Embed Size (px)
Citation preview
CHAPTER ICOMPANY PROFILE OF NATIONAL BOOKSTORE
History
Luck is only a small part of National Book Store's success. Through the hard
work and powerful leadership of Socorro Cancio-Ramos and the late Jose
Ramos with their family, the company has evolved from its humble beginnings
into the biggest and strongest bookstore chain in the Philippines.
1930's -1940's: Humble Beginnings
The first National Book Store started as a stall shop in Escolta before the
Japanese occupation selling supplies, GI novels, and textbooks. When war broke
out, strict book censorship forced them to shift their trade to soap, candies, and
slippers. They bought their merchandise from wholesalers and peddled them to
smaller retailers.
Liberation came, but the whole Escolta area was burned to the ground.
Having all their stocks reduced to ashes left the couple with nothing but
determination and an undying drive to succeed. And their persistence paid off.
They were able to rebuild a barong-barong in the corner of Soler and Avenida
Rizal in time to catch the post-war business boom. They went back to business
using their door as a counter for selling textbooks, notebooks, pad paper, and
pencils. Business went very well because during that time, there were only a few
stores that sold school supplies and books. National Book Store's opening was
strategically timed to welcome the first postwar school year.
1948 brought another trial to the Ramos' life. Typhoon Gene destroyed
their store and soaked all the merchandise. But this did not dampen the spirit and
tenacity of the couple to pursue their dream and rebuild National Book Store.
Adversity forced them to work harder. They slept for only three hours a day,
spending the rest of their hours at work. They were eventually able to construct a
two-story building with a mezzanine, which was to become their retail store for
many years.
1950’s-1960’s: Increasing Product Lines
In the 1950's, Mrs. Ramos thought of producing a line of greeting cards
and postcards using Philippine views and artwork. It was a brilliant move for her
to earn more by creating a distinct design and at the same time to promote
Filipino customs and traditions to the rest of the world. Later on, they acquired
the Philippine franchise for Hallmark cards. It was also at this time that the couple
began a publishing program through the assistance of international publishers
such as McGraw-Hill, Prentice Hall, Lippincott, Addison-Wesley, and others.
In 1955 and after five years of negotiations, the Ramoses were able to
acquire a piece of prime property owned by the Guerreros. It was only in 1963,
however, that the construction of the Albecer Building began. This building was
named after their three children -- Alfredo, Benjamin, and Cecilia. Little did they
know that this nine-story building was the first of many that they would build.
1970's-1990's: Steady Expansion
When their children grew, they persuaded their parents to expand beyond
Avenida Rizal. Although they were reluctant at first, the Ramos couple realized
the opportunity envisioned by their children. They opened a new branch on Recto
Avenue, a place catering to students. In the 1970's, they were able to acquire
space in new shopping centers opening up in Cubao and Makati. This started the
National Book Store chain's steady growth and by the 1990’s there were over 50
branches across the country.
A New Company Logo
1996 brought significant change to National Book Store. The family
decided to change the company logo and commissioned a Singapore design
company to execute the new company identity. A modernized script evolved, the
stripes made solid with a bolder shade of red. This has spawned a change in the
store layout as well. Color-coded signages and logical merchandise displays
provide.
NATIONAL BOOK STORE: An Institution
Over sixty years of focused energy has brought National Book Store to
where it is now: the pinnacle of the bookstore industry in the Philippines. More
than that, the National Book Store family takes pride in its role as an institution
that supports education and enhances lives by providing the best and widest
selection of educational, professional, and social communication products.
The values that took Mr. and Mrs. Ramos through adversity -- hard work,
shrewd business skills and a strong sense of social responsibility -- remain the
driving force for the whole Ramos family, their 2,500 employees in over 80
branches, and will keep National Book Store ahead in the next century.
