IV.

INTERNAL ANALYSIS

COMPANY’S MISSION, VISION

OUR VISION:
To be the Most Customer-Oriented Hypermart offering a One-Stop Shopping convenience
and Best Value to our Customers.
Sa Puregold, Always Panalo!

OUR MISSION:
Our Mission is to provide products, services and business opportunities to every Filipino Family
We establish lasting relationship with our Suppliers and Business Partners
We strive to promote the personal and professional development of our Employees
Sa bawat araw, Puregold kasama mo!

Parameters Y/N Explanation

Does it clearly answer the Yes

question: What do we want

to become?

Is it concise enough yet

inspirational?

Is it aspirational?

Does it give clear indication

as to when it should be

attained?

VISION
 To be the Most Customer-Oriented Hypermart offering a One-Stop
Shopping convenience and Best Value to our Customers.

Sa PUREGOLD, Always Panalo.

Parameter Yes / No Evaluation

1. Does it clearly answer the Yes The statement shows what the
question, “What do we want company wants to become. It
to become?” is concise as regards to its
content.

2. Is it concise enough yet Yes The Vision of the company is

inspirational? very much brief and concise.
The idea of having such
statement is for everyone to
understand. The statement
mentions “Sa Puregold,
always panalo.” This is
inspirational to both
employees of Puregold and
their customers.

3. Is it aspirational? Yes The vision very much

contains a meaning to lead
them to future advancement.
They aim to be the ‘most
customer-oriented’
supermarket and to give the
‘best value’ to their
customers.

4. Does it give a clear No The statement does not

indication as to when it contain any indications of
should be attained? time or time frame as to when
the vision should be achieved.

The table above is an evaluation of Puregold’s Vision Statement. It is shown that the
company lacks an essential component to complete a proper vision statement. This paper
proposes to revise the vision of the company in order to fill-out the necessary components. Thus,
this will hopefully make the company more organized and be more competitive in their field of
business.

Mission

Customers Yes “Dealings with our customers, namely, the planters, traders and

fellow industry stakeholders.”

Markets

Technology .

Concern

for

survival,

growth and

profitability

Philosophy

Self-

concept

Concern

for public

image

Concern

for

employees
 Concern

for nation

Analysis of Company Mission

MISSION

Our Mission is to Provide Products, Services and Business Opportunities to

Every Filipino Family.

We Establish Lasting Relationship with Our Suppliers and Business

Partners.

We Strive to Promote the Personal and Professional Development of our

Employees.

We Commit Profitable Results to the Stockholders.

Sa bawat araw, PUREGOLD, kasama mo!

Component Yes / No Evaluation

1. Customers Yes The Mission states that

Puregold’s mission is to cater
to every Filipino Family. This
is addressed to the general
public that is of the citizens of
the Philippines. Also, it is
mentioned that it is in their
mission to build a good
relationship with their
suppliers and business
partners which is also their
customers, one way or
another.

2. Products and Services Yes The Mission Statement

mentioned “provide products,
services and business
opportunities”. They do not
 only sell products, but also
they provide quality service to
customers, stockholders of the
company, and their business
partners.

3. Markets Yes The company operates more

than 150 stores nationwide,
mostly in Luzon, its target
market is the general public.
Their business is concerned
with every age group. The
term ‘every Filipino family’
coins out that they are
targeting households as their
primary market.

4. Technology No Although the Mission

Statement is very much
flexible and innovative
patterned to the needs of their
customers and stockholders, it
did not mention technologies
that can be used to serve the
former and the latter.

5. Concern for survival, Yes Though it is not stated that the

growth, & profitability
growth, survival, and
profitability is for them, the
statement has a concern for
such because with the
successful profitability and
progress of their stockholders
and the good bond they
establish with their business
partners, it will lead to their
own advancement.

6. Philosophy Yes Puregold’s philosophy is “Sa

bawat araw, Puregold kasama
mo.” This statement reaches
to the Filipino citizens.
Unlike other companies, they
used Filipino language to
make their company more
appealing to the public
7. Self-concept No Although Puregold has been
operating in most cities in
Metro Manila, Northern and
Southern Luzon, the company
failed to include in their
mission a self concept of
being the top 3 hypermarkets
in the Philippines despite
being the 2nd best
hypermarket in the country.

8. Concern for Public Image No Although Puregold has

received various awards, the
Mission statement does not
contain any words or phrases
that shows their concern for
their public image

9. Concern for Employees Yes Their mission statement

indicates their healthy
relationship with their
employees and their drive to
promote their employees’
development both
professionally and personally.

In the current Mission statement of the company, it lacks the method of what they
would use to be innovative and should be patterned to the needs and wants of their customers
and stockholders that they should serve with just competence. The statement also lacks a self-
concept in which they should establish a self identification as to what they want to project in the
public. Their public image was not concerned if you would study the statement. The company
should have an awareness and consciousness to their public image. The current mission
statement is very promising but it lacks merit for it lacks a few factors necessary to a proper
mission statement, that is stated in the step-by-step formulation of a strategic management paper
textbook by Fred David.
Revised Vision and Mission

Proposed Mission Statement

MISSION

Our Mission is to be the leading Hypermarket in the Philippines and to

Provide Products, Services and Business Opportunities to Every Filipino
Family in the aid of Innovation and Technology.

