Strategic management plan [on] Ella's Bakeshop

Date of Publication

2007

Document Type

Oral Comprehensive Exam

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Defense Panel Chair

Willy L. Cuason

Defense Panel Member

Chippy Grey
Maria Victoria P. Tibon

Abstract/Summary

Graduate of the University of the Philippines (Diliman) with a degree in BS Foods and Nutrition. She worked for Sulo Restaurant as a Nutritionist and was later on promoted as Unit Manager of Sulo Services and Supply System the centralized purchasing and bakeshop of the Sulo Group of Companies. With over twelve years of work experience in the food service industry, she decided to open her own small business in the early 1980s, shortly after she got married to a lawyer and had four kids. The business was duly registered with the Bureau of Domestic Trade in 1982.

From a small backyard business with only two employees, the business has grown considerably for the past two decades. The company now has its own production area, with a floor area of 120 square meters, equipped with complete baking equipment and machineries. The company also has a total of fifteen employees and total assets amounting to approximately P3,000,000.00.

Currently, the company does not have any formal vision to guide its path. Because of this, a vision statement is conceptualized based one the company's core ideologies and envisioned future. In lieu of the proposed vision statement - We aim to be the first choice of Filipino consumers in the industry by bringing together our innovative ideas and our deeply rooted passion for the things that we do. We commit ourselves to treat our customers with utmost reverence and follow ethical standards that will guide our every action in our day to day existence. - the proponent has come up with the following corporate objectives:

* To be one of the recognized companies among the micro and small-sized firms in the bakery subsector of the Philippines food processing industry - capturing at least 0.25% of its total market share (in terms of sales) - by end of 2012, specializing in quality and innovative home-baked products.

* To achieve overall company growth by doubling income generated from company-owned distribution channels and by increasing income generated from institutional clients by at least 30%.

The external and internal environment analysis, strategic plan, functional area strategies, implementation and financial projections are discussed thoroughly in the succeeding pages.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDOCE00993

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Bakers and bakeries--Philippines--Management; Baked product industry--Philippines; Ella's Bakeshop

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