Chapter 1 COMPANY PROFILE A.

History Goldilocks Bakeshop is a bakeshop chain based in the Philippines, which produces and distributes Philippine cakes and pastries. The chain was named after Goldilocks, a character from the fairy tale Goldilocks and the Three Bears. Goldilocks was first opened in 1966 as a family business and started in a one-door apartment of a two-story structure on Pasong Tamo Street, Makati City. It has established 192 branches throughout the islands. Two young women, sisters Milagros Leelin Yee and Clarita Leelin Go, now affectionately known by everyone else in the business as "The Two Moms", started the original Filipino Goldilocks, buoyed by the compliments they received on their home baking, particularly the fabulous cakes they took to their friends and relatives on every occasion. Along with their sister-in-law, Doris, started this team long before there was a bakeshop. They decided to open a small bakeshop along to the Pasong Tamo Street, Makati. The sisters have already been dabbling in the business for some time ---Milagros, by supplying chiffon slices to a number of Manilas canteens, and Clarita, by baking and decorating cakes during special occasions in Bicol --- when they decided to take their hobby one step further. They began in the family kitchen, with their family as their first "customer." And when they decided to open a full-

fledged bakeshop, another sister suggested the name Goldilocks. The fairy tale character, they agreed, seemed to suggest luck. On the first day of operation, all Goldilocks products were sold out. It had a little to do with luck, of course, Goldilocks' brazo de mercedes, sansrival, marble and butter slices, among other bestseller goodies, were sold just as fast they could bake it. To date, Goldilocks has 18 stores in the United States, two in Canada, and one each in other Asian locations such

as Thailand, Singapore, and Hong Kong, all of which are frequented by Filipinos and local people alike. There are plans for more branches on the East Coast of the United States as well as in the Middle East where many Overseas Filipino Workers reside. Since Goldilocks opened in Las Vegas, Nevada and San Diego, California in 2005 and 2006 respectively, they have become popular destinations for Filipinos craving for a taste of home. The Bakeshop's main products include cakes, breads, sweets, and pastries. Some branches incorporate a Foodshop, offering Philippine cuisine, including beef, chicken, pork, seafood and vegetable dishes as well as their Thirst Quenchers, such as halo-halo, gulaman, fruit

salad and sago. The official website of Goldilocks bakeshop in the Philippines is http://www.goldilocks.com.ph/

B. Milestone 1966 On a cheerful day in May, the first Goldilocks branch opens in Pasong Tamo, Makati. This "Once Upon a Time" will flourish into a "Happy Ever After" in due course. 1968 Goldilocks marches along and opens its second branch along Taft Avenue, Manila. 1969 Parties and celebrations become more delightful, as Goldilocks extends to catering services. 1976 United States, here we come! Goldilocks plants the Philippine Flag overseas by opening an outlet in Los Angeles, California. 1981 As the country celebrates the beatification of its first Saint, San Lorenzo Ruiz, Goldilocks is tapped as the official caterer for the visiting Pope John Paul II. 1984 Goldilocks continues its international expansion by opening in Vancouver, Canada. 1991

The Goldilocks family gets bigger through its franchising program. Great news for entrepreneurs! 1994 Goldilocks puts happy faces in their cakes - quite literally - as it introduce the trend in computerized edible portrait cakes. 1995 Di a nami sa Sugbu! Goldilocks launches its Cebu commissary to better serve the southern market. Padayon ang Lami! 1996 The once-small bakeshop comes of age: Goldilocks exceeds 1 billion pesos in revenue. 1999 Here's to a happy hundred! Goldilocks opens its 100th store. 2001 New look, same goodness: Goldilocks updates its store design and visual elements. 2002 Didto sa Davao, na ay Goldilocks na! Beginning in Luzon and extending to the Visayas, Goldilocks now reaches Mindanao. 2003 Another reason to visit the "vacation capital of the Philippines": Goldilocks opens in Baguio City.

2004 Viva Las Vegas! The USA now has 17 Goldilocks stores across key cities. 2006 Goldilocks celebrates 40 Thoughtful Years in the Philippines. Accordingly, the country's number one bakeshop reaches 5 billion pesos in sales and opens its 200th store. 2007 Come and see how Goldi-good things are made! The Goldilocks Cake City Tour opens its doors, to the delight of kids and kids at heart. 2009 Mother Earth joins the celebration: Goldilocks is recognized for its environmental activism and eco-friendly production systems. 2010 Goldilocks says Sawadee! The Company's Asia expansion begins with its first store in Bangkok, Thailand. Goldilocks opens its 300th store in Quezon City. 2011 Goldilocks celebrates its 45th year anniversary.

