Table 1: Multicriteria Analysis Table

Comparison of Goldilocks Increasing Number of Direct and Indirect

Competitors
Ratings: 1–2 = very low, 3–4 = low, 5–6 = medium, 7–8 = high, 9–10 = very high

Criterion 1 Criterion Criterion Criterion 4 Criterion 5 Averag

rating 2 rating 3 rating rating rating e rating

(Consistency) (Food (Business (Adequate (Customer

Security) Expansion) production relation and
and satisfaction)
processing
technology)
Alternative 1

Market 8 9 10 8 10 9
Penetration
Strategy
Alternative 2

Customer 8 10 9 8 10 9
Centric
Strategy
Alternative 3

Cost 6 7 9 8 10 8
Leadership
Startegy
Alternative 4

Differentiation 7 7 6 5 8 6.6
Strategy
Table 2: Multicriteria Analysis (with Weighted Criteria)

Comparison of Goldilocks Increasing Number of Direct and Indirect

Competitors
Ratings: 1–2 = very low, 3–4 = low, 5–6 = medium, 7–8 = high, 9–10 = very high

Criterion 1 Criterion Criterion Criterion 4 Criterion 5 Averag

rating 2 rating 3 rating rating rating e rating

(Consistency) (Food (Business (Adequate (Customer

Security) Expansion) production relation and
and satisfaction)
processing
technology)
Weights .30 .20 .15 .15 .20
Alternative 1

Market 8 x .30 = 8 x .20 = 10 x .15 = 9 x .15 = 10 x .20 = 8.85

Penetration 2.40 1.60 1.50 1.35 2.0
Strategy
Alternative 2

Customer 8 x .30 = 8 x .20 = 9 x .15 = 10 x .15 = 10 x .20 = 8.85

Centric 2.40 1.60 1.35 1.50 2.0
Strategy
Alternative 3

Cost 6 x .30 = 7 x .20 = 9 x .15 = 8 x .15 = 10 x .20 = 7.75

Leadership 1.80 1.40 1.35 1.2 2.0
Startegy
Alternative 4

Differentiation 7 x .30 = 7 x .20 = 6 x .15 = 5 x .15 = 8 x .20 = 6.75

Strategy 2.10 1.40 0.90 0.75 1.60
 The bakeshop industry has continuously enticed market players. Just like other
industry, it has been growing and evolving as technology improves. Just like any other
business enterprise, they as well are shaken to every economic downturn that passes.
For instance, Goldilocks Bakeshop Inc. has been one of the most successful in its line of
business. It started as a simple business led by two sisters who had passions for
cooking. It offers high quality products at affordable prices. It has created a wide array
of products that suit the taste of the Filipino people. Given that Filipinos are very much
delighted for delicious foods, the company never ceases to astound the taste buds of its
market as it differentiates its products completely into breads, cakes, pastries, native
delicacies, and even instant food that have been an effective marketing strategy aided
by its convincing market segmentation, targeting, product differentiation, and
positioning. But most definitely, it endlessly captures value the heart of its customers
that further explain why the company holds a large market share in the industry.
Goldilocks garnered a large portion of market share. It positions its brand by making it
part of the everyday activity and lives of its customers by strategically placing its stores
in a high traffic areas that are very much crowded and accessible to people.
Additionally, one thing that makes the company and the brand close to Filipino is that
fact that it has patterned and package its image as close to the Filipino values of close
family ties. The incorporation of this value has served as tool to establish its brand and
leave an excellent trademark.
Through time, the business was able to capture and penetrate to different
segment sin the market in the form of promotions and ads that has been designed to
capture the hearts of its consumers as it appeals to the values, cultures, and lifestyles
of the Filipino audience. Although it has been perceived as an abundant business, it has
never felt safe and content being in the top of its field but rather continue to aspire to
be better despite the competition in the market and even the crisis and economic
downturn.
Understanding your competition is key to the success of any business. Even if
your product or service fills a unique gap in the market, there are always other
companies offering something similar, or there are other ways to satisfy the same
customer’s need. The key when thinking about your competition is to learn what makes
the customer choose one product or service over another. The different options that
customers consider are usually competitors.
Competition can be either direct (competing by selling the same products) or
indirect (competing for the same market). The intensity of that competition, whether
direct or indirect, will affect the overall potential for success of your business. That is
why it’s important to consider all types of competition when planning your business, to
ensure that you have the edge over others in your industry.

COMPETITORS are the greatest challenge or the worst nightmare of businessmen

depending on how they perceive it. Among those arising issues, we proposed some of
the possible Alternatives to deal with it.

•COST LEADERSHIP STRATEGY

•MARKET PENETRATION STRATEGY
•DIFFERENTIATION STRATEGY
•CUSTOMER CENTRIC STRATEGY

Among those alternatives stated above, Market Penetration Strategy and

Customer Centric are the two alternatives that has a high rating analysis. This
strategies touches every customer and serves as an actionable way to reach our
company’s goals. Coming up with this strategies had significant benefit of our strategic
planning, because it creates a single, forward-focused vision that aligns our business
and alternatives to combat competitors. By making everyone aware of our company’s
goals, how and why those goals were chosen, and what those alternatives can do to
help reach them, we can created an increased sense of responsibility throughout our
business organization.