CASE 10.

PRETTY DOVE DEVELOPMENT CORPORATION:

I’ll Follow the Boys

SUMMARY

It was December 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 in a residential subdivision with lot sizes ranging from 300 to 500 square
meters. Before founding PDDC, Engineer Abrera accumulated many years of
experience working with companies from construction to real estate development. The
exposure helped her in managing the activities of the company. As a 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. She remembers the word 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. They 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 in the market gave her with
sufficient insights on demand and product specifications. Now, she feels so lost in deciding
what moves she should make.
THE PROBLEM

Engr. Abrera sank in deep thought thinking of the relevance of a new product
design. Pretty Dove Development Corporation (PDDC) has a need to own a
replacement style for their product since companies that offer residential lots are
increasing, thus resulting to growing number of choices for the customers. This may
negatively affect the income of their company, PDDC.

STATEMENT OF THE PROBLEM

As the company were able to reach its goals and enjoy success, continues to
expand, Engineer Abrera thought that there might be a situation in the next days and
forward that may lead to unexpected decline to PDDC’s performance and its
achievements may not last forever. After hearing the discussion and recommendations
from the marketing managers, what product design and strategy will Engineer Abrera
should provide to prevent decline of sales growth and control the company’s stability
and productivity?

ALTERNATIVES COURSES OF ACTION

In order to anticipate the decline of sales, PDDC must come up with a better strategy to
control the sales growth and its stability. Engr. Abrera have to do something to make
that happen, example of the things that she must do is as follows:

 Come up with a modern promoting methodology and plan new product.

 Upgrade the work-layout
 Engr Abrera should look and discover a new location and consider the place/s
where there's high demand. Therefore, the demand overview is necessary.

CONCLUSIONS AND RECOMMENDATIONS

To prevent the possibility that there would be a decrease within the

development of sales, they should come up with a preventive measure. This will help
them determine the possible cause and components that affect the development of
deals. This will also help the company to come up with better decisions and will
diminish future consumptions. They ought to consider the cost of the new item. It is
recommended that it shouldn’t too costly for the target market, and must be in
accordance with the taste of the clients. Since their company is offering residential lots,
clients will always consider its area, so they must guarantee that its location is
available and near to the market, schools, and other foundations.