C. Logo

The Goldilocks Logo is inspired with color blue, which means trust, honesty and dependability in order to promote customer loyalty. Then color gold means happiness, which the company wants in every customer to feel. D. Vision-Mission Vision Goldilockswill be the leading Filipino Global brand that will fulfill the changing customer needs through world-class products and services in the markets. Mission To foster a culture of a value driven company through: state-ofheart technology and systems; employee engagement by providing opportunities for growth in an environment that is conducive for active and innovative thinking; fair return of our business partners; active involvement in relevant social responsibility projects. E. Organizational Chart

Freddie Go Chairman

Richard Yee Persident

Franklin Go VP/ Store Operations Director

Evelyn Ganayco MFG Director

Pinky Yee Marketing Director

Prydix Dizon Finance Director

Laurence Chin Technival Services Director

Cielo Rivera HR Director

Figure 1.1 Organizational Chart Duties and Responsibilities: Chairman The duties and responsibilities of Chairman are as follows: Leads the management to ensure effective working relationships Leads the management in the day-to-day running of the

Corporations business in accordance with the business plans and within the budgets Develops and proposes the Corporations strategies and policies

President

The president is responsible to enhance and/or develop, implement and enforce policies and procedures of the organization by way of systems that will improve the overall operation and effectiveness of the corporation. VP/ Store Operation Director VP/Store Operation Director oversees the daily operations of the store. He is in charge of ensuring that store operations run smoothly. He also solves problems as they arise and makes various decisions regarding the store or its customers. MFG Director The Director of Manufacturing is responsible for overseeing

manufacturing and leading key initiatives to improve manufacturing efficiencies and plant operations, develop and maintain plant operations by efficiently and profitably meeting company standards and improving the companys competitive position. Marketing Director Determines annual and gross-profit plans by forecasting and developing annual sales quotas for regions; projecting expected sales volume and profit for existing and new products; analyzing trends

and results; establishing pricing strategies; recommending selling prices; monitoring costs, competition, supply, and demand. Finance Director He is responsible to develop and maintain timely and accurate financial statements and reports that are appropriate for the users and in accordance with generally accepted accounting principles (GAAP)Develop, implement, and ensure compliance with internal financial and accounting policies and procedures

Technical Services Director He is responsible for managing and directing the companys technical services for all company products.

HD Director HR director is responsible to take a leadership role in developing a culture that enables employees to perform in accordance to a firms objectives. HR directors effectively plan, design, develop and evaluate human resource-related strategic goals. initiatives that support organizational

F. Branches Metro Manila

Caloocan Las Pias Makati Malabon Mandaluyong Manila Muntinlupa Paranaque Pasay Pasig Quezon City San Juan Taguig Valenzuela Marikina Luzon Ilocos Region (Region I) Pangasinan La Union Ilocos Cagayan Valley (Region II) Isabela Baguio / Benguet Central Luzon (Region III) Bulacan Pampanga

Bataan Nueva Ecija Nueva Viscaya Tarlac Zambales CALABARZON (Region IV-A) Cavite Laguna Batangas Rizal Quezon Bicol Region (Region V) Naga Iriga Visayas Western Visayas (Region VI) Bacolod Iloilo Roxas Victorias Central Visayas (Region VII) Cebu Danao Dumaguete Lapu-Lapu Mandaue Tagbilaran

Eastern Visayas (Region VIII) Maasin Ormoc Tacloban Toledo Mindanao Zamboanga Peninzula (Region IX) Zamboanga del Sur Dipolog Northern Mindanao (Region X) Cagayan de Oro Iligan Misamis Occidental Davao Region (Region XI) Davao Digos Panabo Tagum SOCCSKSARGEN (Region XII)

Cotabato General Santos Koronadal G. Location Map

Figure 1.2 Goldilocks Bakeshop Goldilocks now has many branches not only in the Philippines but also other country, but the focus of our study is one of the branches in La Union which located in National Highway Brgy. 3, San Fernando City, La Union. The figure above is the location map of the said bakeshop.