II.

Brief History of Organization

On May 15, 1966 the sisters Milagros and Clarita opened a small bakeshop on a 70 sq m

space on the ground floor of a 3-storied building on Pasong Tamo, it had 2 display cases and 10

employees to bake, cook, and pack several products. 1st Day sales amounted to only ₱574.00 (or

just over $10 in today’s economy).

Their continued success promoted the decision to open as a coffee shop (a novel concept then)

one year later. On 4 tables and a handful of chairs. Goldilocks customers were served “short

orders” of sotanghon and pancit palabok, arroz caldo, fresh lumpia, ham sandwich, and halo-

halo. 2 years later, a 2nd store was opened in Mandaluyong and on the same year, the first

commissary was set up beside the 3rd branch.

It was also in 1969 that Goldilocks began its catering business, companies like Philippine

Airlines, Air Manila, Filipinas Orient and Monte de Piedad were the first to avail of this service.

This eventually led to numerous catering opportunities for Malacañang functions that included

the 1981 visit of Pope John Paul II for the beatification of Saint Lorenzo Ruiz. In the 1970s the

first Goldilocks store in the U.S. opened in Artesia, CA. The store was a great success in

bringing the Filipinos’ favorite goodies to the community that more stores quickly opened in the

Bay Area, San Diego, and Nevada.

The 80’s began with Goldilocks ready to take on industrial requirements. Shortly after,

Goldilocks became a direct supplier to topnotch food conglomerates like McDonalds Philippines.

Bread buns, puff pastries, muffins, french bread, and sandwich breads were developed to fulfill

the demands of a growing clientele. Goldilocks reached other milestones when in 1984, they
opened their 2nd branch in Vancouver, Canada in 1986, they established their first mall branch at

SM City North Edsa.

Following the success of this branch, the company opened stores in various locations

within Metro Manila. Today, it’s hard to imagine a major mall without a Goldilocks Store. The

succeeding decade was distinctly eventful for Goldilocks President and now Chairman, Mr.

Freddie Go Sr. began in 1993, opening the doors for Filipino entrepreneurs to share in the growth

of the brand. In 1995, the Cebu commissary was established to serve the Southern Region. Its

100th store was opened in 1999. Within the first 10 years of the new millenium, Goldilocks had

several noteworthy achievements in terms of national and global expansion. The Goldilocks

store in Davao kicked off its Mindanao operations in 2002. Two years later, a 17th US outlet

opened in Las Vegas, Nevada. During the company’s 40th year anniversary in 2006, Goldilocks

marked the year by opening its 200th store in the Philippines.

In 2015, Goldilocks opened new stores in the Los Angeles Area. In March 2016, another

store located in Carson, CA started serving the Filipino and growing mainstream followers of the

Filipino cuisine. In the year 2017, Goldilocks opened its doors to the Daly City residents when it

opened its new South San Francisco location. This store caters to the highly popular city for

Filipinos which is the largest city in the San Mateo County.

After more than five decades of being part of Pinoy culture, Goldilocks again modernizes its

look and enhances its brand identity – ensuring that the country’s number one bakeshop remains

fresh and relevant for generations to come. In 2016, to commemorate its 50 Golden years,
Goldilocks stores have opened in Asia and North America. Now with more than 600 stores in the

Philippines, Bangkok, Thailand, Canada, and the U.S. comprising of outlets in Northern and

Southern California and Las Vegas, Nevada.

III. Organizational Mandate/Vision/Mission/Goals

Goldilocks Brand

The bakeshop that has become an integral part of the Filipino way of life.

Goldilocks Value

“The Goldilocks brand boils down to simple Filipino values. Thoughtfulness. Care. Love for

family. Excellence.”

The popular book collection "You Know You're Pinoy If…" lists 92 items that cleverly

capture the unique idiosyncrasies, essence, and character of the Filipino way of life. All right up

there with "You keep a tabo in your bathroom and "you eat rice for breakfast" is "Goldilocks

means more than a fairy tale character to you", proving just how much Filipinos have accepted

Goldilocks as a cultural fact of life. Indeed the Goldilocks brand boils down to simple Filipino

values. Thoughtfulness. Care. Love for family. Excellence.

And while it is overwhelmingly evident that Goldilocks has an indelible brand identity in the

Philippines, it is also an identity that can be easily communicated and adapted to new markets

abroad. As shown by its strong international presence, Goldilocks is a global brand that has

successfully provided 100 percent Filipino alternatives to a wide range of desserts, snack foods,
and breads, proving that the Filipino can produce high-quality products at par with the best of the

rest of the world.

