External Environment and

Competitive Advantage
EVA MARIA ALHAMBRA
MBA -1A
PROFESSOR ALFRED QUINSAY
COMPANY BACKGROUND
 VISION AND MISSION STATEMENTS

• Vision
Goldilocks…will 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-of-
heart 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.
HISTORY

• On May 15, 1966, Filipino-Chinese sisters, Milagros Leelin Yee and Clarita Leelin
Go, and their sister-in-law Doris Wilson Leelin, opened the first Goldilocks store
on a 70 m2 (750 sq ft) space on the ground floor of a three-story building along
Pasong Tamo Street in Makati and started with only 10 employees.

• In 1976, Goldilocks opened its first store in the United States in Los Angeles. In
1991, Goldilocks launched a franchising program which led to the opening of
hundreds of Goldilocks' store in Metro Manila.

• Other stores were later set up in other parts of California such as San Francisco,
San Jose and in Las Vegas, Nevada.

• Pancake House International planned to acquire Goldilocks Bakeshop, but

negotiations to acquire the bakeshop chain fell in 2006. Pancake House offered
to acquire Goldilocks for ₱2 billion.
 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.
 MARKET SEGMENTATION

CUSTOMER RED RIBBON (SHAW BLVD) GOLDILOCKS (TOMAS

MORATO