We Establish Lasting Relationship with Our Customers, Suppliers, and

Business Partners.

We Strive to Promote the Personal and Professional Development of our

Employees.

We Commit Profitable Results to the Stockholders.

Sa bawat araw, PUREGOLD, kasama mo!

Component Yes / No Evaluation

1. Customers Yes The Mission states that

Puregold’s mission is to cater
to every Filipino Family. This
is addressed to the general
public that is of the citizens
of the Philippines. Also, it is
mentioned that it is in their
mission to build a good
relationship with their
suppliers and business
partners which is also their
customers, one way or
another.

2. Products and Services Yes The Mission Statement

mentioned “provide products,
services and business
opportunities”. They do not
 only sell products, but also
they provide quality service
to customers, stockholders of
the company, and their
business partners.

3. Markets Yes The company operates more

than 150 stores nationwide,
mostly in Luzon, its target
market is the general public.
Their business is concerned
with every age group. The
term ‘every Filipino family’
coins out that they are
targeting households as their
primary market.

4. Technology Yes It is mentioned in the

proposed mission statement
that it aims to provide
services and products with
the aid of technological
advancement and growth and
innovation.

5. Concern for survival, Yes Though it is not stated that

growth, & profitability
the growth, survival, and
profitability is for them, the
statement has a concern for
such because with the
successful profitability and
progress of their stockholders
and the good bond they
establish with their business
partners, it will lead to their
own advancement.

6. Philosophy Yes Puregold’s philosophy is “Sa

bawat araw, Puregold kasama
mo.” This statement reaches
to the Filipino citizens.
Unlike other companies, they
used Filipino language to
make their company more
appealing to the public
7. Self-concept Yes The statement provides a
clear thought of Puregold
aiming to be the leading
Hypermarket in the
Philippines.

8. Concern for Public Image Yes Puregold’s mission statement

wants to establish a
relationship with it’s
customers and that is the
general public. This coins out
a certain hint that they have
concern for their public
image and they are doing this
approach to appeal to the
mass population.

9. Concern for Employees Yes Their mission statement

indicates their healthy
relationship with their
employees and their drive to
promote their employees’
development both
professionally and personally.

The statement above is the proposed mission for the company. As projected in the
lattest table, the factors and terms necessary for an improved and more proper version of the
mission statement are complied therein. This statement aims to help in the development and
growth of the company.

Core Values

CORE VALUES:
Sense of Belonging
Feeling that one has an essential role to play as part of the PUREGOLD family
Sense of Service
Providing products and services that meet the demands and expectations of customers

Dynamism
Open, adaptive and responsive to the changing environment

Commitment
Dedicated and conscientious focus on work

Loyalty and Integrity

Honor, credibility, “palabra de honor”, “walking the talk”

(Name of your company)

History

Puregold Price Club, Inc. (“Puregold” or “the Company”) was incorporated on September 8,
1998 and opened its first Puregold hypermarket store in Mandaluyong City in December of the
same year. In 2001, it began its expansion by building 2 additional hypermarket stores in Manila
and Paranaque. It also launched its loyalty program, which was eventually renamed as “Tindahan
ni Aling Puring” in 2004. Between 2002 to 2006, Puregold continued its expansion at an average
of 3 new stores every year and established operations in North and South Luzon.

In 2008, Puregold was recognized by Reader’s Digest Asia’s as the Most Trusted Brand in
supermarket category. To expedite market coverage, a new format called “Puregold Jr.
Supermarket” was introduced in the 4th quarter of 2008. By mid-2009, the Company gained
market leadership being the second largest hypermarket and supermarket retailer in the
Philippines in terms of net sales. By 2010, it was already operating 62 stores, and launched
another format called, “Puregold Extra”. In the same year and henceforth, Puregold was
recognized by Retail Asia Pacific as one of the top 500 retailers among the 14 economies of the
region.

2011 saw the highest number of store openings in Puregold history with the launch of 38 new
stores making its number of stores to a total of 100. In the succeeding year, Puregold acquired a
related retail company, Kareila Management Corporation, with 6 S&R Membership Shopping
Warehouses (patterned after the Costco and Sam’s Club in the USA), opened 31 new Puregold
organic stores and acquired Gant Group of Companies known as “Parco supermarkets” with 19
stores.

In 2013, Puregold acquired another supermarket chain, Company E Corporation, with 15 stores
and opened 40 new stores. S&R opened 2 warehouses located in Davao Province and
Mandaluyong City. Company E and Gant Group of Companies later merged with Puregold.

In 2014, Puregold opened 28 stores, 1 S&R store and 4 S&R New York Style Pizza/quick
service restaurants (QSR). It also partnered with Lawson, Inc. and Lawson Asia Pacific Pte Ltd.
under a joint venture company called PG Lawson, Inc. PG Lawson plans to build and operate a
chain of Lawson convenient stores all over the Philippines targetting a total of 500 stores by
2020. The parties’ investment share is 70% Puregold and 30% Lawson.

