Leveraging Internal Resources to Build Competitive Advantage: Basis for Marketing Framework for Chicara Supure Corp

Small and medium-sized industrial painting firms in Carmona, Cavite face growing challenges in adapting to digitalized markets, where referrals alone no longer ensure sustained growth. Despite possessing skilled staff and reputable brands, many fail to translate internal strengths into structured marketing strategies. This study aimed to assess Chicara Supure Corp’s internal resources and competitive advantages to inform the development of a tailored Integrated Marketing Framework. A descriptive qualitative design was employed, with Focus Group Discussions conducted among 25 managers and senior employees from Chicara and four competitor firms. The VRIO (Value, Rarity, Inimatibility, and Organization) framework guided thematic analysis of tangible resources, including financial, physical, and technological assets, and intangible resources such as human capital, culture, reputation, and intellectual property. Competitor firms demonstrated strong VRIO-aligned resources, including advanced equipment, collaborative culture, and innovation, providing sustained competitive advantage, while Chicara exhibited potential through its conveyorized production line, in-house jig fabrication, brand reputation, and disciplined workforce, although financial and manpower constraints limited growth. Integration of these resources into an Integrated Marketing Framework highlighted opportunities to enhance efficiency, responsiveness, and client trust while addressing areas for improvement. VRIO-aligned internal resources are critical for sustaining competitive advantage in industrial painting SMEs, and Chicara’s strongest assets, combined with strategic marketing actions, can improve differentiation, brand credibility, and long-term market positioning. Adoption of the framework is recommended, alongside addressing financial and technological gaps, while future research should validate its application across industries and include customer perspectives.