Professional Documents
Culture Documents
Paper 1 (Goldilocks)
Paper 1 (Goldilocks)
On May 15, 1966 the sisters Milagros and Clarita opened a small bakeshop on a 70 sq m
space on the ground floor of a 3-storied building on Pasong Tamo, it had 2 display cases and 10
employees to bake, cook, and pack several products. 1st Day sales amounted to only ₱574.00 (or
Their continued success promoted the decision to open as a coffee shop (a novel concept then)
one year later. On 4 tables and a handful of chairs. Goldilocks customers were served “short
orders” of sotanghon and pancit palabok, arroz caldo, fresh lumpia, ham sandwich, and halo-
halo. 2 years later, a 2nd store was opened in Mandaluyong and on the same year, the first
It was also in 1969 that Goldilocks began its catering business, companies like Philippine
Airlines, Air Manila, Filipinas Orient and Monte de Piedad were the first to avail of this service.
This eventually led to numerous catering opportunities for Malacañang functions that included
the 1981 visit of Pope John Paul II for the beatification of Saint Lorenzo Ruiz. In the 1970s the
first Goldilocks store in the U.S. opened in Artesia, CA. The store was a great success in
bringing the Filipinos’ favorite goodies to the community that more stores quickly opened in the
The 80’s began with Goldilocks ready to take on industrial requirements. Shortly after,
Goldilocks became a direct supplier to topnotch food conglomerates like McDonalds Philippines.
Bread buns, puff pastries, muffins, french bread, and sandwich breads were developed to fulfill
the demands of a growing clientele. Goldilocks reached other milestones when in 1984, they
opened their 2nd branch in Vancouver, Canada in 1986, they established their first mall branch at
Following the success of this branch, the company opened stores in various locations
within Metro Manila. Today, it’s hard to imagine a major mall without a Goldilocks Store. The
succeeding decade was distinctly eventful for Goldilocks President and now Chairman, Mr.
Freddie Go Sr. began in 1993, opening the doors for Filipino entrepreneurs to share in the growth
of the brand. In 1995, the Cebu commissary was established to serve the Southern Region. Its
100th store was opened in 1999. Within the first 10 years of the new millenium, Goldilocks had
several noteworthy achievements in terms of national and global expansion. The Goldilocks
store in Davao kicked off its Mindanao operations in 2002. Two years later, a 17th US outlet
opened in Las Vegas, Nevada. During the company’s 40th year anniversary in 2006, Goldilocks
In 2015, Goldilocks opened new stores in the Los Angeles Area. In March 2016, another
store located in Carson, CA started serving the Filipino and growing mainstream followers of the
Filipino cuisine. In the year 2017, Goldilocks opened its doors to the Daly City residents when it
opened its new South San Francisco location. This store caters to the highly popular city for
After more than five decades of being part of Pinoy culture, Goldilocks again modernizes its
look and enhances its brand identity – ensuring that the country’s number one bakeshop remains
fresh and relevant for generations to come. In 2016, to commemorate its 50 Golden years,
Goldilocks stores have opened in Asia and North America. Now with more than 600 stores in the
Philippines, Bangkok, Thailand, Canada, and the U.S. comprising of outlets in Northern and
Goldilocks Brand
The bakeshop that has become an integral part of the Filipino way of life.
Goldilocks Value
“The Goldilocks brand boils down to simple Filipino values. Thoughtfulness. Care. Love for
family. Excellence.”
The popular book collection "You Know You're Pinoy If…" lists 92 items that cleverly
capture the unique idiosyncrasies, essence, and character of the Filipino way of life. All right up
there with "You keep a tabo in your bathroom and "you eat rice for breakfast" is "Goldilocks
means more than a fairy tale character to you", proving just how much Filipinos have accepted
Goldilocks as a cultural fact of life. Indeed the Goldilocks brand boils down to simple Filipino
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. As shown by its strong international presence, 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
Goldilocks Mandate
Freddie Go
Chairman
Richard Yee
Persident
Franklin Go
VP/ Store
Operations Director
Laurence Chin
Evelyn Ganayco Pinky Yee Prydix Dizon Cielo Rivera
Technival Services
MFG Director Marketing Director Finance Director HR Director
Director
Chairman
President
The president is responsible to enhance and/or develop, implement and enforce policies and
procedures of the organization by way of systems that will improve the overall operation and
VP/Store Operation Director oversees the daily operations of the store. He is in charge of
ensuring that store operations run smoothly. He also solves problems as they arise and makes
MFG Director
The Director of Manufacturing is responsible for overseeing manufacturing and leading key
initiatives to improve manufacturing efficiencies and plant operations, develop and maintain
plant operations by efficiently and profitably meeting company standards and improving the
Determines annual and gross-profit plans by forecasting and developing annual sales quotas for
regions; projecting expected sales volume and profit for existing and new products; analyzing
trends and results; establishing pricing strategies; recommending selling prices; monitoring costs,
Finance Director
He is responsible to develop and maintain timely and accurate financial statements and reports
that are appropriate for the users and in accordance with generally accepted accounting
principles (GAAP)Develop, implement, and ensure compliance with internal financial and
He is responsible for managing and directing the company’s technical services for all company
products.
HD Director
strategic goals.
