Professional Documents
Culture Documents
1. The organization
For almost about four decades, Original Biscocho Haus has been the favorite pasalubong shop of
Ilonggo delicacies. Original Biscocho Haus started as a small family business of the Guadarrama family.
Biscocho Haus was started by Dr. Carlos L. Guadarrama and his wife Therese J. Guadarrama.
Their son, Jerry Guadarrama is currently the company’s owner and is a graduate of Bachelor of
Science in Business Administration in the University of the Philippines Diliman. Due to the growing
demand of their tasty treats, they have come up with new products which were first made in their family
kitchens since they also have lands that helps them to produce flour. The family is passionate in food and
cooking, especially in Ilonggo delicacies. They decided that they wanted to share their passion and love
for food so that others may also enjoy and experience it. Thus, Original Biscocho Haus was formed. It
started as a small cottage-like bakeshop where the biscocho was their primary product, which is also their
Original Biscocho Haus has been serving Ilonggos and tourists visiting the city for more than three
decades now. Original Biscocho Haus started in 1975 as a humble bakeshop at the garage of the late Dr.
Carlos Guadarrama and Teresa Jalandoni-Guadarrama. Some of the pioneer products of Original
Biscocho Haus are the famous butterscotch, banana marbles, galletas, and of course, the name-sake of the
store, biscocho.
Since Original Biscocho Haus first opened its doors in 1975, more and more customers patronize their
products. In the 90’s they have expanded its product line and have branched out to other provinces,
having branches all over Panay Island, as well as in Bacolod City in the region and had put up a lot of
express stalls around the city, providing ease and convenience to their buyers.
Vision:
To share the passion and love for food and delicacies to Ilonggos and tourists and preserve the
Mission:
bagels, cakes, and cookies, which are served in military campus. Its staff consists of skilled bakers with
Business Philosophy:
The corporation is built around a set of values inspired by Jose Gerardo’s parents, including perseverance
and hard work, fiscal discipline, community service, and generosity of spirit.
Filipinos are food lovers who always want something unique and distinctive when it comes to food. Iloilo
has special delicacies that showcases native cuisines that the city is well known for. In Iloilo, there is a
particular restaurant that offers Ilonggo delicacies, the Original Biscocho Haus.
Original Biscocho Haus: Home of Ilonggo Delicacies! To taste and experience the Ilonggo culture and
heritage that one gets to share with their loved ones, that is what Original Biscocho Haus is about. It is a
pasalubong shop and center that serves authentic Ilonggo products, which has a primary target market of
foreign and local tourists visiting the city who seek goods that are proudly Ilonggo. There are many
tourist visiting the city and it is difficult to look an appropriate pasalubong or what to bring back home to
one’s loved ones. Original Biscocho Haus wants others from other regions to experience Ilonggo native
delicacies. Today, Original Biscocho Haus is not only a pasalubong center, it also has a restaurant that
serves short orders and has a pension house in their main branch in Jaro, Iloilo City. The Original
Biscocho Haus preserves the culture and Ilonggo’s love for food.
c. Company objectives
1.
d. Company Structure
products that Ilonggos and tourists visit and share to their families when they get home from
vacation. The following are the significant products offered by Biscocho Haus which made it
BISCOCHO
Biscocho is a type of twice-baked bread usually coated with butter and sugar. It is one of the
pioneer products Biscocho Haus offered when it started operating back then. Thus, became the
BUTTERSCOTCH
Butterscotch is a type of confectionery whose primary ingredients are brown sugar and
butter. It is one of Biscocho Haus’ product offerings that customers like the most.
BREAD
Bread is a staple food prepared from a dough of flour and water which is usually done by
baking. Biscocho Haus offers a variety of bread products which caters a wide market in Iloilo
City. This product is currently the highest profit contributor of the business.
CAKES
Cake is a form of sweet dessert that is typically baked and is a modification of bread
which is one of the products Biscocho Haus offers. It is the third most purchased among all
A cookie is a baked or cooked food that is small, flat and sweet which usually contains
flour, sugar and some type of oil or fat. It is Biscocho Haus’ second most purchased product
MUFFIN OR CUPCAKE
Muffin or cupcake is a small domed cake or quick bread made from batter or dough, or a
smaller version of a cake which is also offered in Biscocho Haus. It is also one of the best of
Original Biscocho Haus has been serving the locals and tourists visiting Iloilo City. Also,
they have patrons who keep buying its products for more than three decades now.
Formally incorporated in January 2003 as the Original Biscocho Haus Corp., the
2. Product Focus
a. Describe the product you want to focus on (materials used, designs, variety, packaging,
b. Describe its performance in the market place vis a vis competitors (domestic and export
markets)
c. Describe target market, brand/product positioning, and marketing mix in the domestic
market
The target market of Biscocho Haus is mainly focused on Ilonggos, as it is serving its own significant
delicacy. Positioned in the Philippine market as one of the famous pasalubong delicacies, it expanded its
domestic market from Iloilo, to Panay, Bacolod, and Cebu to continually establish its market position as
Price:
Place:
Promotions:
Place:
People:
a. Describe the industry of operation and especially highlight the unique quirks or issues that
Tourists and Ilonggos wanting to take a glimpse and taste of the best of Iloilo do not need
to go far from this city. A one-stop pasalubong center like Original Biscocho Haus offers tourists
The demand in biscocho has been continually growing as the tourist population increases in
Iloilo City. Due to this, Biscocho Haus has been expanding its stores in Panay provinces,
c. Competitive situation
Biscocho Haus is the top of the mind brand when it comes to Biscocho in all of Panay. Aside
from Biscocho, they also offered a variety of Ilonggo products like piaya, barquillos, pinasugbo,
and etc. The brand then also became synonymous with Ilonggo delicacies in Panay.
the Philippines Diliman, and went to the United States to take up his supplement lessons in Business
Administration.
Current owner of the Biscocho Haus, oversees the operations of the business. Based from the
interview conducted with the owner itself by some members of the current marketing team conducted
last November 28, 2018, he stated that he functions all over the business. He takes pride on being
all-around the business' function since it is a family business and aims to continue the legacy of his
family. He mainly functions as the CEO/founder's successor, and administers the decision making role
in making the whole business function. However, he is not only boxed by the grounds of being the
head of the business. He also aids the job of his cousins and siblings who respectively functions in the
other organization roles such as branch manager, finance manager, and marketing head who focuses
on the logistics of its goods, raw materials, and product distribution to its outlets in the Philippines.
Since the start of his ownership and the growing demand of the company’s delicacies, Jerry has
created new product offerings which were first made in their family kitchen. He took charge of
continuing the growth of their business by accepting the role of being the head. His career and work
experience are the main avenues for practice of his educational background.
aided by his relatives who functions in the other organizational roles. Moreover, he is also being
provided assistance on the more keen details by their family friends who work in the kitchen,
and logistics.
Although their business is full of potential, its trait of being a community and a family business
entails them an informal, yet compact streamline of communication. As the protagonist and
head of the business, he re-channels down their problems and movement downward to his peers
and constituents in the organization to keep it's different business actions to be guided to what