In 2015, Puregold opened 15 hypermarkets, 11 supermarkets, 1 S&R Warehouse and 10 QSRs.

In 2016, Puregold opened another 15 hypermarkets, 8 supermarkets, 2 extras, 1 minimart, 2

S&R Warehouse and 7 QSRs.

By the end of 2016, Puregold was operating a total of 147 hypermarkets, 100 supermarkets, 29
extra, 1 minimart, 12 S&R warehouse clubs, 23 S&R-QSRs, 9 stores under NE Bodega and 8
Budgetlane stores, for a total of 329 stores located in the following areas:

DISTINCTIVE COMPETENCY (of your company)

(Text here)

MANAGEMENT
The Company has a team of experienced professionals with over 20 years of experience in the
retail industry, particularly with respect to establishing, managing and operating hypermarkets
and supermarkets. These professionals include those who were instrumental in the development,
management and growth of the Company from its first store in 1998, and in enabling the
Company to achieve its leading position. The Company believes that this market experience and
knowledge that its key officers and executives possess in the retail industry, and the business
relationships they have developed with suppliers and customers, particularly resellers, will
continue to benefit the Company.
The Company also emphasizes identifying and developing high potential employees into future
leaders for the Company through structured training programs. The Company has an inhouse
educational institute, ‘‘Puregold Academe’’, which offers training programs to equip its
management trainees and supervisors with leadership and management skills, customer service
skills, store operations management skills, and knowledge to serve as foundations for efficient
performance. Puregold Academe is located at the head office of the Company.
Puregold Price Club’s management is mainly divided into groups such as Merchandising,
Human Resource, Audit, Store, Management, and Accounting. These groups are handled by
Senior managers - Adela B. Cancino for Merchandising, Elvira D Gutierrez for Human
Resource, Anabelle S. Kahiwat for Audit, Elbert L. Balcos for Management, Marissa Delos
Reyes for Accounting. There are a total of 6 Senior Managers for Store, their roles are divided
49 | P a g e

into the major geographical areas wherein Puregold operates. They are Edison T. Anggala, James
Balingit, Renato T. Bechayda, Sherwin C. Hau, Robert Kelvin Y. Kuan, and Joseph U. Sy
College of Business Administration and Accountancy

into the major geographical areas wherein Puregold operates. They are Edison T. Anggala, James

Balingit, Renato T. Bechayda, Sherwin C. Hau, Robert Kelvin Y. Kuan, and Joseph U. Sy

SUMMARY

Name Age Since Current Position

Lucio Co 62 1998 Chairman of the Board

Ferdinand Vincent Co 32 2015 President, Director

Anthony Sy 52 2006 President - S&R Membership Shopping

Susan Co 2015 Vice Chairman of the Board

Aida de Guzman 53 1999 Senior Vice President

John Marson Hao 2014 Vice President for Investor Relations

Kelly Ricks 70 Vice-President for Operations of S&R Membership

Shopping

Denise Maria Carolino 49 1999 Vice President - Administration

Grace Sy 50 2015 Treasurer

Elvira Gutierrez 42 2011 Senior Manager - Human Resources

Pamela Justine Co 29 2003 Merchandising Manager, Director

Gisela Altura 43 2007 Comptroller of Karella Management Corporation

Edison Anggala 36 2001 Senior Store Manager

Elbert Balcos 47 2011 Senior Manager - Management Information Services

James Balingit 42 1995 Senior Store Manager

Emelda Bechayda 45 1999 Department Manager - Cash Management

Antonio De Los Santos 40 2012 National Operations Manager

Sherwin Hau 37 1999 Senior Store Manager

Robert Kelvin Kuan 36 2010 Senior Store Manager

Teodoro Polinga 2015 Acting Comptroller

Baby Gerlie Sacro 35 2000 Corporate Secretary

Candy Dacanay- 39 Assistant Corporate Secretary, Compliance Officer

Datuon

Edgardo Lacson 74 2018 Lead Independent Director

Leonardo Dayao 2016 Director

Jack Huang 2018 Director

Jaime Dela Rosa 2018 Independent Director

Marilyn Pardo 2010 Independent Director

BIOGRAPHIES

Name Description
Lucio Co Mr. Lucio L. Co has been Chairman of the Board of Puregold Price Club
Inc. since September 1998. He is also currently the Chairman of Puregold
Finance, Inc., Puregold Duty Free Subic, Inc., Puregold Realty Leasing and
Management, Inc. and President of Bellagio Holdings, Inc., Ellimac Prime
Holdings, Inc., Cosco Prime Holdings, Inc., Forbes Corporation, LCCK &
Sons Realty Corporation, Patron Supermarket, Inc., Puregold Junior
Supermarket, Inc., Puregold Duty Free, Inc. and Puregold Properties, Inc.
He is also a Director of Alcorn Gold Resources, Inc. and a member of the
Board of Trustees of Adamson University. Mr. Co has been an
entrepreneur for the past 40 years.