Goldilocks Mandate

Goldilocks mandate Global Expansion Well-loved, homegrown enterprise primed to serve

the rest of the world.

IV. Organizational Structure

Freddie Go
Chairman

Richard Yee
Persident

Franklin Go
VP/ Store
Operations Director

Laurence Chin
Evelyn Ganayco Pinky Yee Prydix Dizon Cielo Rivera
Technival Services
MFG Director Marketing Director Finance Director HR Director
Director

IV.I Organizational Chart

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 Corporation’s business in

accordance with the business plans and within the budgets

• Develops and proposes the Corporation’s 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

company’s competitive position.

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 company’s 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 firm’s objectives. HR directors effectively plan, design,

develop and evaluate human resource-related initiatives that support organizational

strategic goals.

V. Issues/Opportunities of the Organization

A Goldilocks economy is not too hot or too cold but just right—to steal a line from the popular

children's story Goldilocks and the Three Bears. The term describes an ideal state for an

economic system. In this perfect state, there is full employment, economic stability, and stable

growth. The economy is not expanding or contracting by a large margin.

A Goldilocks economy is thus warm enough with steady economic growth to prevent a

recession; however, growth is not so hot as to push it into an inflationary status.

SWOT Analysis

Strength Weaknesses

Goldilocks has already established strong brand name  A Goldilocks economy describes an ideal state for

giving it reputation in customers’ minds. This gives an economy whereby the economy is not

business the great leverage to influence pricing in expanding or contracting by too much.

the industry in Asian, Mexican, American and  Only focused on 20-40’s group

Indian markets
Opportunities Threats

Steady gross domestic product (GDP) or economic  Changing taste preference: Taste preference of

growth. customers not only in this industry changes over

Emerging Markets: There are some fast growing time.

regions which gives Goldilocks’ business and  Increasing number of direct and indirect

product line expansion opportunities. competitors: Affects the organization’s ability to

sustain and expand the customer base.

Strength are as follows:

name, describing situations that are "just right" amid two extremes.

 Customer loyalty: Customers are loyal to Goldilocks so instead of targeting all customers,

they only need to target new customers

 Strong branding: Goldilocks has already established strong brand name giving it reputation

in customers’ minds. This gives business the great leverage to influence pricing in the

industry.

 Employees are cross-trained: Employees are not just trained with the skills needed for a

specific job but are trained on skills that can be applicable to any other kind of job inside the

company which is an effective way to make their employees efficient and multiskilled.

 Competent and committed human capital: Where this powerful source made an advantage

on Goldilocks especially so that this business is service oriented in nature.

 International taste: Asian, Mexican, American and Indian Based

Weakness are as follows:

 Slow Growth: A Goldilocks economy describes an ideal state for an economy whereby the

economy is not expanding or contracting by too much.

 Asset price inflation: An increase in the prices of stocks, derivatives, bonds, real estate, and

other assets will earmark a Goldilocks economy. This increase is difficult to see when using

broader measures that gauge real economic growth.

will charge a borrower when they lend money. Market interest rates have a basis on the

overnight rate set by the Fed, which dictates the rate banks charge to lend to one another.

 Low inflation as measured by the quantitative-based—based on a number—consumer price

index (CPI) and the producer price index (PPI) also identifies this golden economic state.

Inflation describes the purchasing power of a nation's money.

 Difficulty in Software delivery process: Over the last 15 years, Goldilocks have had

difficulty with the entire software delivery process, but two artifacts in particular became a

recurring problem. The problem stems from the Goldilocks principle: one of these artifacts is

much too big to overcome efficiently, and one of them is much too small to make a

significant impact.

 Inability to understand customers’ needs and expectations

 Only focused on 20-40’s group: Their products are only focused on the range of 20-40

years old unlike other brands like Red Ribbon which they improved their products featuring

the need and attraction of children who are really one of the target customers in terms of

these products.

Opportunities are as follows:

 Steady gross domestic product (GDP) or economic growth: This is the most cited indicator of

the Goldilocks economy. GDP is a broad economic measure of the value of all services and

finished goods produced in a country and is a direct indicator of the health of an economy.
 Low unemployment: A low unemployment rate, most commonly known as the U3 rate, defines

the number of people willing and able to work but unable to find gainful employment, and who

have sought work in the past four weeks. The U.S. Federal Reserve (The Fed) estimates a

normal rate to fall somewhere between 5% and 6.7%.1

 Online market: This gives Goldilocks the ability to greatly expand their business to a much

wider scope of audience.

