A Strategic management paper on establishing a bakeshop in Imus, Cavite: Hazels Bakeshop

The neighborhood bakery has been part of the Filipino way of life and there has never been any other bread product which has dominated the Filipino breakfast table more than the common pandesal. The Filipinos fondness for bread is exhibit by the fat that bakeries of different sizes and forms have sprouted in the different communities both rural and metropolitan nationwide. The Filipinos love affair with bread and bread-related products has been a tradition of good taste (Goldilocks) along the years. The Filipinos palate for bread and bread-related products has become more and more sophisticated, with stores becoming more differentiated, exhibiting innovative changes and specialized products (BreadTalk and French Baker). Products no longer represent simply food but a lifestyle and culture of the consumer. Most Filipinos dream of owning and operating a successful business, in the bakery products industry most successful bakeshops were started and are still being managed by families. Goldilocks, Jonis, Julies Bakeshop and most recently BreadTalk (Philippine franchise) were all established by families in one from or another. Goldilocks, the dominant bakeshop in the country started from humble beginning, from a two-room apartment to an international business, its accomplishments are indeed amazing. Julies Bakeshop, from serving a small community in Wireless Mandaue City, Cebu to being the largest (in terms of branches) bakery in the country. Opening a neighborhood bakery and eventually keeping the business profitable has become a lot harder competition, sky-rocketing prices of raw materials, changing demographics , consumer preferences and spending behavior have all become key factors in the strategies to be implemented by business operators. Still, there is a significant demand for bread and brad-related products in the local community, as Filipinos put high value for freshness in breads as well as taste, and with tough economic conditions, price as well. With good business fundamentals, competent technical knowledge in banking, complimented with proper business locations and familiarity with the local market, a new player can still enter and capture the majority of the local market and establish as the dominant bakeshop in the targeted local communities. This paper aims to provide an overview of the Bread Products Industry in the Philippines and present the strategies needed to be implemented in starting and operating a bakeshop catering to the local communities or barangays. Imus, Cavite is the target location for the establishment Hazels Bakeshop 9HBS) and its branches, a partnership between Heindritz Y. Concepcion, Hazel Y. Crudo, the Concepcion Family and the Crudo Family. This paper focuses on the strategic management aspect of opening and operating a bakeshop in the locality, although specific and detailed preparations for opening the business were also included