Ferdinand Mr. Ferdinand Vincent P. Co serves as President and Director of Puregold

Vincent Co Price Club Inc. since June 1, 2015. He was appointed to the board in 2003.
He is also the Marketing Director of the Company. Mr. Co is currently the
President of 514 Shaw Property Holdings, Inc., KMC Realty Corporation,
VFC Land Resources, and Pajusco Realty Corporation and Treasurer of
Fertuna Holdings, Inc. He is also a Director of 118 Holdings, Inc. and
Ellimac Prime Holdings, Inc., Patagonia Holdings, Inc. Mr. Co received a
Bachelor of Science degree in Entrepreneurial Management from the
University of Asia and the Pacific.

Anthony Sy Mr. Anthony G. Sy serves as a President of S&R Membership Shopping of

Puregold Price Club Inc since year 2006. He is also a Director of Antel
Holdings (Gen. Trias), Inc. Antel Land Holdings, Inc. and El Molino
Corporation. Prior to joining the Company, Mr. Sy worked as General
Manager for Visual Merchandising Center from 1988 to 2008 and
President of Tatak Pilipino from 1998 to 2007. Mr. Sy is a graduate of BS
Management Engineering from the Ateneo De Manila University in 1982
and completed a Strategic Business Economic Program from the University
of Asia and the Pacific in 2001.

Susan Co Ms. Susan P. Co has been Vice Chairman of the Board of Puregold Price
Club Inc. since September 1998. She used to serve as Treasurer. She is also
currently the Chairman of Cosco Price, Inc., President of Pure Value
Foods, Inc., and Treasurer of Bellagio Holdings, Inc., Pajusco Realty
Corporation, Puregold Finance, Inc., and Puregold Leasing and
Management, Inc. She received a Bachelor of Science in Commerce from
the University of Santo Tomas.

Aida de Guzman Ms. Aida B. de Guzman serves as Senior Vice President of Puregold Price
Club Inc since September 19, 1999. Prior to her engagement with
Puregold, she was employed by Royal Duty-Free Shops, Inc. as Assistant
General Manager and Rustan’s Supercenters, Inc. (Shopwise) as Senior
Manager for Supermarket Merchandising from 1993 to 1999. She received
a Bachelor of Science in Commerce Major in Economics degree from the
Polytechnic University of the Philippines, Cum Laude. She also studied
 Supermarket Management Operations at Fleming Institute in Oklahoma
City, Oklahoma, USA.

John Marson Hao

Kelly Ricks Mr. Kelly Eugene Ricks, Jr. serves as a Vice-President for Operations of
S&R Membership Shopping of Puregold Price Club Inc. Prior to joining
the company, he worked as International Manager of Pricesmart from 1997
to 2006 and Warehouse Manager and District Manager of Pace
Membership Warehouse from 1987 to 1995.

Denise Ms. Denise Maria D. Carolino serves as Vice President for Administration
Maria Carolino of Puregold Price Club Inc since 1999. Prior to joining the Company, she
served as Purchasing Manager at Uniwide Sales, Inc. Houseware
Department from 1987 to 1992. Ms. Carolino received a Bachelor of
Science degree from the University of Santo Tomas and passed the
Architects’ Licensure Examinations in 1986.

Grace Sy Ms. Grace E. Sy has been Treasurer of Puregold Price Club Inc since June
2, 2015. She was previously connected with Master Tours and Travel
Corporation as Assistant Accountant from 1984 to 1988 and with Pan
Pacific Travel Corporation as Branch Accountant from 1988 to 1994. Ms.
Sy received a degree in Commerce, majoring in Accounting from St. Paul’s
College - Manila.

Elvira Gutierrez Ms. Elvira D. Gutierrez serves as Senior Manager for Human Resources of
Puregold Price Club Inc since April 2011. Prior to joining the Company,
she was employed by Royal Undergarments Corporation of the Philippines
as personnel staff from 1991 to 1993, by Northwest Realty Corporation as
Human Resources and Administrative Manager from 1993 to 2001 and by
Super Shopping Market, Inc, (Super SM Hypermarket) as Personnel
Manager from 2001 to 2003. Ms. Gutierrez received a Bachelor of Arts
degree in Psychology from the College of the Holy Spirit.

Pamela Justine Co Ms. Pamela Justine P. Co serves as Merchandising Manager and Director
of Puregold Price Club Inc since 2003. She is also currently the President
of Fertuna Holdings, Inc., and Treasurer of 118 Holdings, Inc., Cosco
Prime Holdings, Inc., Cosco Price, Inc., Ellimac Prime Holdings, Inc.,
KMC Realty Corporation, Patagonia Holdings, Corporation, Patron
Supermarket, Inc., Pure Value Foods, Inc., Puregold Junior Supermarket,
Inc., and VFC Land Resources, Inc. She is also a Director of Pajusco
Realty Corporation, PSMT Philippines, Inc., and Puregold Duty Free
(Subic), Inc, and is the General Manager of Ice Mixx Trading.

