Goldilocks

Strength
1. Customer loyalty
 customers are loyal to Goldilocks so instead of targeting all customers, they only
need to target new customers
2. Strong branding
 Goldilocks has already established strong brand name giving it reputation in
customers’ minds. This gives business the great leverage to influence pricing in the
industry.
3. Employees are cross-trained
 Employees are not just trained with the skills needed for a specific job but are trained
on skills that can be applicable to any other kind of job inside the company which is
an effective way to make their employees efficient and multi-skilled.
4. Competent and committed human capital
 Where this powerful source made an advantage on Goldilocks especially so that this
business is service oriented in nature.
5. International taste
 Asian, Mexican, American and Indian Based

Weaknesses
1. Inability to understand customers’ needs and expectations
2. Only focused on 20-40’s group
 Their products are only focused on the range of 20-40 years old unlike other brands
like Red Ribbon which they improved their products featuring the need and attraction
of children who are really one of the target customers in terms of these products
3. High overhead costs for operations
4. Lack of “core competence

Company Profile
Goldilocks is a sweet tale of how collective talents and passions of three women can turn a
humble bakery into a world class Filipino icon. On May 15,1966, two sisters, Milagros Yee
and Clarita Go together with there sister in law Doris Leelin opened a small bakeshop along
Pasong Tamo street in Makati. Fueled by their deep love for baking, they entered into a
modest venture with the vision to offer the best products, the friendliest service, and the most
pleasant experience possible to their customers. Its mission is, “To make everyday a
celebration”. The business name itself, Goldilocks named after a fairy tale character to make
it easier for children and their mothers to remember. The name depicts luck and prosperity.

Goldilocks is the leading brand in the Philippine bakeshop industry, cutting across all
economic classes with a wide variety of products at prices within the consumers reach. When
Filipinos think of Goldilocks, a curious blonde girl and her three bear companions are not
usually what come to mind. For Filipino families around the world, Goldilocks is more than a
character in a fairy tale, but is a delectable and cultural fact of life. The most famous and
largest bakeshop/restaurant based in the Philippines is expanding beyond the book to better
serve its loyal and growing customers. The story of Goldilocks began where most fairy tales
start, with family.

For Goldilocks, product development had become an important feature of the company. The
company had over 800 products and its business could be classified into two major
categories: The Bakeshop, offering cakes, pastries, breads, and native delicacies; and The
Food shop, serving Filipino main food fare and desserts. Goldilocks is dominating the
bakeshop industry by having a huge market share of about 70% while its closest competitor
Red Ribbon was a distant second with about a 14% market share. Expansion and marketing
strategy for the future was on the minds of Goldilocks management like increasing retail
outlets and opening stores outside of Metro Manila. Goldilocks did not just stop there, but they
set a goal to at least get 30% revenue growth every year for the next three years which could
be difficult considering the economic environment after the recent Asian regional crisis.
1. Goldilocks Business Analysis
Goldilocks is the leading brand in the Philippine bakeshop industry, cutting across all
economic classes with a wide variety of products at prices within the consumers reach.
Goldilocks is not that successful right now without its failure. Goldilocks Bakeshop was cited
by the Sagip Pasig Movement (SPM) as one of the top six polluters of the Pasig River in
which they received the mock Lason award during the Global Earth Day Celebration on April
22, 1998.

The country's leading manufacturer of cakes and pastries had a full- blown crisis at its
hands.However, the company learned from its mistake and impose a solution to clear out its
name, including advancement in their water system. Since they exhibited improper
wastewater disposal, they tried to improve it by imposing appropriate wastewater
management and disposal. Their solution became a success and they even received an
award, Most Improved Company Award given in 1999.

Goldilocks has been able to rebuild its reputation and able to clear out its name and became
far more successful than before. In fact, the company is now a popular bakeshop industry and
expanded into other markets in Southeast Asia.

The Lason Award given is a proof that Goldilocks can come up with a concrete solution and
an example of a company which can learn from its mistake. The Lason award forced
Goldilocks to be mindful enough about the production. With this, the company become more
sensitive when it comes to social and economic issues and most importantly in the production
process. This leads and molds Goldilocks to become leading brand when it comes to baking
industry.

2. Effect on Market share