A Goldilocks economy is not too hot or too cold but just right—to steal a line from the popular
children's story Goldilocks and the Three Bears. The term describes an ideal state for an
economic system. In this perfect state, there is full employment, economic stability, and stable
A Goldilocks economy is thus warm enough with steady economic growth to prevent a
SWOT Analysis
Strength Weaknesses
Goldilocks has already established strong brand name A Goldilocks economy describes an ideal state for
giving it reputation in customers’ minds. This gives an economy whereby the economy is not
business the great leverage to influence pricing in expanding or contracting by too much.
the industry in Asian, Mexican, American and Only focused on 20-40’s group
Indian markets
Opportunities Threats
Steady gross domestic product (GDP) or economic Changing taste preference: Taste preference of
regions which gives Goldilocks’ business and Increasing number of direct and indirect
name, describing situations that are "just right" amid two extremes.
Customer loyalty: Customers are loyal to Goldilocks so instead of targeting all customers,
Strong branding: Goldilocks has already established strong brand name giving it reputation
in customers’ minds. This gives business the great leverage to influence pricing in the
industry.
Employees are cross-trained: Employees are not just trained with the skills needed for a
specific job but are trained on skills that can be applicable to any other kind of job inside the
company which is an effective way to make their employees efficient and multiskilled.
Competent and committed human capital: Where this powerful source made an advantage
Slow Growth: A Goldilocks economy describes an ideal state for an economy whereby the
Asset price inflation: An increase in the prices of stocks, derivatives, bonds, real estate, and
other assets will earmark a Goldilocks economy. This increase is difficult to see when using
will charge a borrower when they lend money. Market interest rates have a basis on the
overnight rate set by the Fed, which dictates the rate banks charge to lend to one another.
index (CPI) and the producer price index (PPI) also identifies this golden economic state.
Difficulty in Software delivery process: Over the last 15 years, Goldilocks have had
difficulty with the entire software delivery process, but two artifacts in particular became a
recurring problem. The problem stems from the Goldilocks principle: one of these artifacts is
much too big to overcome efficiently, and one of them is much too small to make a
significant impact.
Only focused on 20-40’s group: Their products are only focused on the range of 20-40
years old unlike other brands like Red Ribbon which they improved their products featuring
the need and attraction of children who are really one of the target customers in terms of
these products.
Steady gross domestic product (GDP) or economic growth: This is the most cited indicator of
the Goldilocks economy. GDP is a broad economic measure of the value of all services and
finished goods produced in a country and is a direct indicator of the health of an economy.
Low unemployment: A low unemployment rate, most commonly known as the U3 rate, defines
the number of people willing and able to work but unable to find gainful employment, and who
have sought work in the past four weeks. The U.S. Federal Reserve (The Fed) estimates a
Online market: This gives Goldilocks the ability to greatly expand their business to a much
Emerging Markets: There are some fast growing regions which gives Goldilocks’ business and
Growth in the population: Particularly in the existing or potential customers in this generation.
Key Opportunities
A Goldilocks economy has steady economic growth, preventing a recession, but not so much
A Goldilocks state is also ideal for investing because as companies grow and generate positive
Goldilocks economies are temporary in nature, as seen by the boom and bust cycles.
Threats:
Changing taste preference: Taste preference of customers not only in this industry changes
over time.
Shortage of skilled labor: Shortage of skilled labor in the market can make it difficult for the
Increasing number of direct and indirect competitors: Affects the organization’s ability to
Best Opportunity is Steady gross domestic product (GDP) or economic growth: This is the
most cited indicator of the Goldilocks economy. GDP is a broad economic measure of the value
of all services and finished goods produced in a country and is a direct indicator of the health of
an economy.
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!". Yet Goldilocks has also decided to reposition itself as a
global brand- as a well-loved, homegrown enterprise primed to serve 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
Filipino Retailer for 2006 in the Food Retail Category, and elevated to a Hall of Fame in 2010 in
both the Bakeshop and Franchise categories by several award-giving bodies such as the
Consumer Union of the Philippines, Parangal ng Bayan, and the Philippine Franchise
Association. It was also awarded by DTI – Philippine Retailers Association the Outstanding
Filipino Retailer for 2006 in the Food Retail category and in 2010 Hall of Fame Award for
11 STORES
IN UNITED STATES
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 11 U.S stores.
2 STORES
IN CANADA
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.
6 STORES
IN THAILAND
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
Goldilock’s’ business idea although isn’t completely unique, has no real mainstream
competition. Eating out and healthy is also not a new thing. Many times when Americans go
out to eat; we look for the atmosphere, food aesthetics, price and location. How many times do
menus offer nutritional content? If we knew exactly how many calories, sodium, preservatives
and origin of our ingredients in our favorite dish at our favorite restaurant, most of us would
think twice.
Big Restaurants
Healthier alternatives
Organic grocery stores (Whole Foods, Trader Joe’s, Safeway, Harris Teeter,
VII. References
https://goldilocks-sfo.com/our-story/
https://www.google.com/search?
q=goldilocks+vison+and+mision&oq=goldilocks+vison+and+mision&aqs=chrome..69i57.80
65j0j7&sourceid=chrome&ie=UTF-8
https://www.goldilocks.com.ph/our-story/the-goldilocks-brand#
https://pdfcoffee.com/goldilocks-all-bout-goldilocks-pdf-free.html
https://www.investopedia.com/terms/g/goldilockseconomy.asp
https://www.goldilocks.com.ph/business-opportunities/franchise-information
https://studylib.net/doc/8587162/1---goldilocks