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Environmental Concerns of Goldilocks

In: Business and Management

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Part 1

A. Company History and Background

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!”

Goldilocks traces its roots to the collaboration and complementary talents of the women, whose collective love for good food fueled what has been transformed into the global enterprise today. Their love of food, two sisters, Milagros and Clarita and their sister-in-law Doris, gave birth to Goldilocks in the year 1996, when they decided to open a small bakeshop along Pasong Tamo Street in Makati. Maria Flor, a third sister, later suggested that they name the enterprise "Goldilocks", after the character in a fairy tale. The intention was to make it easier for children and their mothers to remember the bakeshop's name, and also because it suggested luck and prosperity.

Now on its 47th year, Goldilocks remains that company and more. At the forefront of its industry, the company enjoys a substantial lead over competitors in all aspects of performance. National consumer surveys have consistently identified Goldilocks as the landslide winner in customer satisfaction indices such as Awareness Conversion (the ability to translate brand awareness to actual trial) and Share of Heart (the emotional approach to measuring preference). From a small bakeshop, Goldilocks is now the largest Filipino-owned bakeshop chain in the world. As a true global brand, it has expanded to more than 420 stores in the Philippines and overseas markets, and now employs a workforce of over 2,000 people. Likewise, the opening day total sales of P574 back in 1966 have multiplied thousands of times over.

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. 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.

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. 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 22 U.S stores. 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. 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.

Milestones

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 introduces 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.

B. Products and Services of the Company

|Name | | | |Price (Php) |
|Bakeshop | | | | |
| |Cakes | | | |
| | |Cake Rolls | | |
| | | |Chocolate Cherry Torte Roll |245 |
| | | |Swiss Roll |145 |
| | | |Chocolate Overload Roll |200 |
| | | |Ube Quezo Taisan |158 |
| | | |Chocolate Taisan |168 |
| | | |Mocha Taisan |258 |
| | | |Dulce De Leche Roll |174 |
| | | |Mochanut Crunch Roll |195 |
| | | |Ube Macapuno Roll |174 |
| | | |Vanilla Taisan |147 |
| | | |Brazo De Mercedes Roll |200 |
| | | |Chocolate Roll |190 |
| | | |Classic Mocha Roll |165 |
| | |Premium Cakes | | |
| | | |Classic Sansrival |621 |
| | | |Crema De Fruta |252 |
| | | |Double Dutch Cake |483 |
| | | |Cathedral Window |210 |
| | | |Chocolate Caramel Decadence |355 |
| | | |Choco Cherry Torte |355 |
| | | |Choco Mousse |355 |
| | | |Black Forest Roll |257 |
| | | |Black Forest Singles |95 |
| | | |Black Forest Cake |355 |
| | |Snack Cakes | | |
| | | |Caramel Pusong Mamon |22 |
| | | |Heavenly Marble Cake Slice |24 |
| | | |Mocha Marble Cake Slice |24 |
| | | |Triple Chocolate Brownies |32 |
| | | |Chocolate Cupcakes |35 |
| | | |Custard Mamon |42 |
| | | |Dark Chocolate Chips Muffin |31 |
| | | |Double Dutch Cake Slice |24 |
| | | |Fluffy Mamon |20 |
| | | |Calamansi Orange Muffin |27 |
| | | |Chiffon Cake Slice |22 |
| | | |Choco Butter Cake Slice |22 |
| | | |Choco Rhumble |20 |
| | | |Banana Muffin |29 |
| | | |Blueberry Muffin |31 |
| | | |Classic Brownies |217 |
| | | |Golden Butter Cake Slice |24 |
| | | |Cakestix |53 |
| | |Native Cakes | | |
| | | |Cassava With Macapuno |194 |
| | | |Classic Puto |71 |
| | | |Leche Flan |240 |
| |Breads | | | |
| | |Health-tinapay | | |
| | | |Wheaten Bread |50 |
| | | |Raisin Bread |67 |
| | | |Sandwich Bread |46 |
| | | |Monay |57 |
| | | |Egg and Milk Bread |49 |
| | | |Dinner Rolls (12's) |50 |
| | | |Classic Pandesal (10's) |42 |
| | |Meat-filled Breads | | |
| | | |Chicken Pie |41 |
| | | |Siopao |41 |
| | |Snack Breads | | |
| | | |Hamonado Ensaymada |52 |
| | | |Twistix |45 |
| | | |Ube Ensaymada |34 |
| | | |Banana Bread |23 |
| | | |Cheesy Ensaymada |26 |
| | | |Cinnamon Roll |27 |
| | |Sweet Breads | | |
| | | |Apple Raisin Loaf |53 |
| | | |Cheese Pimiento Loaf |63 |
| | | |Creamy Peanut Loaf |58 |
| | | |Mongo Loaf |53 |
| | | |Ube Loaf |53 |
| |Cake Decoration | | | |
| | |Cake Toppers |Incredibles |240 |
| | | |Mickey's Party |240 |
| | | |Minnie's Party |240 |
| | | |Pooh & Friends |240 |
| | | |Princess Cinderella's Garden |240 |
| | | |Decorating Gels |26 |
| | | |Rainbow Candles |43 |
| | |Sugar Decorettes | | |
| | | |Under The Sea |65 |
| | | |Sports |65 |
| | | |Farm Animals |100 |
| | | |Flower Power |65 |
| | |Sugar Flower | | |
| | | |Sweet Confections |75 |
| | | |Blossoms And Roses |65 |
| |Birthday Cakes | | | |
| | |Birthday Packages |Winnie The Pooh Package |3,000 |
| | | |Barney Package |3,000 |
| | | |Disney Fairies Package |3,000 |
| | | |Justice League Package |3,000 |
| | | |Mickey Package |3,000 |
| |Go Lite | | | |
| | | |Sugar-free Cake Slice |30 |
| | | |Sugar-free Mamon |28 |
| |Pastries & Pies | | | |
| | | |Butter Macaroons |53 |
| | | |Eggpie |209 |
| | | |Hopia |58 |
| |Sweets | | | |
| | | |Caramel Crunch Polvoron |125 |
| | | |Caramel Popcorn |15 |
| | | |Pinipig Polvoron |53 |
| | | |Polvoron Selections |32 |
| | | |Ube Polvoron |53 |
| | | |Cashew Polvoron |53 |
| | | |Classic Polvoron |95 |
| | | |Coffee Crumble Polvoron |53 |
| | | |Cookies N' Cream Polvoron |53 |
| | | |Peanut Polvoron |53 |
| | | |Fresh Pastillas |53 |
| | | |Macapuno Candy |45 |
| | | |Sampaloc Candy |45 |
| | | |Choco Crinkles |44 |
| | | |Chocolate Chip Cookies |42 |
| | | |Raisin Oatmeal Cookies |42 |
| |Signatures | | | |
| | | |Classic Mocha Roll |165 |
| | | |Brazo De Mercedes Roll |200 |
| | | |Classic Polvoron |95 |
| | | |Classic Brownies |217 |
| | | |Chocolate Roll |190 |
| | | |Chicken Pie |41 |
| | | |Chiffon Cake Slice |22 |
| | | |Fluffy Mamon |20 |
| |New Products | | | |
| | | |Cheese Macaroons |40 |
| | | |Choco Cherry Torte Roll |245 |
| | | |Swiss Roll |145 |
| | | |Choco Cherry Torte |355 |
| | | |Marble Chiffon |163 |
| | | |Chocolate Chiffon |174 |
| | | |Classic Mocha Chiffon |280 |
| | | |Chocolate Overload Roll |200 |
| | | |Cinnamon Loaf |53 |
| | | |Spongebob Themed Cake |719 |
| | | |Coffee Crumble Cake |405 |
| | | |Chocolate Mousse Roll |258 |
| | | |Caramel Pusong Mamon |22 |
| | | |Sugar Crush Themed Cake |640 |
| | | |Cookies And Cream Singles |84 |
| | | |Mango Chantilly Cake |442 |
| | | |Ube Quezo Taisan |158 |

