Assumption College

San Lorenzo, Makati City

Strategic Management Paper for

Submitted to

Prof. Ricardo Cruz Jr.

Submitted by

Ravago, Desiree A.

April 30, 2013

Introduction

Andoks Litson is a major brand of specially roasted chicken in Philippines. The major products they sell
are the Litson Manok which is a roasted variety of chicken and also the Dokito Frito which is a fried
variety of chicken. The chicken is prepared adding a lot of other ingredients which are not the typical
ones used in the common preparation. Some of the ingredients that are used include sugar, spice, rice,
various beverages etc.

They also sell a variety of pork dishes like the litson liempo, lechon kawali, pork sisig, pork barbeque etc.
Beef dishes like beef steak rice and corned beef egg rice, fish dishes like bangus and bangus rice,
exclusive egg dishes and desserts are also available at the Andoks Litson outlet.

The targets of the company in years to come itself are appreciable. Their prior aim is to be known as the
best native food company that gets an international recognition at the same time. They want to be
innovative with the way they go about cooking and also wants to provide the best customer care. They
also want to make the world aware of the delicious cooking style of Filipinos that can even attract the
tourists.

Historical Background

Mr. Sandy Javier, owner of Andok's and now Mayor of Javier, Leyte, his dream began more than 25 years
ago when he set up a small stall along West Avenue in Quezon City. Wanting to cash in on Litson Manok
craze, he asked his mother's friend who owned poultry store to "outsource" 12 whole chickens which he
then roasted with hopes that it will catch on with passersby. At the end of the day he only sold two.
Instead of being discouraged, Sandy decided to innovate. He experimented with his ingredients and
cooking methods until he found what he felt was the right formula that would capture his buyers’ tastes.

In 1895 Sandy's efforts were rewarded when the hungry masses began trouping to the first Andok's Litson
Manok-Liempo store at the corner of Baler Street and West Avenue Quezon City. Andok's soon became
synonymous with litson manok and its stalls were soon became sight in Metro Manila. In 2002 Andok's
branched out to the Visayas starting with 2 stores in Cebu followed by 9 more stores in two years.

Two years later Sandy decided to put up his first dine-in store at D'Mall, Boracay. Budget conscious
tourist and Locals enjoyed Andok's affordable menu so much that 6 outlets were operating on the island
in less than a year's time. Andok's has even evolved to include selling daily necessities such as rice, sugar,
beverages and grocery products. At a seminar for business students at the Colegio San juan De Letran,
Sandy shared the lessons he learned from running Andok's. "Even if you don't have much money you can
use diligence, common sense, and hard work as your capital”, If you are enjoying what you do, you are
not working at all. You are just enjoying". He also emphasized the Pinoy trait of being thrifty by always
spending less than what they are earning.

From a corner stall with 12 roasted chickens, Sandy Javier now owns 300 outlets nationwide and
counting, including his outlets here in Capiz that is located in Roxas Avenue, Roxas City and managed by
Mr. Jener Delos Reyes.Andok's is one of the affordable fast food here in Capiz. Andok's earning the tag,
"Pambansang Litson Manok". Andok's was the nickname of the late father of Mr. Sandy Javier.They
serve 24hours everyday with the Delicious dishes and best Costumer care. The prior aim of Andoks is to
be known as the best native Filipino Food Company and want to make the word aware of the delicious
Cooking style of Filipinos.

Vision Statement

 To be acknowledged as a Homegrown Legend in the Filipino food tradition.

 To be globally recognized as the Supreme Leader in the Roasted Chicken industry.
 To be the most loved and popular Filipino food brand in the Philippines and abroad through
aggressive expansion and continuous innovation in terms of product development and service
excellence.
 To be the leading quick service restaurant by continuously providing our customers the best
quality food, value for their money and excellent customer service.
 To be the best provider for every Filipino of the home and joy of family ties by giving them
convenience in the availability of all-time favorite Filipino dishes.

Mission Statement

 To provide high quality products at affordable prices.

Components of a Mission Statement

Components Yes No

Customers 

Products or Services 

Markets 

Technology 

Concern for Survival, Growth, and Profitability 

Philosophy 

Self-concept 

Concern for Public Image 

Concern for Employees 

External Assessment: Opportunities

 Online Market that offers Andok’s the ability to greatly expand their business. Andok’s can
market to a much wider audience for relatively little expense.
 Brand loyalty of the products may increase the company’s price competitiveness.