Awards and Recognition
In 2005, Ernst & Young bestowed the second Entrepreneur of the Year
Philippines award to National Book Store’s founder and chairman, Mrs. Socorro
C. Ramos. This prestigious award is bestowed to an individual that best
embodies entrepreneurial spirit, financial performance, strategic direction,
community/global impact, innovation, and personal integrity/influence. The award
is presented annually in more than 125 cities in 40 countries worldwide. Other
awards received by Mrs. Ramos are the Agora Award for Outstanding
Achievement in Entrepreneurship (1991), and the DTI Outstanding Filipino
Retailer Award (2001). Hard work, perseverance and a keen sense of
entrepreneurship may be attributed to her success. Winning the award is a true
testament to Mrs. Ramos’ dedication and innate passion to her life’s purpose. It
was a defining moment in National Book Store’s history and one that would
surely fire the flames for the future generation to carry on the company’s legacy.
Management
National Bookstore is controlled and managed by the Ramoses. Majority
of the company’s Board of Directors are relatives of its founder Mrs. Socorro
Ramos. The Board of Directors are composed of the following:
Alfredo C. Ramos Chairman
Benjamin C. Ramos Member
Cecilia R. Licauco Member
Socorro C. Ramos Member
Presentacion S. Ramos Member
Maximo G. Licauco III Member
In order to facilitate the operation of the business, National bookstore also
has the following principal officers:
Alfredo C. Ramos President
Benjamin C. Ramos Vice-President/Treasurer
Cecilia R. Licauco VP for Purchasing and Production
Socorro C. Ramos General Manager
Presentacion S. Ramos Managing Director
Maximo G. Licauco III VP for Marketing
Augusto B. Sunico Assistant Corporate Secretary
Market Segment
National Bookstore market covers students from all levels and all field of
study who purchase school supplies such as books, paper supplies, bags,
technical supplies etc. The company also caters professionals coming from
different fields of specialization. It also caters all person who loves reading and
those who avail their services.
Products and Services
Products
A. Books
For 65 years, National Book Store has served countless generations with
high-quality reading materials at the most competitive prices. It has been
instrumental in shaping young minds by nurturing children with books rich in core
values and providing a wide array of academic titles and reprints for their
education. As they blossom into discerning readers and book-loving citizens,
National Book Store continues to empower minds with a selection of over 20
categories—suiting every interest from all walks of life.
Categories:
1. Art & Photography 2. Audio Books 3. Biographies & Memoirs 4. Business & Investing 5. Children's Books 6. Computers & Internet 7. Cooking, Food & Drinks 8. Crime & Criminals 9. Current Events
10.Entertainment 11.Fiction & Literature 12.Gift Books 13.Health, Mind & Body 14.History & Culture15.Home & Gardening 16.Multimedia 17.Parenting & Families 18.Reference 19.Religion & Spirituality 20.Science 21.Sport & Fitness 22.Teens 23.Textbooks 24.Travel
B. School and Offices Supplies and Equipment
National Book Store also offers every imaginable product for school and
office use. From ordinary supplies to creative novelties, students and
professionals in search of a particular item seldom leave the stores disappointed.
Most importantly, every product is of the best quality at the best price—even
students can purchase them off their allowances.
Categories:
1. Art Supplies 2. Bags 3. Basic School & Office Supplies 4. Computer Hardware5. Paper Supplies 6. School/Office Equipment 7. Social Stationery 8. Technical Supplies 9. Computer Telecomunications 10.Writing
C. Gifts, Toys, Music, Video and Seasonal Products
To catch up with changing times and the growing variety of customers’
needs, National Book Store has added toys, gift ideas, music, video and
seasonal products to its product mix. From birthdays to other special occasions
such as Valentine’s Day, Graduation, Mother’s Day, Halloween and Christmas,
National Book Store always has something fresh to showcase—making it a one-
stop shop the whole year round!
Categories:
Gifts
1. License Gifts2. Novelty Items
Toys
1. Activity 2. Educational 3. Licensed Toys 4. Recreational
Audio and Video Materials
1. Audio/Video Accessories 2. Audio CD 3. VCD 4. DVD
Seasonal
1. Christmas 2. Halloween 3. Graduation 4. Valentine's Day
Services
National Book Store has expanded its services to keep customers
satisfied. Services available are:
1. Binding 2. Balloon Making 3. Coffee Shop 4. Colop Stamp Printing 5. Engraving 6. Gift Wrapping 7. Internet Services/Games 8. Lamination 9. Photocopying 10.Risograph Printing 11.Scrapbooking 12.Shiny Stamp Printing 13.Silk Screen Services 14.Trodat Stamp Printing
MISSION STATEMENT
Our purpose is to serve our customers with tools that enrich their minds
and improve skills to ensure their success. All our efforts are concentrated to
serve this purpose. We provide the largest selection of products and services,
reaching more customers through our growing branch network, and spreading
the love of reading and learning through our advocacy and community
campaigns.
