificing debt burden. Philstar Global (2015) states, “The
International Monetary Fund (IMF) believes the Philippines would be able to survive external

13. COUNTRY ANALYSIS 13
shocks brought about by the slackening global economy on the back of monetary and fiscal
reforms being undertaken by the government” (para. 1).
Fiscal and monetary policy reforms and the resilience to recover from external shocks are
critical considerations for companies to open up an outlet abroad. The ability of a country to
address disasters and external shocks while returning stronger than before demonstrates a
government commitment to the citizens. The staying power and commitment in government is a
key ingredient in the consideration process of the telemedicine company. The use of fiscal and
monetary policy without abusing the system is an attractive consideration by multinationals and
a requirement of smaller entrepreneurial firms. Throughout economic history of challenges a
country faces demonstrates the strength of fiscal policy and commitment of government to
improve economic health.
Economic history. President Ferdinand Marcos imposes martial law in 1972 that lasted
until 1981. Agrarian reforms and multiple economic shocks occur with a culmination in 1986
with a revolution ousting President Marcos. In 1987, a new constitution was adopted containing
multiple reforms and the beginning of a return of government owned and controlled enterprises
back into the private sector. In 1997, the Asian Financial Crisis tested the resiliency of the
Philippines followed by Typhoon Yolanda in 2003 and the World Financial Melt Down of 2009.
The ability to come back stronger after each financial crisis is positive for opening abroad while
other internal factors need consideration. Internal issues of multiple coup attempts in
government, corruption, and issues in the Islamic region bear consideration and cast a note of
caution into the consideration.

14. COUNTRY ANALYSIS 14
Conclusion
The paper analyzes the political structure and politics, economic structure and the
economy, imports and exports, and economic indicators in the Philippines for a telemedicine
company. Moving abroad requires a comprehensive understanding of the risks associated with
the country under consideration. The economic factors are critical determining factors in such an
expansion. Consideration includes the potential risks and rewards the opportunity presents as
well as the culture and past historical events. Furthermore, research into the candidates for the
May 2016 election needs further study.

15. COUNTRY ANALYSIS 15
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16. COUNTRY ANALYSIS 16
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17. COUNTRY ANALYSIS 17
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18. COUNTRY ANALYSIS 18
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19. COUNTRY ANALYSIS 19
Appendix A
Five-Year Market Stability Indicator from Economist Intelligence Unit (n. d.)

20. COUNTRY ANALYSIS 20
Appendix B
Exports by Economic Block from the Philippine Statistical Authority (2015)

21. COUNTRY ANALYSIS 21
Appendix C
Top 10 Exports by Country – March 2015 - from the Philippine Statistical Authority (2015)

22. COUNTRY ANALYSIS 22
Appendix D
Total Inflation and Inflation Target Bounds: 2001-M1 – 2014-M4 from International Monetary
Fund (2014)

23. COUNTRY ANALYSIS 23
Appendix E
Key Rates from Bangko Sentral ng Pilipinas - Philippine Central Bank (2015)

24. COUNTRY ANALYSIS 24
Appendix F
Philippines Recorded Unemployment from Economist Intelligence Unit (n. d.)

25. COUNTRY ANALYSIS 25
Appendix G
Demographics by Age and Sex from Philippines Statistical Authority (2012)

26. COUNTRY ANALYSIS 26
Appendix H
Percent Distribution of Employed by Occupation from Philippines Statistical Authority (2015)

27. COUNTRY ANALYSIS 27
Appendix I
Foreign direct investment net inflows from the World Bank (n. d.)