Thesis (Master in Management) -- University of the Philippines Mindanao, July 2022

Santos Land Development Corporation (SLDC) is a Davao City's homegrown family corporation engaged in the real estate business Although existing for more than 50 years now, sales volatility can still be observed for the past eight years, while the company is experiencing unstable net profits. Volatile changes in sales can be traced back to the changes in the target market from high-end to low-cost developments which brought two contrasting results. First, increased profitability due to the high demand for low-cost products. Second, operations inefficiency due to limited capacity (demand outpacing operations capacity) resulted in housing construction backlogs, and increasing repairs and maintenance among others. more so, in 2020, the sale of real estate has substantially declined due to halted and limited operations brought by COVID-19. On the other side of the coin, the unstable net earnings can be explained by increasing bank loans since 2014 which gave rise to large interest expenses paired with unmanaged costs and expenses. Beyond financials, the housing backlogs since 2015, increasing repairs, lack of labor contractors, absence of crucial operational systems, and undetermined operational capacity versus projected demand were a few of the operational challenges that have been translating to bloating product costs and expenses to which contributes to the trend of net income degradation despite higher sales. the issues and challenges briefly enumerated above limited the segment's performance which gave rise to the creation of this strategic planning paper. The proponent utilized the strategic planning framework of David and David (2017) and the Balanced Scorecard of Kaplan and Norton (1992). The strategic planning model of David and David was used for internal and external assessments as well as the structure for generating, evaluating, selecting, and implementing strategies, in particular, the SWOT matrix and QSPM, while, the Balanced Scorecard is utilized as a strategy control and monitoring as most familiar and applicable to the subject entity for this particular strategic planning paper. Important tools were used in this paper such as the PESTLE framework and Porter's Five Forces Model to effectively investigate relevant external factors in the environment, particularly, in the industry.