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GOLDILOCKS

Goldilocks is a leading bakeshop chain that originated in the Philippines and has since expanded to the US, Canada, and Thailand. It offers cakes, breads, pastries and meals. Founded in 1966, it has grown to over 500 stores and $7.86 billion in annual sales. While it faces threats from increasing competition and costs, partnering with S.M. Corporation is expected to help Goldilocks strengthen its position as the top bakeshop in the Philippines.

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2K views17 pages

GOLDILOCKS

Goldilocks is a leading bakeshop chain that originated in the Philippines and has since expanded to the US, Canada, and Thailand. It offers cakes, breads, pastries and meals. Founded in 1966, it has grown to over 500 stores and $7.86 billion in annual sales. While it faces threats from increasing competition and costs, partnering with S.M. Corporation is expected to help Goldilocks strengthen its position as the top bakeshop in the Philippines.

Uploaded by

AhnJello
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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.

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