Goldilockss Bakeshop

Principles of Logistics
Management

Submitted by: Mrs. Cynthia Villanueva

Submitted by: Alcala, Nadine Toni
Bernal, Janine Mari
Cagampan, Jean Ariel
Tayoto, Lovely

Goldilockss Bakeshop

Profile of the company

Background
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 fullfledged 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
bakeit. To date, Goldilocks has 18 stores in the United States, two inCanad
a,
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

Goldilockss Bakeshop

pastries. Some branches incorporate a Food shop, offering Philippine

cuisine, including beef, chicken, pork, seafood and vegetable dishes as
well
as
their
Thirst
Quenchers,
such
as halohalo, gulaman, fruitsaladand sago.

The Goldilocks Logo is inspired with color blue, which means

trust,honesty and dependability in order to promote customer loyalty.
Thencolor gold means happiness, which the company wants in
everycustomer to feel.
Nature of Business: Franchising and Distributor company
Owners of the company: The founder of this company is Milagros Leelin
Yee and Clarita Leelin Go but the present president is Richard L. Yee

Clarita Leelin Go

Milagros Leelin Yee

Goldilockss Bakeshop

Table of Organization:

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

Products: Cakes (Sansrival and Brazo De Mercedes), Sweets(Polvoron),

Pastries(Macaroons), Breads/Pie(Ensaymada), Quenchers(halo-halo)

Goldilockss Bakeshop

Clients:

Suppliers:

Supply Chain Management: