STRAMA The Final Showdown!!

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STRAMA the Final Showdown!!

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Executive Summary
Julie’s Bakeshop or Julie’s Franchise Corporation has grown to become the

largest bakery chain in the Philippines. By 1999, Julie’s counted 210 branches
nationwide. Julie’s Bakeshop has served customers all over the nation its distinctive
brand of high quality, freshly baked breads. With more than 500 branches and outlets
nationwide, Julie’s is a shining example of success through hard work and commitment.
Its main office in Manila is situated in Lot 1 Block 1 Amang Rodriguez Avenue,
corner JRA Subdivision, Rosario, Pasig City and the office in Cebu is situated in C.
Padilla Street, Duljo Fatima, Cebu City.
After a thorough research primed, the external analysis of Julie’s Bakeshop
shows a figure of 3.15,which c onfir ms that the firm’s strate gies effect ively take
advantage of existing opportunities and minimize the potential adverse effects of
external threats. The internal ana lys is on the oth er han d, sho ws a f igu re of
3.3, which shows that Julie’s Bakeshop has been busy striving to be the best as it
service not only to its customers, franchisees, and to retailers but also to its internal
system that made them recognize as one of the outstanding franchising company in the
Philippines.
With the competitive advantage and market sustainability that the researchers
found, the researcher strongly recommends after comprehensive consideration with the
Grand Strategy Matrix (GSM) to pursue among three strategies: Market Development,
Market Penetration and Product Development as these strategies would lay of a claim
to a solid foundation and dynamic synergy upon which to build even more vigorous
growth in the future.
Bolivar,Castillo
Julie’s Franchise Corporation Page 1
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I. Company Profile
The Rising of a Breadwinner
Since 1981, Julie’s Bakeshop has served customers all over the nation its
distinctive brand of high quality, freshly baked breads. With more than 500 branches
and outlets nationwide, Julie’s is a shining example of success through hard work and
commitment.
Julie’s success is attributed to the culture set down by its founder and namesake,
the original Tita Julie, Mrs. Julia Gandionco. A canteen concessionaire since 1970,
Mrs. Gandionco, or Ma’am Julie as she prefers to be called, started the first Julie’s
Bakeshop in Wireless, Mandaue on January 6, 1981. The bakeshop was intended to
answer Ma’am Julie’s canteen needs of bread products.
Running a bakery has been a very challenging endeavor for Ma’am Julie. Not
having any experience in the bakery business nor even knowing how to bake, she
ventured into this business with pure guts and faith in God.
With the support of her husband, Mr. Deigs Gandionco, Ma’am Julie put up her
first bakeshop and named it after herself at the insistence of Bobby Gandionco, her
eldest son. While seeming“baduy” at first, Bobby Gandionco’s suggestion that using his
mother’s name would give personality to the bakeshop was sheer serendipity.
Within six months, a second Julie’s opened in Urgello, Cebu City. Three years
later, Julie’s had ten branches all over the city of Cebu. The increasing number of
branches led to the formation of RJ and Sons Commodities, led by Bobby Gandionco,
to supply the various Julie’s branches with its baking ingredients and supplies.
It was in 1988 when the first Julie’s outside Cebu opened in Iloilo. This opened
the door that ultimately led to the secret to Julie’s rapid growth: Franchising. The first
Julie’s franchise started in 1998 in Mambajao, Camiguin. On July 2, 1998, Julie’s
Bolivar,Castillo
Franchise Corporation was registered in the Securities and Exchange Commission. The
path to nationwide success was open and clear.
Books, audiobooks, and more.Since then, Julie’s Bakeshop has grown to become the largest bakery chain in

the Philippines. By 1999, Julie’s counted 210 branches nationwide. So, it was no
Get our free app surprise that on June 1999 Julie’s was dubbed as the “Success Story of the Year” and
On October 1999 as “Outstanding Country Side Investor” by the Philippine Chamber
On October 1999 as Outstanding Country – Side Investor by the Philippine Chamber
of Commerce and Industry Inc. These awards were followed on June 2000 with the
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Outstanding

Small and Medium Scale Entrepreneur Award and the Certificate of
Recognition as Outstanding Small and Medium Scale Entrepreneur Award by the
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Federation of Filipino – Chinese Chamber of Commerce and Industry Inc., and the
Philippine Chamber of Commerce.
The year 2000 saw the third Julie’s company formed with the spinning off of
Julie’s Franchise Corporation’s maintenance department to form Julie’s Manufacturing
Corporation. This is the youngest of all three Julie’s companies. 
Over the years 2001 and 2002, Julie’s made inroads in the Luzon and Mindanao areas
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with the first RJ and Sons Commodities in Manila opening on June 22, 2001 and in
Davao on October 4, 2002.
September 28, 2002 saw Julie’s garner the “Who’s Who in the Philippines: The Best
Bakeshop of the Year” by the National Consumers Excellence Award. With its over 300
branches and outlets across the country, Julie’s was a success phenomenon on its
own. Read Free for 30 Days

The three Julie’s companies, RJ and Sons Enterprises, Julie’s Franchise Corporation
and Julie’s Manufacturing Corporation merged in July 1, 2003 to become Julie’s
Franchise Corporation with three divisions: the Franchise Division, the Supply and
Logistics Division and the Corporate Shared Services Division.
Bolivar,Castillo
From then on, Julie’s continuously garnered valuable recognitions from esteemed
institutions like the Philippine Franchise Association and Philippine Marketing
Association.
2004 CEO Roberto R. Gandionco was awarded as the Agora - Outstanding

