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PARTNERSHIP
Local partnership:
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Background
On July 10, 1931, the company wasincorporated Ortigas, Madrigal y cia., S. enC. as a limited partnership by shares
(sociedad comanditaria por acciones). Theparties to the partnership were FranciscoOrtigas (Don Paco), Vicente Madrigal, B.C.M.Johnston, Fulgencio Borromeo, Clyde A.
Dewitt and Manuel L. Quezon.
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Background
When Ortigas & Company took overmanagement of the estate, it was a virtualwasteland. It was the vision of the management
team, headed by Atty. Francisco Ortigas, Jr., whowas President and Chairman at that time thattransformed this wasteland into a progressiveindustrial, commercial, and residential urban
complex.
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The objective of the partnership was to acquire theHacienda de Mandaloyon, which spanned themunicipalities that are now known as Mandaluyong, San
Juan, Pasig & Quezon City. The Estate was to be disposedof either in large tracts or developed subdivided lots.
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OCLP
Where wild grass used to grow now stands the following:
... residential subdivisions (Barranca, Capitol, Wack-Wack, Greenhills, Valle Verde,Greenmeadows)
... shopping complexes (Greenhills Shopping Center, Tiendesitas at Frontera Verde,SM Megamall, Robinsons Galleria, EDSA Shangri-La Plaza)
... hospitals (The New Medical City, Rizal Provincial Hospital, Cardinal Santos MedicalCenter)
... schools (De La Salle - Greenhills, Xavier School, Immaculate Conception Academy,Lourdes School, St. Pedro Poveda College, St. Paul College)
... churches (Santuario de San Jose, Mary The Queen, St. Francis, Our Lady of Peace
Parish / EDSA Shrine)... army camps (Camp Crame, Camp Aguinaldo, Rizal PC Headquarters)
... exclusive golf and country clubs (Valle Verde Country Club, Green Valley CountryClub, Wack-Wack Golf and Country Club)
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The Current Portfolio of Ortigas & Company, Limited Partnership
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PROJECTS
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Greenhills Shopping Center
Greenhills Shopping Center is a shoppingcenter in the city of San Juan in thePhilippines.
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Tiendesitas
Tiendesitas is a premier shopping andfamily entertainment destination inPasig City, which is owned by Ortigas
& Company.
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Circulo Verde
Circulo Verde is a 12-hectare master-
planned development that combines
all living essentials in a containedcommunity.
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Frontera Verde
Frontera Verde is an interim 18.5 hectaredevelopment project at the corner of OrtigasAvenue and E. Rodriguez Jr. Avenue (C-5) in
Barangay Ugong, Pasig City. Its anchorlocator is Tiendesitas, which is owned andmanaged by Ortigas & Company. Otherlocators in Frontera Verde are SM
Hypermarket, Fun Ranch, Ark Avilon,Transcom Center, Silver City, and Shell GasStation.
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Luntala Valle Verde
Luntala is a 77-unit residential townhousedevelopment located along Firefly Street, inside
Valle Verde 6-A. Two major road arteries, the
Ortigas Avenue and the Green Meadows Avenue,bound it.
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OCLP
Vision / Mission
To Be the Preferred Partner for Value-Driven RealEstate Ventures
Core Values
Customer Satisfaction Creativity Excellence Loyalty
Integrity Teamwork Employee Satisfaction
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Mission
Our partnership aims to lead the real estate ventures industry in providing our
clients with the optimal quality of daily living from the finest middle to
upscale residential and commercial spaces located within or proximate to
Manilas major business districts. Our ventures are conceived, designed and
developed from continually researched innovation, state of the art technology
and structural engineering and construction by a team of men and women
dedicated to excellence and committed to service. No less than industry
leaders from all over, oversee every aspect of the business from concept to
design to construction. And while Ortigas & Company, Limited Partnership
looks ahead to the next decade to become the industry leader, it also commits
itself to being an active partner of the Filipino community in nation buildingthrough the Ortigas & Company Foundation.
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INTERNAL
ASSESSMENT
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Internal analysis
Strengths :
Established their name on real estate
developments through time
Funds are available for future projects
The workforce abides by the core values
Weakness :
Priced at a premium
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Management Audit
Managers exercise their authority effectively.
Companys objectives and goals are
measurable and well communicated. Employee morale is high.
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Marketing Audit
The product quality and customer service isgood.
The firms marketing managers haveadequate experience and training.
The firm has an effective sales organization.
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Finance/ Accounting Audit
The firm can raise both needed short-termand long-term capital.
They have sufficient working capital. The firms financial managers are well
capable.
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Production/Operations Audit
The facilities, resources, and markets areaccessible to private schools, hospitals,churches, post offices, police stations, amplewater supply, plus private sports and socialclubs.
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Research & Development Audit
The partnership performs their Research andDevelopment facilities are at their discretion.
House designs are in line with the new trends
Continuous research/study for newknowledge and information on what styles ofhousing would be appealing to the potential
customers
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Management Information System
audit
has tapped the technology of SAP to boost itsoperations and to aid its 10-year expansionplan to put the company at par with itscompetitors.
the company would be able to efficientlystore and manage its entire database and
improve operational efficiency. SAP, the world's leading provider of business
software solutions.
