Marketing and Goldilocks

Topics: Philippines, Marketing, Strategic management Pages: 11 (2004 words) Published: September 28, 2014
SECTION I
EXECUTIVE SUMMARY
Bakeshops traces its roots to the collaboration and complementary talents of the women who’s collective love for good fueled what has been transformed into enterprise today. For the most Filipinos, Bakeshops sell their products like pastries, breads and cakes. Bakeshop has become an integral part of the Filipino way of life and that is why the Bakeshops in the Philippines are sprouting everywhere. The Philippine bakeries market is expanding steadily mainly due to the Filipino eating habits and which Goldilocks Bakeshop has capitalized on. Their expansion and growth has primarily been from strong customer relationship, management and brand loyalty, experienced management, strong financial backing and a high demand for quality of humanity’s oldest food. Goldilocks Bakeshop is continuing to expand their establishments of location and diversities of cakes and pastries. They strive at introducing a new product, keeping them in the loop of mature growth stage in the market. Goldilocks is a firm that primarily concentrates on the excellence of products and services that go beyond customer expectation worldwide. The personnel of Goldilocks believes that the customers deserve the best service, prompt and efficient service, courtesy, and customer satisfaction are just a few ways to show gratitude to them with their unique quality of cakes and pastries, this will differentiate from their direct and indirect competitors. Goldilocks uses the modern way of making cakes and pastries. Considering their target market, their delicious products and affordable prices compared to other bakeshop. Goldilocks continues to strengthen its position as a genuine Filipino Icon. The store itself offers good ambiance to its customer making it comfortable place to chill and relax. The physical environment fits to the taste of its target market as well. The purpose of this study is to reach the researchers objective which is to inform the reader about the nature of the business, the population studied, the setting and includes the phenomena or variables of the business

SECTION II
CURRENT MARKETING SITUATION
This section presents the Marketing Description, Target Market, Marketing Mix variables and the Competitors Analysis of Goldilocks. A. MARKETING DESCRIPTION

Goldilocks Bakeshop is a bakeshop chain based in the Philippines, which produces and distributes Philippine cakes and pastries. “Goldilocks” after the character of a fairy tale. The intention was to make it easier for children and their mothers to remember the bakeshop's name, and also because it suggested luck and prosperity. Little did the founders know that this "Once Upon a Time" would flourish into a real-life "Happily Ever After": though hard work, dedication, and an uncom-promising commitment to total customer satisfaction, Goldilocks is now the largest Filipino-owned bakeshop chain in the world. As a true global brand, it has expanded to more than 420 stores in the Philippines and overseas markets, and now employs a workforce of over 2,000 people. Likewise, the opening day total sales of P574 back in 1966 have multiplied thousands of times over. Goldilocks is a franchising business. In Cebu, there are 21 branches of Goldilocks which are located at SM City, Ayala Center , Mandaue Flyover, Ayala Center (Kiosk), Lahug, Colonnade , E- Mall, Fiesta 24, Gaisano Cebu, Gaisano Country Mall, Gaisano Fiesta Mall, JY Square, La Paloma, Lapu-Lapu, Metro Pacific Mall in Mandaue, Minglanilla, Pier Cebu, Robinsons Cebu, South Bus Terminal, South Super Hi-way . Goldilocks offers specialty cakes, breads, sweet breads, natives cakes, native treats and candies and assorted snacks which would suit in any seasons. The company has now made Goldilocks as a global brand strategizing regional and acting local. They have associated themselves well with the Filipinos and are now recognized as part of the culture of being Pinoy. The brand associates to Filipino...
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