CASE 10-12.docx - TECHNOLOGICAL UNIVERSITY OF THE...

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TECHNOLOGICAL UNIVERSITY OF THE PHILIPPINES COLLEGE OF ENGINEERING CIVIL ENGINEERING DEPARTMENT ES 38- 3C ENGINEERING MANAGEMENT CASE STUDY NO. 10 PRETTY DOVE DEVELOPMENT CORPORATION: I’ll Follow the Boys MORAL, MARK JOSEPH K. 15-205-103 BSCE 3A ENGR. ARNOLFO G. ARCIBAL INSTRUCTOR Pretty Dove Development Corporation: I’ll Follow the Boys
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It was in December 19, 1990 when Engineer Milagros Abrera founded her own company, the Pretty Dove Development Corporation (PDDC). The company was able to buy a 51-hectare farmland along the diversion road in Baliwag, Bulacan. The land was developed into a residential subdivision with lot sizes ranging from 300 to 450 square meters. Selling began as early as June 1992. Before founding PDDC, Engineer Abrera accumulated many years of experience working with various companies from construction to real estate development. The exposure helped her in managing the activities of the company. As general manager of PDDC, Engineer Abrera expanded its operations. Rawlands were acquired in Cabanatuan City and San Jose City in Nueva Ecija, in Bataan and in Tarlac. The marketing department of the company was able to sell the developed residential lots as quickly as they should. Engineer Abrera feels contented as the company’s performance was beyond her expectations. As she was reminiscing her graduation day at the University of the East in March 1968, she remembers the words of her close friend: “Mila, we have already finished our B.S. in Civil Engineering course. Someday, you and I may be successful, but remember, nothing lasts forever. However, there is something you can do to delay the inevitable.” Engineer Abrera suddenly thought that what her company is reaping now may not last forever. The demand for residential lots may decline or there may be an over-supply of lots offered for sale. In a recent meeting of the key officers of the company, the marketing manager hinted that the company’s sales growth may have already reached its peak and recommended that maybe it is time to consider designing a new product. After the meeting, Engineer Abrera sank in deep thought thinking of the revelance of a new product design. After all, when she considered developing residential lots, it was as if she had a natural feeling that households will require them. Years of observing keenly the market gave her with sufficient insights on demand and product specifications. Now, she feels so lost in deciding what moves she should make.
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I. PROBLEM: - Engr. Abrera’s company has already reached its peak and the marketing manager recommends to consider designing new product. - Market gave her with sufficient insights on demands and product specifications. II. OBJECTIVES: The objectives of this study is to determine if making a new product is a good choice for the company has already reached its peak in selling lots and also, how Engr. Abrera going to produce a good quality product to achieve the consistency of their company.
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  • Summer '17
  • Engr. Arnolfo Arcibal
  • Management, Chemical industry, Engr. Samuel Bugarin, Antonio Tagorda

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