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External analysis
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Economic forces
Inflation as prices of raw materials increase, the cost of
construction and selling price increases as well.
The budget for housing decreases as consumers areprioritizing basic necessities
Income sales are affected by the purchasing power of the target
market. nowadays, a larger margin of the market can afford
medium to upscale housing
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Social, Cultural, Demographic, &
EnvironmentalLifestyle manner of living of a person
Consumer behavior when, why, howand where people would buy
Population number of people in themarket
Philippines: 92 million
Age bracket what would cater todifferent generations
* Generation Y
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Political, Government, & Legal
Tax rates
- Capital gains tax imposed by the government for the sale of an immovable property
capital gain tax :6%
- Articles of Limited Partnership must be filed for record in the Office of the Securities andExchange Commission.
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Technological
Internet selling real estate
properties are madeeasy through onlineAdvertisements /
transactions.
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Competitive
Many developers enterthe market withpromising projects
Too many real estate forsale
Cheaper prices by thecompetitors
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SWOT MATRIX
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Opportunities
Threats
Strengths
S: Easier access tomortgage, long tenure
loans
O: Large amount ofpotential buyers
= Market penetration
S: Established theirname on real estate
developments
T: Too manycompetitors
= Market development
Weaknesses
W: Priced at a premium
O: Shortage on housing
= Backward integration
T: many strong
competitors
W: sluggish marketexpansion
= Market penetration
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STRATEGY IMPLEMENTATION
Strategy:
1. Backward Integration
Produce their own raw materials.
2. Market Penetration Increase sales persons
Use different types of media promotions eg.Television, radio, magazines
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STRATEGY IMPLEMENTATION
Strategy:
3. Market development Expand/branch out their business to other geographic
areas
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Management
Since the first strategy that they shouldimplement is market penetration, it will notrequire any organizational structure changes
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Finance / Accounting
- Tie-up with financially ailing Fil-Estate whose vastinterests are primarily in South Manila, specificallyMuntinlupa area(this also is a financial strategybecause it becomes a joint investment)
- Harp on lighter mode payment scheme to be able tocapture the emerging viable market of youngfinancially enabled buyers from the BPO industry
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Marketing
Aggressively pursue emerging markets fromthe BPO and the newly enabled families ofthe OFW's
-by entering into joint ventures with interestedmembers of the industry
operating in other geographic areas
-by exploring markets outside metro manila
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Production/Operations
We will have a cost-cutting by producing our
own raw materials
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Research and Development
They should improve their I.T department for
R&D
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Management Information
SystemsTECHNOLOGICAL IMPROVEMENT:
Ortigas & Co. Modernizes Operations withSAP and BT Properties developer BayanTradeto improve on operational efficiency and theability to maintain a centralized database.
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STRATEGY EVALUATION
CONSONANCE
Strong economic foundation of the business
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STRATEGY EVALUATION
ADVANTAGE
Theyve been in the industry for more than a
decade that enable them to compete with otherlarger firms.
The company enjoys a good strong image In theindustry and in the public
The company presently operates in a siteproximate to one of the strongest expandingbusiness districts (right now, BPOs are growingin presence in the are)
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STRATEGY EVALUATION
CONSISTENCY
Their projects are consistent with the firms goals by
continuous real estate developments
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STRATEGY EVALUATION
FEASIBILITY
The firm is able to pursue its objectives through their
strengths and opportunities in the industry.
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Measuring Organizational
Performance
OCLP was able to achieve their plans withtheir previous projects such as the GreenhillsShopping Center and Serendra
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Taking corrective actions
The existing strategy of OCLP which isproduct development should be retained atthe same time implement market
penetration and market development
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Contingency Planning
Develop an aggressive marketing concept tobe offered directly to middle and uppermanagement of BPO's (call center) through
group presentations.
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Conclusion/Recommendation
The initial development strategy was twopronged : (1) develop industrial propertiesand allow subdivisions and community
facilities to emerge around it; and (2) focus onelite motivation: first class homes madeattractive by a modern and accessibleamenities like private schools, hospitals,
churches, post offices, police stations, amplewater supply, plus private sports and socialclubs.
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Our
Conclusion/Recommendation Our formulated strategies are: (1) To develop
Market Penetration by increasing salespersons , (2)To implement Market
Development by expanding their business toother locations and (3) To produce their ownraw materials through Backward Integration.
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Ortigas & Company, Limited Partnership looksforward to 2021, the centennial year of thecompany, 100 years of sustained growth andlandmark achievements in the real estate industry.And, we dream now of where we will be in the next
hundred years. We dream of every Filipino reapingthe benefits of the life he worked and aspired forand a nation that has become a major world playerand not the largely deprived society that it is toutednow to be. Ortigas & Company will be a strongdriving force in the achievement of those dreams.
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The past year , this year and,most likely until the next yearare trying times for all of us.On top of our own struggle inour own economic problems,
the present scenario isbeleaguered by globalevents. But, this is theopportune time for Ortigas&Company, LimitedPartnership to adapt,
innovate and forge aheadwhile not forgetting itscommitment to the Filipinonation.
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