GOLDCREST

MARKETING CORPORATION

AN ORGANIZATIONAL CULTURE DIAGNOSIS
Presented to the Faculty of the School of Business and Management
Xavier University – Ateneo de Cagayan

In partial fulfillment of the requirements for
MAEC 1 – Project Management
SY 2019 – 2020


Submitted by:
Moneia Brae E. Casas
Precious Nicah V. Campaner
Mae Joy M. Gallenero
Rhaya Louchell Mordeno
Geri Leine Vinson
BS Management Accounting 2 – MA


Submitted to:
Sir Abel Nicolo L. Yu, CPA, MBA
Professor


December 2, 2019

 GOLDCREST MARKETING CORPORATION

Physical Characteristics
Goldcrest Marketing Corporation is a school and office supplies company based in
Cagayan de Oro City. The enterprise operates as a merchant wholesaler in the nondurable
goods industry. It is located in Pabayo-Cruz Taal Street, Cagayan de Oro. It occupies two
floors of its building, the first floor occupied by most of the retail goods display, along
with its services in a separate office. Deliveries are also accommodated in the first floor.
The second floor is occupied by the wholesale department, accounting department, and
the manager’s office. The store is well-ventilated, well-lit, and is well-organized
considering the variety of goods they sell. Below are snapshots of its physical store.

Public Documents
The company does not publish annual financial reports for the public. However, certain
media reports involving the company are circulated online. Most of these are news
containing Goldcrest’s sponsorships in chess tournaments in Cagayan de Oro. During the
interview, Mr. Roly Tan, one of the owners of the company, did confirm that Goldcrest
sponsors the chess tournaments in the city as he is a National Master himself. In this
picture published by Sun Star
CDO, National Master Roly Tan is
seen during the Masters Class
Chess School kiddies
tournament at Limketkai Mall in
early 2019.




Behavior
The employees interact casually with each other. They seem to have known each other
for a long time, and this bond has made them comfortable working with each other. It
also gives off a good vibe around the store because such comfort in the workplace makes
them enthusiastic when accommodating customers. Personal experience from the
interviewers attests that employees are well-spoken, well-informed of the products and
services of the company, and are diligent in their work. Unlike employees from other
stores, the employees in Goldcrest are helpful and amicable. They would even suggest
alternatives that would reduce the cost of the service without compromising quality.
Below are screenshots of reviews by actual customers posted on their Facebook page that
would confirm this observation.

Folklore
Unlike the story of the twin snake of John Gokongwei’s daughter Robina, whom they keep
in the underground of a newly-opened building to bring luck to the business, Goldcrest
does not have this kind of folklore surrounding it. However, as traditional as folklore,
there is a certain practice by the company. While it is not a big corporation, and does not
have a defined organizational structure or innovative policies, one unique thing about the
company is that it is a closely-held corporation, which means it is owned and managed
by the family. Mr. Roly Tan, for instance, personally oversees the management and daily
operations of the business. He “practically lives there.” When asked to be interviewed, he
was instantly available and immediately signaled for us to come on despite his employees
waving us off that he was “busy.” In his office were two screens showing a live CCTV
footage and cabinets of important documents. He says that he is a very hands-on manager
and never misses a day in his office, and does everything in his office. In fact, when we
came in for the interview, we interrupted his tong-its game. He accommodated us
however still, although he denied photos being taken.