* Prices may vary according to location.
* Prices may change without any prior notice.

Go Delivery is only available in Metro Manila and Rizal.

Goldilocks Bakebook

Background

In celebration of 45 Goldilicious years and as a loving tribute to our founders, Mrs. Milagros Yee and Mrs. Clarita Go, we will be releasing the special, one-of-kind Goldilocks Bakebook.

The Goldilocks Bakebook is a collection of recipes of the most well-loved Goldilocks products, honed and perfected through the years. It is a lovingly crafted gift by Goldilocks for our most loyal ambassadors, our customers.

Concept

The Goldilocks Bakebook is not only a collection of our timeless recipes but is also a story of how Goldilocks achieved its success. It is also a compilation of special stories from customers about their own sweet moments shared with Goldilocks.

The Bakebook is also a unique way of giving back to the community since all proceeds from the sale of the book will be donated to the Goldilocks Foundation.

Book Details

SELLING PRICE Php 795
SIZE 8.5" (L) X 8.5" (W)
NUMBER OF PAGES 211 pages
NUMBER OF RECIPES 108 recipes

Highlights

** History of Goldilocks
** Recipes of Signature Products (e.g. Mamon, Ensaymada, Black Forest and Mocha Roll)
** Customer Sweet Memories Collection

Erratum

* Meat Filled Bun (page 8) – Salt should be measured at 1/2 Tbsp and not 1/2 Cup.
* Mocha and Vanilla Chiffon Cake Reccipes (pages 76 and 78) – Add Eggyolks of 4 Large Eggs in the list of ingredients.
* Caramel Tart (page 196) – Condesed Milk should be measured at 2 Tbsp and Salt should be measured at a pinch.

Bibliography/References

MARKETING PLAN: Malunggay Polvoron (By: Cerbito, Datu, de Guzman, Ferino)

http://www.goldilocks.com.ph/products/bakeshop/cakes/cake-rolls

http://www.goldilocks.com.ph/products/bakeshop/cakes/native-cakes

http://www.goldilocks.com.ph/products/bakeshop/cakes/premium-cakes

http://www.goldilocks.com.ph/products/bakeshop/cakes/snack-cakes

http://www.goldilocks.com.ph/products/bakeshop/breads/meat-filled-breads

http://www.goldilocks.com.ph/products/bakeshop/breads/sweet-breadss

http://www.goldilocks.com.ph/products/bakeshop/breads/snack-breads

http://www.goldilocks.com.ph/products/bakeshop/decorate-your-cake/cake-toppers

http://www.goldilocks.com.ph/products/bakeshop/decorate-your-cake/sugar-decorettes

http://www.goldilocks.com.ph/products/bakeshop/decorate-your-cake/sugar-flowers

http://www.goldilocks.com.ph/products/bakeshop/birthday-cakes/birthday-packages

http://www.goldilocks.com.ph/products/bakeshop/pastries-pies

http://www.goldilocks.com.ph/products/bakeshop/sweets

http://www.goldilocks.com.ph/our-story/goldilocks-bakebook

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