VISION STATEMENT
Our vision is to build a thousand knowledge centers in the Asia-Pacific
region by 2025.
CORE VALUES
Our core values are: having Malasakit, being Innovative, having Dignity in
what we do, being Service-Oriented and striving for Excellence and working as
Team. Having this MINDSET is key to our success.
Presentation of Mission – Vision Elements
1. Customer
The Mission – Vision of National Bookstore holds a strong focus on its
customers that is to serve all their customers with tools that enrich their minds
and improve skills to ensure their success. The company is committed in
providing quality products that would enable them to be equipped with the right
knowledge and skills that will serve as the foundation of their success.
2. Products/Services
National Bookstore’s mission is to provide the largest selection of products
and services for them to attain their goal that is to enrich the minds and improve
the skills of their customers. This is made possible through the well diversified
branches of the company.
3. Market
National Bookstore envisions itself to build a thousands of strong
knowledge centers not only in the country but throughout the Asia – Pacific
Region.
4. Technology
To attain its goal, National Bookstore continues to grow. It is stated in the
MV statement that the company will be able to reach their customers through its
growing branch network.
5. Survival, Growth and Profitability
National Bookstore is company who envisions itself to be the leading
bookstore not only in the country but to the entire Asia-Pacific region by the year
2025.
6. Philosophy
The values embraced by the company, its owners and employees is
contained in the acronym MINDSET that is to have Malasakit (to be concerned
to or with), to be INnovative in their products and services, to have a strong
sense of Dignity in everything they do, to be Service-oriented, strive for
Excellence and to work as a Team. The company believes that having this
mindset is their key to success.
These values guide each employee and the whole company itself in the
way how the business is being conducted. The company is concerned with the
products and service they offer that is why they want to be innovative in the best
way they can to provide a higher sense of satisfaction to its customers. The
company also encourages its employees to have a strong sense of dignity in
everything they do. Having a strong sense of dignity means to be honest and true
in the way they perform their tasks. In effect, the employees will be able to attain
a higher sense of self –esteem. More so, the company also promotes a service
– oriented business so that excellence in all areas of the company can be
achieved.
7. Self-concept
National Bookstore perceives its employees and managers not only as co-
employee but as teammates. This self concept is manifested in the acronym
MINDSET which represents the values embraced by the company. The
company also perceive itself as a builder of thousands of knowledge centers in
the Asia Pacific Region.
8. Public Image
National Bookstore has their public image as advocates or people who
promote the love of reading and learning through their community campaigns like
the National Bookstore Foundation.
9. Concern for Employees
In the acronym MINDSET, National Bookstore is committed to have
Malasakit (to be concerned with or to). It does not specifically identify where the
word Malasakit applies. It may refer to customers, stockholders and even for
employees.
Summary of Mission-Vision Elements
ELEMENT YES NO
A. Customer √
B. Product/Services √
C. Markets √
D. Technology √
E. Survival, Growth and √
Profitability
F. Philosophy √
G. Self-concept √
H. Public Image √
I. Concern for Employees √
Proposed Changes
The Mission – Vision statement of National Book Store has defined the
reason why the company is established and what does it envision in the future.
The presence of the important element s of a good Mission-Vision statement
makes the company more focus and intense in providing good products and high
quality customer service. However, despite the presence of these elements,
their presentation is not as clear as it should appear. It is to be noted that
Mission-Vision statement is the companies guide in doing their business. It
provides them the direction and increase their commitment in providing quality
service that will give satisfaction to the customers. It is in this context that the
researcher would like to propose that following changes in the company’s
Mission-Vision in order to make it precise and clear.