Gisela Altura Ms. Gisela R. Altura serves as a Comptroller of Karella Management

Corporation of Puregold Price Club since 2007. Prior to joining the
Company, Ms. Altura worked as Finance Manager for Exchange Properties
 Resources Corporation from February 1999 to August 2001. She also
served as Finance Manager at Cellstar Philippines, Inc. from September
2001 to April 2003 and HR/Admin Manager at Matrix Mobile, Inc. from
May to August 2003. She is a graduate of Bachelor in Accountancy at the
Polytechnic University of the Philippines in 1990, Cum Laude, and she is
Certified Public Accountant.

Edison Anggala Mr. Edison T. Anggala serves as Senior Store Manager of Puregold Price
Club Inc since 2001. Prior to joining the Company, he was employed by
Fortune Tobacco Corporation as an internal auditor from 1998 to 2001. Mr.
Anggala has a Bachelor of Science degree in Industrial Engineering from
the University of Santo Tomas.

Elbert Balcos Mr. Elbert I. Balcos serves as a Senior Manager for Management
Information Services of Puregold Price Club Inc. Prior to joining the
Company, Mr. Balcos worked as Strategic Business Solutions Manager
with Remar International, Inc. in 2005, and as MIS manager with the Ever
Group of Stores from 1997 to 2005, as MIS officer from 1995 and 1997
and as Sotre terminal system supervisor from 1994 to 1995. He has a
Bachelor of Arts degree in Economics from the University of Santo Tomas.

James Balingit Mr. James Balingit serves as a Senior Store Manager of Puregold Price
Club Inc. Prior to joining the company, he was employed as branch
manager by St. Peter Life Insurance Company. Mr. Balingit received a
Bachelor of Science degree from Holy Angel University.

Emelda Bechayda Ms. Emelda T. Bechayda serves as a Department Manager for Cash
Management of Puregold Price Club In. She previously worked as a new
accounts teller with Asian Bank Savings from 1988 to 1990, as sundries
clerk with Metropolitan Bank & Trust Company from 1990 to 1994 and as
staff with KMC Realty Corporation in 1994. She has a degree in
Commerce from St. Paul College - Manila.

Antonio De Los Mr. Antonio E. De Los Santos serves as a National Operations Manager of
Santos Puregold Price Club Inc since 2012. He has spent over 20 years in the
FMCG industry. He has experience in Sales Development - Modern and
Traditional Trade, Sales Training, Sales Administration and Customer
Marketing. He started his career as a Key Account Manager in Procter and
Gamble Philippines and became Managing Director of Right Goods
Philippines, Inc. (RGPI). Prior to joining Puregold, he was the National
Sales Development Manager of Colgate Palmolive Philippines, Inc. He has
travelled in many parts of the world to deliver training on Modern Retail
Management, Distributor Management and Field Sales Leadership. He
received his Bachelor of Arts degree in Economics from the Ateneo De
Manila University.
Sherwin Hau Mr. Sherwin C. Hau serves as a Senior Store Manager of Puregold Price
Club Inc. Mr. Hau received a Bachelor of Science degree in Industrial
Engineering from the University of Santo Tomas.

Robert Mr. Robert Kelvin Y. Kuan serves as a Senior Store Manager of Puregold
Kelvin Kuan Price Club Inc. He was previously employed as Assistant Brand Manager
by Nestle Philippines Inc. from 1997 to 1999 and as Chief Operating
Officer by Creative Dining, Inc. from 2000 to 2006. Mr. Kuan has a
Master’s degree in Entrepreneurship from Asian Institute of Management
in 2001.

Teodoro Polinga Mr. Teodoro A. Polinga serves as Acting Comptroller of Puregold Price
Club Inc. effective March 31, 2015. He is a Certified Public Accountant.
He has Bachelor of Science in Commerce major in Accountancy from
Divine Word College in 1978. He completed the Management
Development Program from Asian Institute of Management in 1990.

Baby Gerlie Sacro Ms. Baby Gerlie I. Sacro serves as Corporate Secretary of Puregold Price
Club Inc since 2000. Prior to joining the Company, she was employed by
Plaza Fair, Inc. in the Compensation and Benefit Section of the Human
Resources Department. Ms. Sacro received a Bachelor of Science degree in
Entrepreneurial Management as well as completing a post-baccalaureate
course in Management from the Polytechnic University of the Philippines.

Candy Dacanay- Atty. Candy H. Dacanay-Datuon serves as Assistant Corporate Secretary

Datuon and Compliance Officer of Puregold Price Club Inc. She is a lawyer and a
member of the Philippine Bar since 2004. She has been employed as
counsel for the Company since 2004. She received a Bachelor of Arts,
Cum Laude in Political Science from the Colegio de San Juan de Letran
and a Bachelor of Laws Degree from the University of Santo Tomas.

