Case Analysis 1: Richard Yee

(Goldilocks President) 1

Case Analysis 1: Richard Yee (Goldilocks President)

MBA 203 - Organization Development

Graduate School of Business

Yu An Log – College of Business and Accountancy

University of St. La Salle – Bacolod

2nd Semester, AY 2018 – 2019

Submitted to:

Engr. Gerald Louis Poblador

Submitted by:

Ma. Geraldine C. Yakit

February 16, 2019

Case Analysis 1: Richard Yee
(Goldilocks President) 2

Part 2: Case Analysis 1: Richard Yee & Goldilocks 2019

Background of the leader & his role in the company;

 Goldilocks president Richard Yee is the second – generation owner, brother of Milagros

Leelin Yee and Clarita Leelin Go and brother in-law of Doris Wilson Leelin who have

founded Goldilocks. They started baking delicacies in their Makati Apartment to serve

doctors, nurses and eventually hospital patients. Their business prospered and led for the

opening of their first Goldilocks store with a 70 square meters space along Pasong Tamo

in Makati.

He was previously the Marketing and Sales Director which allowed him to learn business

from their customers’ point of view and perspective. A Plant Manager for two years that

gave him the opportunity to learn the technical aspect of their production and total quality

management in every step of manufacturing process. He was the Vice President and

Finance Director which he held for the longest time before he became President of

Goldilocks.

Current Status of the Company

 Goldilocks having opened its first store in Makati on May 15, 1966. However, after 24

years in 1990, it only had ten branches. From 1990 to the present, they have expanded to

close to 500 stores nationwide. Goldilocks celebrated its 50th year in 2016. Right now,

there are 15 Goldilocks stores in the key cities of North America – 11 in the United States,

and 3 in Canada. Continuously expanding in areas of Visayas and Mindanao, and in

Southeast Asia that appears to have huge potential. As end of 2018, Goldilocks is the
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number 1 bakeshop chain in the country. At present, 34% of Goldilocks was officially

acquired by SM Group as of end 2018.

Environmental Analysis (SWOT)

Strengths Weaknesses

 Value proposition  Lack of “core competence”

 Customer oriented  Huge variety may be intimidating

 Ability to add themes for all & confusing to some customers

occasions

 Convenient

 Future - proofing

Opportunities Threats

 High level of investment  High costs of food & supplies may

opportunities squeeze profit margins

 Attractive idea for joint ventures to  Economy (recession)

increase market coverage

Statement of the Problem

 How to achieve continual improvement, rapid growth, and strengthen brand of Goldilocks

Bakeshop amidst the transition towards massive growth and the pressures of stiff

competition?
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Alternative courses of Action (3) that could address the problem.

 To seek partnership or joint venture to highly motivated entrepreneurs like SM Group

 Innovate products and facilities to best out other competitors

 Put the best people in the right roles because of ability, not lineage

Your Chosen Action/Decision to be implemented within 2019

 To seek partnership or joint venture to highly motivated entrepreneurs like SM Group

Justification of your chosen decision and why is it the best option.

 In order to achieve rapid growth, more competitive, and strengthen the brand, Goldilocks

should joint venture with other companies like SM Group for best strategic alliance to make

Goldilocks stronger in the next 50 years.

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(Goldilocks President) 5

Relevant Management Framework that supports your chosen action/decision.

Brown and Harvey (2006) created an organizational development model with five stages. As

shown in Figure 1.5, organization development is a continuing long – term process of

improvement of an organization consisting of series of stages. In today’s changing environment,

companies are questing for success and to survive with the need to continually introduce for

changes. This five stage model shows how different OD methods and approaches are used to

continuously improve performance so that the vision can be achieved and provide useful

approaches to change.

Case Overview:

Read the chapter on the Rainmakers book (a copy of the book is with your classmate) and analyze

the key organizational development & leadership issues that Richard Yee is facing as a second

generation leader of the country’s biggest bakeshop amidst the transition towards massive growth

and the pressures of stiff competition. Note the following:

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(Goldilocks President) 6

 Goldilocks remains as the country’s top bakeshop chain as of end 2018.

 The company is primed for massive growth & expansion nationwide.

 34% of Goldilocks was officially acquired by SM group as of end 2018.

References in APA format

1. Go, J. (2017). The rainmakers: Marketing and strategy lessons from 25 top CEOs.

Philippines: Josiah Go

2. Brown, D.R. & Harvey, D. (2006). An experiencial approach to organizational

development, 7th ed. Upper Saddle River, NJ. Pearson Education, Inc.

3. Laja, P. (2017, May 16). Useful value proposition examples (and how to create a good

one) [Web log post]. Retrieved from https://conversionxl.com/blog/value-proposition-

examples-how-to-create/

4. (“The Goldilocks brand”, 2019). Retrieved from https://www.goldilocks.com.ph/our-

story/the-goldilocks-brand

5. (“Goldilocks Bakeshop seeking alliance with SM Group to strengthen brand”, 2017).

Retrieved from https://www.bworldonline.com/goldilocks-bakeshop-seeking-alliance-sm-

group-strengthen-brand/