1. Customer
In the Mission – Vision statement it is stated that the company would like
to serve their customers with tools to enrich their minds. It is true that the
company is a key player in its market and industry. It has a big market share and
enjoys a competitive position. However, the researcher would like to propose that
the word customer in the Mission – Vision statement of the company should be
further defined especially in its scope. It should clearly identify who are these
customers. It is further propose that the customers should be group or
segmented in order to fully define how each segment of customers can be
served properly. Segmentation of the market will enable the company to be
efficient in their operations that would lead into a higher sense of delight and
satisfaction among customers.
The company should then state in its Mission – Vision the following: “Our
purpose and first responsibility is to serve all the students, professionals and all
others who visit our stores. We shall be passionately committed in helping them
to enrich their minds and improve skills to ensure their success.”
2. Products and Services
Part of National Book Store Mission – Vision statement is the presence of
the product/service element. It is stated in the MV statement that the company
provides a large selection of products and services. It is true that the company
offers a wide range of products and services covering the different needs of their
market. Through the years, the company had developed the capacity to increase
its product and service line due to the increasing demand coming from the
market. This wide range of products had given the market the opportunity to
choose the product and service that would really give them satisfaction.
However, it is better to if the in the MV statement the words products and
services should be further defined. The word product and service is too broad
that is why it must specific and clear. It should be consistent with the proposed
changes in the customer element. Products and services in each segment should
be identified in order for the customers to know the products and services
available for them and for the company to know what are the products and
services which the market wants to have.
The Mission – Vision statement should be “We provide the students the
tools they need to be equipped in their future careers such as right textbooks and
school supplies such as ball pens, pencils, bags computer hardware, paper
supplies, social stationary, technical supplies and art materials. For the
professionals, we offer them knowledge through the wide selection of our books
ranging from art, biographies, business, computers, cooking, current events,
entertainment, fiction, health, history, home, gardening, parenting, reference,
science, religion, sports and travel. We shall also provide them office materials
and equipments. Other persons may also avail our services such as binding,
balloon making, color stamp printing, engraving, gift wrapping, internet services,
lamination, photocopying, risograph printing, silk screen services and trodat
stamp printing. All of these products and services are offered to give not just
satisfaction but delight to each of our customer.”
3. Market
From the Mission – Vision statement National Bookstore sees its market
not only at the domestic level but in the international level as well. It aims to build
thousands of knowledge centers not only in the Philippines but in the entire Asia-
Pacific region as well. It is good to know that the company wants to diversify its
operation in the country but in the international arena as well and this vision is
not impossible because over the past years, National Bookstore has managed
itself to be one of the biggest bookstores in the country. It has branches
nationwide and still increasing in number. However the researcher would like to
propose that the in the MV statement it would be better if it will appear as “to be
the most dominant bookstore not only in the country but in the Asia – Pacific
region as well by building millions of knowledge centers in sides of the region.”
By having this statement the company and its employees will be more motivated
and strive in providing good service to the customers. More so, the statement will
increase the drive of the company to amass a bigger market share and establish
its dominance in the retail industry.
4. Technology
Technology is not an exclusive word that only refers to machines, tools,
gadgets and equipments. It pertains to techniques, methods or approaches to a
specific undertaking. The Mission – Vision statement of National Book Store has
the presence of the technology element. It stated that they able to reach their
customers through its growing branch network. It is clear that the approach used
by NBS to serve its customer is to increase its outlet or branches in the country.
This approach in business enables a company to increase its dominance in the
market in sense that it has a higher access to customers, giving the company the
competitive advantage. However, the approach is not clearly explained in the
Mission – Vision statement. What is stated therein is that it has a growing branch
network but failed to establish how it is done and reason for its expansion. It is
then in this context that the researcher would like to propose to change how it is
stated in the Mission – Vision statement.
The Mission – Vision statement should appear as: “We can reach our
growing market by means of putting up branches in all areas where the
customers are. Through this, we envision that every customer will have a better
access to our products/services.”
Having the propose changes, the company will be able to realize more
their primary reason for existence. Building branches in areas where their
principal customers are located, the company can assure itself to be in a more
stable position and can increase its competitive position in the industry.
