Business Pol.

& Strat - Final Paper

KERYGMA
Shepherd’s Voice Publications Inc.
(Books retailer)

60 Chicago Street, Cubao, Quezon City, 1109, Metro Manila

Mr. Hermie Morelos

President of the Company

GROUP MEMBERS:
Antonio, Angelica
Casauay, Mariellie
Ga-an, Joseph
Toledo, Hannah
(4EMC2)

1. WHAT IS YOUR BUSINESS ABOUT? WHAT IS THE HISTORY BEHIND IT?

Shepherd’s Voice Publications is into the publication business -- books and magazines
…more of Christian messages and articles but slowly venturing into romance, suspense and
other markets (but still teaching Christianity).

Shepherd’s voice started by Br. Bo Sanchez, formerly known first as NISSI then
Kerygma (after 1 year of operations - means “God’s Word”), started hiring editors from 5
thousand copies to 25 thousand copies so had to charge people per copy to recover their
costs that’s why they started selling the materials after 25 years of publications.

Other published materials: FISH magazines (for students), MASTER MAGAZINE (for young
boys), and books (Best seller: Bakit ka pa single)
2. WHEN WAS THE COMPANY PUT UP?
The company was put up in the year 1990, and is currently on its 27th year of operations.

3. WHAT ARE THE SHORT AND LONG TERM GOALS OF THE COMPANY?
Long term goal - To be the number Christian magazine of choice and to help the light of
Jesus in making one million disciples.
- “One voice, one message” - What was preached will be published in
Kerygma; same topic
Short term goals - To sustain operations, to continue serving the world through the
magazines.

4. WHAT ARE YOUR COMPANY’S CORE VALUES?

Teamwork, Integrity, Fun, Excellence and Innovation

5. HOW ARE YOUR POLICIES FORMULATED IN THE COMPANY? WHO ARE THE
PEOPLE INVOLVED IN CREATING IT?
The management team, Shepherd's Voice Publications Management Committee reviews
previous general policies and come up with more comprehensive policies. They formulate
policies and procedure which is done every year during their strategic planning every January
or December of the year which is attended by the managers, supervisors and top line
managers.

6. WHAT ARE SOME EXAMPLES OF YOUR BUSINESS POLICY?

Customers first - you don’t just satisfy the customer but you delight. Going for the extra mile
and providing extra service.

7. HOW DO YOU COMMUNICATE THE POLICIES TO YOUR EMPLOYEES?

Formal = written. Every month they have a prayer meeting called Feast, after that, there is
time given to cascade new policies, vision and mission and roles of everyone. In order for
everyone to know the action plan of the company.
What are the mission and vision:
Vision: To be the number one inspirational catholic publication company
Mission: To be able to serve the one million disciples through the teachings of God
- They changed it and made it simpler so that every employee will be able to memorize and
internalize.

8. ARE YOUR POLICIES FLEXIBLE TO THE NEEDS OF YOUR STAKEHOLDERS?

Yes, they make their policies flexible for the stakeholder. However, for morals, their policies
are not changed. An example is reporting hours, they inforce flexible time in consideration of
the traffic and the needs of the employees. They operate on the basis of trust, they trust
people. They are focused more on the outputs and deliverables of each employee at the end
of the day.

9. WHAT ARE THE PROBLEMS YOU ENCOUNTER IN YOUR COMPANY?

Problem = Finance. They only reach their breakeven point. They do not expect much profit
but allow margins in order to give benefits to their employees

10. DO YOU USE ANY SPECIFIC STRATEGIES TO SOLVE THIS/THESE?

Ebooks and audiobooks to reduce costs which is a danger to the company. A change in
their platform will require a large amount of money. However, they are looking into alternatives
to keep their company alive and within the online trend. They cannot reach the goals and
objectives of the company if they continue to have the same set up.
11. HOW DO YOU EVALUATE YOUR BUSINESS AND EMPLOYEES’ PERFORMANCES?
Originally, they ask 3 questions, what are your 3 most important objectives set out for the
year and based on the actual result, they will compare it. But now, they will factor in different
criterias not only focusing on the output but also how the employee lives out the core values
of the company. Balance in scorecard should be well rounded with core values, productivity,
and impact to the clients. Not only looking at the monetary values. They hired an HR staff to
do the evaluation in order to revisit the overall performances of the employees.

12. HAS THERE BEEN ANY REVISION(S) TO THE POLICIES FORMULATED WITH
REGARDS TO THE CHANGING NEEDS OF THE COMPANY AS IT GROWS? (In relation
to #7)
Yes, before they relied on printed books but due to technological advances, ebooks and the
internet, they had to undergo change. If there is a necessity for change, they will amend but
they will not change their values.

What tips do you have for us Entrepreneurial Management students with regards to
policies, business strategies and employee management?
1. As future entrepreneurs, you have to trust God. There should always be trust in the
lord.
2. Pray and dream big.
3. Take care of people. People are assets, they are more important than the profits, than
everything else in the company. If you take care of people, they will respond and take
care of you. They do not care how much you know until they know how much you care.

When he took over the company, his guiding principles has been “They do not care how much
you know until they know how much you care”. He asked his employees to smile, got their
names, got to know everyone not only the name but also their wives and children. If you show
them that you care, they will respond.

Are there policies or practices that makes you different from others?
Kerygma books are ahead from their competition in the Philippines.
The relationship they built with their employees is what they are proud of. How they care
about their internal and external customers. Internal being their co employees and what you
show them is also what you will bring to the table for your external customers.

Analysis:
Kerygma stands strong in pursuing to offer good Christian materials that mainly target young
adults and families to keeping their faiths. Although the company first started off not
considering the idea of making profit out of its good mission, they had to sell their copies 25
years after to sustain their expenses.
Aside from their good reason for existing, Shepherd’s Voice Publishing INC. is continuing
to advance in this modern age. Their choice of going for the online tools such as ebooks and
online articles are helpful to lessen their costs and offer the materials to more people, anytime
and anywhere.
Kerygma when searched online has a website that sells their items (online store), another
site called “Kerygma Magazine” (blog) that contains daily posts and updates that contain those
articles found in their magazines, and another “Kerygma TV” streaming that encourages
families to watch just how they watch local tv channels to learn more about God’s word. But
they fail to provide an actual site that says more about their company and all the other
information like their mission, vision, history, and etc.

Recommendations:
 We would advise that they put up a more solid internet source to begin with as they continue
to go for the “online channel” they are entering to avoid costs. This way, more people could
learn about them and reach them for partnerships, sponsorships, and other opportunities.
Although earning profit is still not part of their goals, but to simply break even and sustain
their company, it would still be recommendable that their management strive to earn profit and
use the money to take their company at least to greater heights - that way to also enter more
channels and reach more people so as to reach their vision and that is to become the number
one inspirational catholic publication company.

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