Edgardo Lacson Mr. Edgardo G. Lacson has been Lead Independent Director of Puregold
Price Club Inc. since May 8, 2018. He is currently the Chairman of
Metrostore Corporation, MIL Export Philippines, Beacon Environmental
Management Services, Primelode, Managing Director of Link Edge and the
President of MIS Maritime Corporation, Safe Seas Shipping Agency,
Marine Industrial Supply Corporation, and EML Realty. He is also the
President of the Employers Confederation of the Philippines and a Member
of the Makati Business Development Council, Philippine Nippon Kyokai
Technical, Philippine Interisland Shipping Association and the
Management Association of the Philippines. Mr. Lacson received a
Bachelor of Science in Commerce from De La Salle College (now De La
Salle University).

Leonardo Dayao Mr. Leonardo B. Dayao has been Director of Puregold Price Club Inc.
since May 10, 2016. He served as President and Vice Chairman of the
Board from 1998 to June 1, 2015. He has served as the Chairman of PSMT
 Philippines, Inc., President of Puregold Finance Inc. and Alcorn Gold
Resources, Inc., and Vice-President of Ellimac Prime Holdings, Inc.,
Bellagio Holdings, Inc., Pajusco Realty Corporation, Puregold Properties,
Inc., VFC Land Resources, Inc., and Cosco Prime Holdings, Inc. Mr.
Dayao is also a Director of Fontana Development Corporation. Mr. Dayao
was previously connected with Ayala Investment and Development
Corporation as Vice-President from 1980 to 1984 and Bank of the
Philippine Islands as Vice President from 1984 to 1994. Mr. Dayao
received a Bachelor of Science degree in Commerce from the Far Eastern
University.

Jack Huang

Jaime Dela Rosa

Marilyn Pardo Ms. Marilyn V. Pardo has been Independent Director of Puregold Price
Club Inc. since October 20, 2010. She is currently the Chairman and Chief
Executive Officer of Asian Holdings Corporation, Downtown Properties,
Inc., Casa Catalina Corporation, and Catalina Commercial Properties, Inc.
Ms. Pardo received a Bachelor of Liberal Arts and an Associates Degree in
Business from Assumption College.

Organizational Culture

“Sense of Belonging ” - Feeling that one has an essential role to play as part of the PUREGOLD
family.
Custome r Service - Providing products and services that meet the demands and expectations of
customers.
Dynamism - Open, adaptive and responsive to the changing environment
Commitment - Dedicated and conscientious focus on work
Integrity and Loyalty - Honor, credibility, honesty, dignity, "palabra de honor", "walking the
talk" ...” (Puregold Price C lub, Inc., 2012)
This being the values that Puregold implies can be closely associated to their current mission. This

can be supported by the programs that give customer satisfaction like the launching of their promos

for the customers. Such is also supported by the employer-related awards that Puregold has

received over the years like the recognition they received from the Department of Labor and

Employment for their active participation in the employment program of PWD’s and for being in
the top five company-employers who registered the most number of job placements in the Public

Employment Service Office Job Fairs and job referral in the city of Pasay.

Human Resource

As of August 26, 2011, the Company had approximately 2,482 directly hired employees. The
Company anticipates that it will have approximately 3,545 employees within the next 12 months
as a result of an additional 1,063 directly hired employees to be employed for the planned store
openings in 2011, and the Company does not expect to encounter any difficulty in sourcing the
labor for these additional positions. The Company believes that its relations with its employees
are generally good. The Company has exper ienced no material work stoppages or
51 | P a g e

strikes in the past five years. The Company’s employees are not represented by any labor union.
College of Business Administration and Accountancy
strikes in the past five years. The Company’s employees are not represented by any labor union.
The Company neither grants any supplemental benefits to its employees nor any incentive
arrangements such as stock options. The Company currently does not have any retirement plan
or retirement fund but is in the process of finalizing a retirement plan for Board approval. The
Company’s remuneration policy provides for performance reviews and salary reviews which are
geared towards attaining improved performance among the employees by coupling salary
increases with positive performance reviews.
In addition, Puregold has received various awards and recognition like the recognition from the
Department of Labor and Employment for their active participation in the job placement for
qualified persons with disabilities (PWD). They also received an award as one of the TOP FIVE
COMPANY-EMPLOYERS who registered the most number of job placements in the Public
Employment Service Office Job Fairs and job referral in the city of Pasay.
Recruitment and Promotion Policy
The Company’s recruitment policy objective is to obtain the most qualified and the most
competent personnel to fill vacant positions in the organization by attracting a qualified pool of
applicants and evaluating their aptitude, personality, skills, and competencies. This policy was
instituted in January 2010. Rank and file employees are hired initially on a six month
probationary period and following successful completion of the probationary period, they are
hired as full-time employees.
The Company’s promotion policy governs the procedure of screening and promoting employees
in the Company. The objectives of the policy are to maintain employee loyalty to the
organization, to keep good and competent employees, to reward proven ability, skills, and
integrity, to boost employee morale, to encourage employees to render the best service they are
capable of, to increase the overall efficiency of the organization and to aid in the perso nal
development interests of the employees, and to reduce labor turnover.
Personnel Training
The Company instituted the Puregold Academe in 2007 and it is composed of two programs: the
Training Course for Management Trainees (‘‘TCMT’’) and the Leadership SkillsmProgram 1
(‘‘LSP1’’). TCMT is a training course for newly hired management trainees to train them to
manage a Puregold store and to educate them on the basics of Puregold store
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operations. The Company initiated refresher TCMT courses from February 23, 2011 to June 14,

2011 to all existing Puregold store officers. LSP1 consists of eleven training modules with the

intent of improving employee work performance. Each module is designed to improve an

employees’ leadership and management skills and is deve loped by the employee’s supervisor and

tailored to the needs of the employee.