5. Survival, Growth and Profitability
National Book Store’s Mission – Vision statement has the presence of
their concern for survival, growth and profitability. It is stated therein that they
envision itself to be the leading bookstore not only in the country but to the entire
Asia-Pacific region by the year 2025. It is clearly presented that the company is
not only settling itself to be good and the leading bookstore in the local industry
but rather to the Asia – Pacific region as well. Stating this concern is a
manifestation of the company’s willingness to diversify and expand its operation.
It also shows that the company is able to perceive the opportunity to acquire
more profits by way of capturing a bigger share in a much bigger market. More
so, stating the year when it wants to attain its vision is an expression of the
company’s intense focus in achieving such vision. Through setting a definite
time, the company shows that it has a clear plan for itself in the future and the
want to be recognized in the Asia – Pacific region. In effect, top management
down to the lower management which includes every employee shall have a
more intense dedication to serve the company and the customers. It will allow
them to see themselves as integral part of the company who will perform an
important role in attaining the goals of the company. More so, having the vision of
being part of a world-class and industry dominant player will motivate the
employees in their work. There will be a higher chance that each employee will
transcend their individual competencies thus will increase the organization’s
performance and efficiency. However, there are some things which are not stated
in the Mission – Vision statement that would strengthen and would give a more
detailed and precise intention for the company’s concern in its survival, growth
and profitability. In this context, the researcher would like to propose the
following changes in the Mission – Vision statement. It should appear as follows:
“We envision to be the leading bookstore not only in the country but to the
entire Asia-Pacific region by the year 2025 by way of having thousands of
branches that are present in all corners of the region. Through this, we also
envision to have higher profits that will assure National Book Store’s ultimate
success.”
6. Philosophy and Self Concept
In the Mission – Vision statement of National Book Store that their
corporate value is contained in the acronym MINDSET. It presents the
fundamental values which the company and its employee should possess in
order to attain their desired success. It is good that the company have such
values because it serves as their guide and motivation to be good in performing
their tasks all for a higher quality of service and feeling of satisfaction among
their customers. However the researcher would like to propose the some
changes in the way how these values are presented in Mission – Vision
statement. It is suggested that the values should not only be stated but to give at
least a short rationale why the company promotes such values. In this manner
employees will be able to internalize and appreciate more these values thus
enabling them to have a keener understanding of the importance of these values
in the way they perform their tasks. It should appear as:
“Our core values are: having Malasakit to our stockholders, employees,
customers and to the society because they are the reason why we do good ;
business being Innovative in our products and services so that customers will
have not just satisfaction but rather delight; having Dignity in what we do to have
a higher sense of self – esteem and fulfillment; being Service-Oriented that is
giving the best service that we can and striving for Excellence and working as
Team where everyone is accepted and given the chance to demonstrate his
individual skill and competencies all to attain efficiency. Having this MINDSET is
key to our success.”
7. Public Image
Part of National Book Store‘s Mission – Vision statement is the company’s
concern of its public image. It wants to spread the love of reading and learning
through its advocacy and community campaigns. This concern for public image is
a manifestation that the company recognizes its important role not only as a key
player in the industry but rather as a social entity promoting the importance of
reading and learning. It is clear that recognizing such role shows that the
company possesses the corporate social responsibility that is concern not only to
make higher profits but to serve the community and help it to become a better
place of living for the people. Given that the company has a concern for its public
image as stated in the Mission – Vision statement, the researcher would like to
propose some changes in its construction and how it is presented in the
statement. It is suggested that it may appear us:
“We are acknowledge ourselves as a social entity that does not only aim
for higher profits but to promote the importance reading and learning through our
advocacy and campaign such as the Laking National and National Book Store
Foundation Inc. “
8. Concern for Employees
In the Mission – Vision statement of National Bookstore the word
Malasakit is included in its core values. The word Malasakit means to be
concerned to or with. It does not specifically identify to whom or to what should
the company be concerned with. The expected of this is that employees will find
time to internalize the said value. It is to be noted in order to motivate the
employees to work more efficiently that is to transcend their individual skills and
competencies, they should be able to embrace the company’s value and apply it
in the course of performing their assigned tasks. More so, to state in the Mission
– Vision statement that they are part of the company not just as employees but
rather as stakeholders will give them the feeling of acceptance and
belongingness. It will be more motivating if the company will state its concern on
the economic well being of the employees that is to provide a just compensation
and due incentives to those who perform their job efficiently.