 Emerging Markets: There are some fast growing regions which gives Goldilocks’ business and

product line expansion opportunities.

 Growth in the population: Particularly in the existing or potential customers in this generation.

This is also an opportunity for new competent human resources.

Key Opportunities

 A Goldilocks economy has steady economic growth, preventing a recession, but not so much

growth that inflation rises by too much.

 A Goldilocks state is also ideal for investing because as companies grow and generate positive

earnings growth, stocks perform well.

 Goldilocks economies are temporary in nature, as seen by the boom and bust cycles.

Threats:

 Changing taste preference: Taste preference of customers not only in this industry changes

over time.
 Shortage of skilled labor: Shortage of skilled labor in the market can make it difficult for the

organization to attract talent with the right skills set.

 Increasing number of direct and indirect competitors: Affects the organization’s ability to

sustain and expand the customer base.

VI. Identification of most pressing Issue/Best Opportunity

Best Opportunity is Steady gross domestic product (GDP) or economic growth: This is the

most cited indicator of the Goldilocks economy. GDP is a broad economic measure of the value

of all services and finished goods produced in a country and is a direct indicator of the health of

an economy.

Most Filipinos consider Goldilocks not only a brand, but also a Filipino Institution. In

fact its popular tagline, "How thoughtful, how Goldilocks" has evolved over the years into "How

thoughtful, how Pinoy (colloquial for 'Filipino')", and later to "Ang sarap magmahal ng Pinoy!",

embracing a culture and tradition that goes beyond the name. Now, on its 47th year, Goldilocks

further highlights its position as the leading bakeshop brand in the Philippines with its new

tagline, "You're the 1, Goldilocks!". Yet Goldilocks has also decided to reposition itself as a

global brand- as a well-loved, homegrown enterprise primed to serve the rest of the world.

Following the principle of "thinking global, strategizing regional, and acting local", it maintains

the exact homegrown goodness of its products in overseas markets, but endeavors to acquaint

multicultural tastes with its menu items as well.

Filipino Retailer for 2006 in the Food Retail Category, and elevated to a Hall of Fame in 2010 in

both the Bakeshop and Franchise categories by several award-giving bodies such as the

Consumer Union of the Philippines, Parangal ng Bayan, and the Philippine Franchise

Association. It was also awarded by DTI – Philippine Retailers Association the Outstanding

Filipino Retailer for 2006 in the Food Retail category and in 2010 Hall of Fame Award for

Outstanding Filipino Retailer

 11 STORES

IN UNITED STATES

As a result, its hold in the international market continues to strengthen. From one branch in Los

Angeles, California in 1976, Goldilocks has expanded to other key cities in the United States

such as San Francisco, Las Vegas, Sacramento, and San Diego, for a total of 11 U.S stores.

2 STORES

IN CANADA

Its first outlet in East Coast will soon open, with others sure to follow. Likewise, the two
Goldilocks outlets in Canada will undoubtedly encourage more branches to open due to its

remarkable success.

6 STORES

IN THAILAND

Most recently, Goldilocks has opened 6 stores in Thailand. Goldilocks has also tapped markets in

several other Southeast Asian countries such as Singapore, and Hong Kong. Moreover, it has

received a considerable number of requests to open in the Middle East, mostly from Overseas

Filipino Workers and expatriates.

Most pressing Issue

Increasing number of direct and indirect competitors

Goldilock’s’ business idea although isn’t completely unique, has no real mainstream

competition. Eating out and healthy is also not a new thing. Many times when Americans go

out to eat; we look for the atmosphere, food aesthetics, price and location. How many times do

menus offer nutritional content? If we knew exactly how many calories, sodium, preservatives

and origin of our ingredients in our favorite dish at our favorite restaurant, most of us would

think twice.

VI.1 Direct Competition

 Big Restaurants

 Other Famous Bakeshops

 Healthier alternatives

VI.2 Indirect Competition

 Local Farmer’s markets

 Organic grocery stores (Whole Foods, Trader Joe’s, Safeway, Harris Teeter,

Publix, Vons, Ralph’s

 Specialty grocery stores (non-chain stores)

 Specialty restaurants (vegetarian, raw, whole grain, low carb)

VII. References

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