Technological University of the Philippines

Ayala Blvd. cor. San Marcelino St., Ermita, Manila

College of Engineering
Civil Engineering Department

BES 4 – M
Engineering Management

Case No. 10:

PRETTY DOVE DEVELOPMENT CORPORATION: I’ll Follow the Boys

Submitted by:
Verzosa, John Daeniel C.
BSCE-3A
TUPM-19-1389

Submitted to:
Engr. Arnolfo Arcibal

Date of Submission:
January 05, 2022
Case 10: PRETTY DOVE DEVELOPMENT CORPORATION: I’ll Follow the Boys

It was in December 19, 1990 when Engineer Milagros Abrera founded her
own company, the Pretty Dove Development Corporation (PDDC). The company
was able to buy a 51-hectare farmland along the diversion road in Baliwag, Bulacan.
The land was developed into a residential subdivision with lot sizes ranging from
300 to 450 square meter. Selling began as early as June 1992.

Before founding PDDC, Engineer Abrera accumulated many years of

experience working with various companies from construction to real estate
development. The exposure helped her in managing the activities of the company.
As general manager of PDDC, Engineer Abrera expanded its operations. Rawlands
were acquired in Cabanatuan City and San Jose City in Nueva Ecija, in Bataan and
in Tarlac. The marketing department of the company was able to sell the developed
residential lots as quickly as they should.

Engineer Abrera feels contented as the company’s performance was beyond

her expectations. As she was reminiscing her graduation day at the University of the
East in March 1968, she remembers the words of her close friend:

“Mila, we have already finished our B.S. in Civil Engineering course.

Someday, you and I may be successful, but remember, nothing lasts forever.
However, there is something you can do to delay the inevitable.”

Engineer Abrera suddenly thought that what her company is reaping now may
not last forever. The demand for residential lots may decline or there may be an
oversupply of lots offered for sale.

In a recent meeting of the key officers of the company, the marketing manager
hinted that the company’s sales growth may have already reached its peak and
recommended that maybe it is time to consider designing a new product.

After the meeting, Engineer Abrera sank in deep thought thinking of the
relevance of a new product design. After all, when she considered developing
residential lots, it was as if she had a natural feeling that households will require
them. Years of observing keenly the market gave her sufficient insights on demand
and product specifications. Now, she feels so lost in deciding what moves she should
make.
Case Analysis
Introduction
In 1992, Engr. Milagros Abrera established the Pretty Dove Development
Corporation. In Baliwag, Bulacan, the firm was able to purchase 51 hectares of farmland.
The site was eventually developed into a residential neighborhood. Before establishing
PDDC, Engr. Abrera had extensive expertise in a variety of fields, including construction
and real estate development, which aided her in her role as General Manager of her firm.
She was able to develop the firm as General Manager by acquiring raw lands in Cabanatuan
City, San Jose, Nueva Ecija, Bataan, and Tarlac. She is presently satisfied with the success
of her business.
Problem
The arising problems in this case are:
1. As the organization grows and achieves its aims and goals, Engr. Abrera believed
that their current level of success would not persist. Since they've attained their peak
performance, the company's performance will almost certainly fall. They are now
considering how they might ensure the company's continued prosperity, after
hearing the marketing manager's advice about how they can keep the firm stable.
To help the firm, Engr. Abrera is considering an alternate strategy or new design
goods.

Solution
Because product development procedures are the method by which the engineer
manager may raise his or her efficiency and effectiveness, Engr. Abrera must be able to
organize, coordinate, and oversee them.
Engr. Abrera needs to be able to plan, coordinate, and regulate product design
processes, since these are the operational management techniques that the engineer
manager wants to improve in order to be more efficient and effective. To submit and
perform successfully in the new production design, Engr. Abrera must recall the product
design, production planning, purchasing and material management, stock control, work
process layout, and quality control.
Conclusion
In any business, whether it is in the present or the future, it is critical to remember
the company's history since it may be useful in identifying potential development and, more
importantly, the future, which is critical to the company's success and progress. It is the
role of an engineer manager to research the company's past and future. In the instance of
Engr Abrera, Pretty Dove Development Corporation has just decided on their product and
has no backup plan in place if the product becomes unprofitable for whatever reason.