Case 10.

PRETTY DOVE DEVELOPMENT CORPORATION: I'll growth may have already reached its peak and recom -
Follow the Boys mended that maybe it is time to consider designing a new
It was in December 19, 1990 when Engineer Milagros product.
Abrera founded her own company, the Pretty Dove Deve- After the meeting, Engineer Abrera sank in deep
lopment Corporation (PDDC). The company was able to thought thinking of the relevance of a new product design.
buy a 51-hectare farmland along the diversion road in After all, when she considered developing residential
Baliwag, Bulacan. The land was developed into a resi - lots, it was as if she had a natural feeling that households
dential subdivision with lot sizes ranging from 300 to 450 will require them. Years of observing keenly the market
square meters. Selling began as early as June 1992. gave her with sufficient insights on demand and product
Before founding PDDC, Engineer Abrera accumula- specifications. Now, she feels so lost in deciding what moves
ted many years of experience working with various com - she should make.
panies 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 Caba-
natuan 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:
"Mils, we have already finished our B.S. in Civil
Engineering course. Someday, you and I may be success -
ful, 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 over-
supply 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

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