External Assessment: Weakness

 Top competitors in the same area of business.

 Currency fluctuation risks

 Competitive pricing

 More and more people are being health conscious

 Changes in the atmosphere/environment can lead to increase of risks in diseases/viruses like mad
cow, bird flu, etc.

External Factor Evaluation

Key External Factors Weight Rating Weighted

 Score

Opportunities
Online Market 0.11 2 0.22
Brand Loyalty 0.18 3 0.54

Threats
Top competitors of the same products and services 0.13 3 0.39
Currency Fluctuation Risks 0.14 4 0.56
Competitive Pricing 0.14 4 0.56
Health Trends 0.18 4 0.72
Diseases and Viruses (Mad cow, bird flu, etc.) 0.12 3 0.36

Total 1 3.4

Analysis:

The overall weighted score of Andok’s Litson’s External Factor Evaluation (EFE) is 3.4 which indicate
that the external functions/roles outside the company are above the average rate thus the company are
aware and are capable of handling opportunity and somehow avoid threats.

Competitive Profile Matrix

Main competitors of Andok’s Litson:

o Baliwag
o Chooks To Go

Analysis:
Results show that Andok’s Litson has a relatively better position in market because of its Sales
Contribution, Consumer Loyalty and Production capacity since the company offers a wide variety of food
and beverages.

Internal Assessment: Strengths

 The Company has now grown into more than 300 stores across the country. These stores are
strategically located in key municipalities nationwide.
 The Company has more than 60 dine-in stores nationwide, namely Robinson's Novastop,
Olongapo, Tagaytay, SM City Lipa Batangas, Baclaran, Tacloban Palo, Tacloban RTR, Baguio
Session Road, Harrison, Dampa Farmers, Stop & Shop, Mactan Cebu, Mandaue Cebu, among
others.
 ANDOK'S saw the great potential of Panay Island, and later on opened two dine-in stores in
Iloilo and in Kalibo during the last quarter of 2005. The newly opened stores emerged as among
the top ten stores of the Company nationwide as of to date.

 24-hours service and delivery of products.

 Innovation:
o The concept of specialty grocery store offering a host of products, including beer, an
assortment of beverages, rice, sugar, and other grocery products.
o ANDOK'S also offers wide variety of choices namely litson liempo (roasted pork belly),
bangus (milk fish), pork barbeque, porkcharap (fried pork chop), lechon kawali (deep
fried pork belly), kawali royale, crispy pata (deep fried pork leg), pork sinigang, beef
steak rice, beef rice, chicken leg quarter, pork sisig, chopsuey, all-day breakfast meals
such as beef tapa egg rice, bangus fish egg rice, corned beef egg rice, tocino egg rice, and
longganisa egg rice and desserts such as banana con yelo, mais con yelo and leche flan. It
also offers soft-served ice cream and frozen drinks.
o Andok’s offers two franchise formats: Take-out and Dine-in. Both offer the same great
tasting and affordable food Filipino families have come to love through the years. We
will provide you the tools and knowledge to help you build a profitable business for
yourself and your community.

Internal Assessment: Weaknesses

  Their organizational chart is undefined.
 Their franchising service is very expensive unlike their other competitor/s
 Some of the roasted chickens were reported to be raw and not well done.
 The company’s promotion/advertising presence is not quite noticeable.

Internal Factor Evaluation Matrix

Key Internal Factors Weight Rating Weighted Score

Strengths
300 stores across the country 0.15 4 0.6
60 dine-in stores nationwide 0.10 3 0.3
Offers a wide variety of roasted and fried meats and seafood
products 0.05 4 0.2
Offers all-day breakfast meals 0.04 3 0.12
24-hours service and delivery 0.08 2 0.16
Franchise service 0.06 2 0.12
Innovation of products and service 0.07 3 0.21

Weaknesses
Undefined organizational chart 0.15 1 0.15
Franchise is expensive 0.09 2 0.18
Some branches have raw roasted meats 0.10 1 0.1
Advertising Presence 0.11 2 0.22

Total 1 2.4

Analysis:

The overall weighted score of Andok’s Litson’s Internal Factor Evaluation (IFE) is 2.4 which indicate
that the internal functions/roles in the company are below the average rate thus the company has a minor
weakness internally.
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