Sub-Contractors
The Company subcontracts the following services: cash register operations, bagger and janitorial

services, security services, various construction and engineering services. The subcontractors are

Active Cooperation for Economic Sustenance and People Serve Multi- Purpose Cooperative. As

of August 26, 2011, the Company had 3,748 sub-contracted personnel.

OPERATIONS AND PRODUCTION

Ope rations
1. Process
The Company conducts its operations through the following three retail formats and store brands,
each of which is strategically located to target distinct price points and demographics:
Hype rmarkets. The Company conducts its operations primarily through a hypermarket format
known as ‘‘Puregold Price Club’’. These hypermarkets are mostly located in major commercial
centers and near transportation hubs. Puregold Price Club offers a broad variety of food and non-
food products, and generally caters to both retail customers and resellers such as members of the
Company’s pioneering TNAP loyalty/marketing program. The net selling space of the
Company’s 61 hypermarket stores ranges from 1,500 sqm to 7,800 sqm, with an average net
selling space of 3,368 sqm as of August 26, 2011. Each hypermarket offers 30,000 to 50,000
SKUs.
Supermarkets. The Company has a supermarket chain known as ‘‘Puregold Junior’’, operated
by its wholly-owned subsidiary, Puregold Junior Supermarket, Inc. In June 2010, Puregold
Junior Supermarket, Inc. became a subsidiary of the Company as part of a
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reorganization of companies owned and controlled by the Co Family. The Company’s
supermarkets are mostly located in residential areas and offer a higher proportion of food to non-
food products compared to the Company’s hypermarkets. The supermarkets have a store layout
similar to the Company’s hypermarkets but on a smaller scale. Puregold Junior stores generally
cater more to retail consumers rather than resellers. The net selling space of the Puregold Junior
supermarkets ranges from 800 sqm to 1,500 sqm, with an average net selling space of 947 sqm
as of August 26, 2011.
Discounters. ‘‘Puregold Extra’’ is the Company’s discount store format which offers a more
limited number of goods, comprising the Company’s top-selling SKUs, that are intended to be
sold quickly at prices that are lower than at Puregold Price Club or Puregold Junior. There are
seven Puregold Extra stores in operation in Luzon, the first of which opened in September 2010.
The net selling space of these stores generally ranges from 300 sqm to 700 sqm, with an average
net selling space of 432 sqm as of August 26, 2011.
The Company has an advanced management information technology system that allows real-
time monitoring of critical business information from merchandising, inventory and point-of-sale
(‘‘POS’’) data to customers, to financial management systems and business intelligence. This
system allows the Company to improve its operational efficiency and adjust product offerings in
line with market demand based on the sales data accumulated by its information systems. The
system also enables automated order 12 replenishment and ensures just- in-time delivery of
products from suppliers. As a result, the Company’s management information system is a key
contributor to the Company’s growth, providing an in-depth understanding of local
demographics and ability to respond quickly to changing consumer preferences. In addition, the
Company believes that its effective inventory and operational management has allowed it to keep
a tight control over stock levels, operating expenses and minimize losses resulting from
inventory writedowns. The Company’s inventory control system has resulted in a shrinkage rate,
calculated as the loss of goods as a percentage of sales, of less than 1.0% from 2008 to June 30,
2011.
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Figure 4.3 Hypermarket floor plan
2. Capacity

Puregold has strategically- located stores tailored to maximize coverage and penetration of its
targeted market segments. The company offers distinct store formats that are suitable for
different localities such as in commercial areas or residential areas. In terms of location, the
company assesses through informal market research whether a proposed store will be within the
catchment area of, and easily accessible by, its target customers. Puregold believes that its
careful selection of store locations and focus on specific markets has enabled it to build brand
strength and loyalty across its targeted customer base.
Puregold currently has three retail formats: hypermarket (Puregold Price Club), which caters to
resellers and retail customers; supermarkets (Puregold Junior) and discount stores (Puregold
Extra). The bulk of the business comes from hypermarket with an 86.7 percent share of total
revenues.
As of end-September, Puregold had 48 hypermarkets, 20 supermarkets and nine
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discounter stores. In 2011 alone, a total of 15 stores were opened while 12 stores were opened in
the last quarter of 2010. These new stores accounted for nearly a quarter of total net sales for the
nine-month period in 2011.
S&R, meanwhile, operates six membership stores serving the AB market, located at Fort
Bonifacio, Alabang, Diosdado Macapagal Highway, Quezon City, San Fernando (Pampanga)
and Cebu. In terms of geographic base, the potential merger will give Puregold a foothold
outside Luzon, given S&R’s branch in Cebu. Puregold itself, however, has plans to put up stores
in the Visayas and Mindanao within the next two to three years.
3. Quality

