Industry

• Chain based-bakeshop
• Originated in the
Philippines
• One of the leading
bakeshops in baking
industry
 Geographic area
• Philippines
• USA
• Canada
• Thailand
 Products
• Cakes
• Bread
• Pastries
• Meals
Organizational Chart/Structure
Richard L. Yee

Franchisees

Managers and Employees

Trend in sales over recent years
• 2016
–6.85 billion in sales
• 2017
–7.86 billion in sales
 Brief History
• Founded by Milagros Leelin Yee and Clarita Leelin Go
and their sister-in-law Doris Wilson Leelin
• Baked delicacies in their Makati City apartment to
serve to doctors, nurses and patients
• The name "Goldilocks“ came from the character in a
fairy tale
• The first Goldilocks store was a 70-square meter space
on the ground floor of a three-story building along
Pasong Tamo St. in Makati.
 Milestones
• 1966
– The first Goldilocks branch opens in Pasong Tamo, Makati
• 1969
– Goldilocks extends to catering services
• 1976
– Opened an outlet in Los Angeles, California
• 1984
– Opened a outlet in Vancouver, Canada
• 1991
– Began it's franchising program
• 1996
– Goldilocks exceeds 1 billion pesos in revenue.
• 2004
– The USA now has 17 Goldilocks stores across key cities including Las Vegas
• 2006
– Goldilocks reached 5 billion pesos in sales
– Opens its 200th store.
• 2009
– Goldilocks is recognized for its environmental activism and eco-friendly
production systems
• 2010
– Its first store in Bangkok, Thailand
– Goldilocks opens its 300th store in Quezon City
• 2012
– Goldilocks rebrands
– Updates its identity elements
• 2013
– Opened its 400th store
• 2014
– At the wedding of Dingdong Dantes and Marian Rivera, Goldilocks unveils a 12-
foot, 5-tiered cake
• 2016
– Goldilocks celebrates 50th aniversary
 The Competition
• Pande Manila
• Bread Talk
• Julie's Bakeshop
• Bread and Butter
• Red Ribbon
 The Supply Chain
• Simple products are made independently
• Complex products are ordered and
delivered from Goldilocks Cake Plant in
San Juan, Mandaluyong City
The Industry’s Customers

• Adults
• Teenagers
• Children
• Families
 SWOT Analysis
• Strengths
– One of the most popularly known bakeshops
in the Philippines
– Has hundreds of branches
– Offers franchises
– Offers online purchasing
 SWOT Analysis
• Weaknesses
– High franchising fee
– Perishable products
 SWOT Analysis
• Opportunities
– New products and recipes can be introduced
– Possible new locations
– Increasing market
– Possible marketing strategies
 SWOT Analysis
• Threats
– The increasing number of competitors
– Change in the economy
– Weather
– Price increase of supplies and raw materials
 Conclusion
• Goldilocks has a very strong stand in the
bakeshop industry in the Philippines
• Due to it's fierce competitors, the company
will cooperate with the S.M. Corporation
• When S.M. acquires Goldilocks, he company is
expected to progress further and may even
surpass it's greatest rival, Red Ribbon.