In this context, the researcher wishes to change the construction of the
Mission – Vision statement that captures the concern for employees. It should
appear as:
“We treat our employees’ not just employees but rather we see them as
the most important resource of the company because without them, we can not
do good business. We treat them as our stakeholders thus we ensure their
economic well being through proper remuneration, due incentives and other
benefits.”
Suggestions
Given the propose changes in the Mission – Vision statement of National
Book Store, the researcher would like to suggest a more specific Mission –
Vision statement. Thus it should appear that:
MISSION:
“Our purpose is to serve all the students, professionals and all other who
visits our stores. We shall be passionately committed in helping them to enrich
their minds and improve their skills to ensure their success. We provide the
students the tools they need to be equipped in their future careers such as right
textbooks and school supplies such as ball pens, pencils, bags computer
hardware, paper supplies, social stationary, technical supplies and art materials.
For the professionals, we offer them knowledge through the wide selection of
our books ranging from art, biographies, business, computers, cooking, current
events, entertainment, fiction, health, history, home, gardening, parenting,
reference, science, religion, sports and travel. We shall also provide them office
materials and equipments. Other persons may also avail our services such as
binding, balloon making, color stamp printing, engraving, gift wrapping, internet
services, lamination, photocopying, risograph printing, silk screen services and
trodat stamp printing. All of these products and services are offered to give not
just satisfaction but delight to each of our customer. We can reach our growing
market by means of putting up branches in all areas where the customers are.
Through this, every customer will have a better access to our products/services.
We acknowledge ourselves as a social entity that does not only aim for higher
profits but to promote the importance reading and learning through our advocacy
and campaign such as the Laking National and National Book Store Foundation
Inc. We treat our employees’ not just employees but rather we see them as the
most important resource of the company because without them, we can not do
good business. We treat them as our stakeholders thus we ensure their
economic well being through proper remuneration, due incentives and other
benefits.
VISION:
“We envision to be the leading bookstore not only in the country but to the
entire Asia-Pacific region by the year 2025 by way of having thousands of
branches that are present in all corners of the region. Through this, we also
envision to have higher profits that will assure National Book Store’s ultimate
success.”
CORE VALUES:
Our core values are: having Malasakit to our stockholders, employees,
customers and to the society because they are the reason why we do good ;
business being Innovative in our products and services so that customers will
have not just satisfaction but rather delight; having Dignity in what we do to have
a higher sense of self – esteem and fulfillment; being Service-Oriented that is
giving the best service that we can and striving for Excellence and working as
Team where everyone is accepted and given the chance to demonstrate his
individual skill and competencies all to attain efficiency. Having this MINDSET is
key to our success.”
Mission-Vision Formulation and Internalization
National Book Store’s Mission – Vision statement is the company’s guide
in conducting business. It provides them the motivation to be efficient in giving
service to their customers. It also serves as their principle in making the company
to be one of the best bookstore in the not only in the country but to the Asia –
Pacific region as well.
Since the company is a family owned company, it is the Ramoses that
formulated the Mission – Vision of the company. Its general manager and
founder Socorro Ramos is the one who takes into consideration that the
company should have a Mission – Vision in order to create an image for the
company and to guide its employees and Board of Directors of what they want
for the company and their purpose as a business entity.
Internalization of the Mission and Vision is done through the requirement
set by the company for its employees. Every employee once hired shall be
presented of the Mission – Vision and will be required to memorize it. There are
frames hanging in stores that shows the Mission - Vision statement . However
through the researcher’s observation, not all branches comply with the said
requirement.
The corporate values are realized through the company activities such as
corporate picnics and forums which aim to strengthen camaraderie among
employees. The advocacy in promoting the love of reading and learning is
internalized through the social campaigns through the newly established National
Bookstore Foundation Inc. which is non – stock, non – profit organization that
concretely expresses its commitment to develop readers by making books more
accessible. Its vision is to see a future where all Filipinos love to read and its
mission is to make Filipinos love books. It shall develop readers by making books
accessible to the people who need them most.
Strategic Management Paper
National Book Store
Chapter I
Granado, Glenbelle M.4ABE
December 16, 2006