Achievement Award for Entrepreneurship (Large Scale) by the Philippine
Marketing Association.
2005 Julie’s Franchise Corporation was awarded with the Franchise Excellence
Award for consistently exhibiting high standards of growth and development in
all aspects of franchise operations. The award was given by the Philippine
Franchise Associations, Department of Trade and Industry, Philippine Chamber
of Commerce and Industry, and the Philippine Retailers Association.
Franchise Marketing Campaign of the Year Award (Food Category – Medium

Scale)
Franchisee of the Year Award – Ms. Ritchie Hawak
2006 CEO Roberto R. Gandionco was one of the finalists of Ernst & Young
Entrepreneur of the Year.
- Hall of Fame/ Outstanding Filipino Franchise of the Year
Julie’s Bakeshop (Medium Scale Category/ Specialty Bakeshop)
- Franchisee of the Year - Carolyn Francisco
- Garbo sa Sugbu Award
Recognition from the Office of Governor Gwen Garcia for the success and fame
Julie’s has given to the Province of Cebu - Julie’s Bakeshop’s birthplace.
2007 Most Socially Responsible Entrepreneur Award

Bolivar,Castillo
Books, audiobooks, andJulie’s
more.Franchise Corporation Page 4 
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Cebu Chamber of Commerce and Industry
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Franchise Marketing Campaign of the Year
Franchisee
Read Free of the Year Award – Dr. Ed Escalona
for 30 Days
At Present…
Julie’s Franchise Corporation is manned by professionals w

every step of the way from Franchise Application, Expan
Marketing, Construction, Accounting, and Human Resources

operational laboratory under a Research and Develo
continuously improves and innovates on over 300 varie
products to respond to the need of the regional markets.
Julie’s today is a household name anchoring its succes

freshness of its products as well as its clean and convenie

500 branches and outlets, 99% of which are franchised, Julie

its market reach from North Luzon to Mindanao.
With over 180 franchisees and still growing, pursuing Ju

program highlights the Julie’s way of achieving product qua
Excellence and Total Customer Satisfaction, Julie’s Franchis
customer satisfaction.
Julie’s Bakeshop present in every town in the country.
independent entrepreneurs
Julie’s Franchise Corporation committed to practicing
has established a the Julie
reward
business in allaaspects
performance, of its tool
motivational operations, thus
to drive all maintaining
JBS Ju
teams nation
market leadership efficiency.
and in operational in the industry.
Julie’s
On Standards…
Franchise Corporation recognizes franchisees who
Julie’s Bakeshop system, upholding the HIGHEST STA
Books, audiobooks, and more. All Julie’s Bakeshop franchisees and bakery staff areequ
Get our free app CUSTOMER SERVICE, CLEANLINESS, SANITATION
about the company’s strict quality standards through intens
p y q y g
RELIABLE MANAGEMENT.
Search seminar-workshops
 and hands-onproduct handling.
Sign In Join The
Every Julie’s Bakeshop is assured of continuous marketin

bakery opening onwards to building superior brand image.
Bolivar,Castillo
Julie’s Franchise Corporation 
A Value Driven Business…
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Julie’s Bakeshop’s success is not only measured in the fulfill
Trusteddriven
value by over 1franchise
million members
business, but also in establishing har
the Filipino community. The company continues to initiate a
programs in partnership with the community and the loca
Corporate Social Responsibility (CSR) Programs.
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Julie’s Bakeshop’s achievement in its business and good re
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people is a measure of true growth.

Julie’s Bakeshop does not only bring its bread closer to the
enhances the capability of the franchisees towards growth,
Breadwinners.
Primary Data
The Primary Internal Data was gathered through Julie’
II. Research Design and Methodology
includes the company background and product and services

Primary external
The researcher was abledata was congregated
to acquire fromfollowing
data from the the websso
Exchange Commission. This information includes external fac
Bolivar,Castillo
Julie’s Franchise
industry, Corporation
market size, market growth ranking positions of all b
Philippine market.
Secondary Data
Secondary external and internal data was gathered thr
the internet. The information includes economic trends in bak
major competitor’s information; it also includes the latest tech
in the Philippines.
Books, audiobooks, and more. The data requirement of this paper includes recent
 sur
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operationa l highlights. It also requires information rega
re ga rd ing the indu stry un de r study. For comparative purp
major competitors in the industry is also needed, especially in
operations aspect.

Limitations
TryThe
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Strategic Management Paper is only limited to stu
Bakeshop, among the different sectors in the industry this stu
institutions in the Philippines. The focus of this paper is on the
and position in the market.
The annual report of the most recent year (2010) was n
study. It assumed therefore that the financial statements for th
same as of the year 2010, which is the most recently availabl
III. Environmental Analysis
Bolivar,Castillo
Julie’s Franchise Corporation
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Julie’s Bakeshop or Julie’s Franchise Corporation has grown to become the

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The Rising of a Breadwinner

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own. Read Free for 30 Days

2004 CEO Roberto R. Gandionco was awarded as the Agora - Outstanding

Franchise Marketing Campaign of the Year Award (Food Category – Medium

Franchisee of the Year Award – Ms. Ritchie Hawak

- Hall of Fame/ Outstanding Filipino Franchise of the Year

Julie’s Bakeshop (Medium Scale Category/ Specialty Bakeshop)

- Franchisee of the Year - Carolyn Francisco

- Garbo sa Sugbu Award

2007 Most Socially Responsible Entrepreneur Award

Julie’s Franchise Corporation is manned by professionals w

Marketing, Construction, Accounting, and Human Resources

Julie’s today is a household name anchoring its succes

500 branches and outlets, 99% of which are franchised, Julie

With over 180 franchisees and still growing, pursuing Ju

Every Julie’s Bakeshop is assured of continuous marketin

III. Environmental Analysis

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Read Free for 30 Days

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Read Free for 30 Days

Trusted by over 1 million members

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