The Company’s success depends in part on its ability to source and sell products that both meet
its standards for quality and appeal to customers’ preferences. A small number of the Company’s
employees are primarily responsible for both sourcing products that meet the Company’s
specifications and identifying and responding to changing customer preferences. Failure to
source and market such products, or to accurately forecast changing customer preferences, could
lead to a decrease in the number of customer transactions at the Company’s stores and a decrease
in the amount customers spend when they visit these stores.
The Company has established strict quality control procedures at all of its hypermarkets,
supermarkets and discounters and regularly monitors the quality of merchandise. Quality control
is enforced at a per store level. On receipt of goods, all boxes are checked for irregularities, with
some boxes subject to random physical inspection on arrival at the stores. If any item is found to
be irregular or defective, the whole box is returned to the supplier. The Company tracks
expiration dates for all goods, and products must have a minimum shelf life to be displayed in
the Company’s stores, such as a minimum of two years prior to the expiration date for canned
goods and eight months for UHT milk. Expiring or expired products are returned to their
respective suppliers. Meat products must be certified by the National Meat Inspection Service,
and must follow cold chain management standards set by the Company and its suppliers. Since
suppliers bear the liability of defective products, any customer complaints are referred to the
customer care departments of the respective suppliers. The Company has a team of
merchandisers who conduct periodic inspections of Company products across its stores. The
Company is also subject to unannounced
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inspections by local and national government regulators to ensure compliance with applicable

regulations.

MARKETING
(Text here)

RESEARCH AND DEVELOPMENT

Research
The company believes that its ability to achieve a strong track record of growth has largely been
due to a business model that emphasizes the following: (1) a multi- format offering of
hypermarket, supermarket and discounter stores; (2) strategic store locations, and (3) efficient
and scalable operations. The company believes that this business model differentiates it from its
competitors and places it in a position to achieve further expansion.
Puregold has strategically- located stores tailored to maximize coverage and penetration of its
targeted market segments.
The company offers distinct store formats that are suitable for different localities such as in
commercial areas or residential areas. In terms of location, the Company assesses through
informal market research whether a proposed store will be within the catchment area of, and
easily accessible by, its target customers. The company believes that its careful selection of store
locations and focus on specific markets has enabled it to build brand strength and loyalty across
its targeted customer base.
In addition, the company’s efficient and scalable operations are enhanced by outsourcing various
logistics and distribution functions to third party cross-docking providers such as Supply Chain
Solutions Management, Inc. (‘‘SCSM, Inc.’’) and AONE, Inc., which the Company believes
allows it to expand its store network rapidly while lowering its operating costs. All restocking of
the Company’s inventory is provided through direct store deliveries using the distribution
networks of the Company’s suppliers or by
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cross-docking, which is the moving of cargo from one transport vehicle directly into another
with minimal or no warehousing, enabling the company to dispense with maintaining a costly
distribution network for deliveries. The company also works with independent contractors and
subcontractors to manage the demand for manpower in connection with its store expansions.
These outsourcing arrangements result in a platform that allows the company to benefit from a
relatively quick turnaround period from selection of a site to store opening and limit its
investment requirements for these new stores. Furthermore, it increasingly benefits from
economies of scale, including in purchasing, merchandising, advertising and promotions and
personnel costs. As the company expands, its broad network of operations enables it to attract
highly regarded concessionaires, negotiate favorable contract terms and establish close
relationships with concessionaires and suppliers. College of Business Administration and
Accountancy

cross-docking, which is the moving of cargo from one transport vehicle directly into another with

minimal or no warehousing, enabling the company to dispense with maintaining a costly

distribution network for deliveries. The company also works with independent contractors and

subcontractors to manage the demand for manpower in connection with its store expansions. These

outsourcing arrangements result in a platform that allows the company to benefit from a relatively

quick turnaround period from selection of a site to store opening and limit its investment

requirements for these new stores. Furthermore, it increasingly benefits from economies of scale,

including in purchasing, merchandising, advertising and promotions and personnel costs. As the

company expands, its broad network of operations enables it to attract highly regarded

concessionaires, negotiate favorable contract terms and establish close relationships with

concessionaires and suppliers.

MANAGEMENT INFORMATION SYSTEM

(Text here)
FINANCIAL

Financial ratios

Ratios 2017 2016

Liquidity

Current Ratio

Quick Ratio

Leverage

Debt to Equity Ratio

Debt to Total Asset Ratio

Long Term Debt to Equity

Ratio

Efficiency

Inventory Turnover

Fixed Asset Turnover

Total Asset Turnover

Profitability

Operating Profit Margin

Gross Profit Margin

Net Income Margin

Return on Total Assets

Return on Total Equity

INTERNAL FACTOR EVALUATION

Weighted
Key Internal Factors Weight Rating
Score
Strengths

Weaknesses

Total

Analysis: