The Operations Management of

National Bookstore

HISTORY

The history of National Book Store can be traced back to the 1930s. Before the Japanese occupation of
the Philippines during World War II, Jos Ramos and Socorro Cncio-Ramos, rented a small-corner
space of a Haberdashery situated at the foot of Escolta Bridge in Santa Cruz, Manila. With a starting
capital of 211 (equivalent to 15,047 in 2015), the Ramoses set up their first retail bookstore selling
GI novels, text books and supplies. During World War II, the store shifted to selling sold candies, soap,
and slippers due to stringent book censorship. The store experienced success but was burned down
during the 1945 Battle of Manila, rebuilt again and reverted to selling textbooks and stationery, the
opening of the rebuilt National Book Store at the corner of Soler Street and Avenida Rizal, coincided
with the first academic schoolyear after the war. In 1948, the store was destroyed by a Typhoon Gene
but a new two storey building with a mezzanine was built to host National Book Store.
National Book Store began selling greeting cards in the 1950s depicting Philippine subjects to
showcase local culture and traditions. The book store also launched a publishing program with
international publishers such as McGraw-Hill, Prentice Hal, Lippincott, Addison-Wesley. In 1955, the
Ramoses were able to acquire a lot owned by the Guerrero family, where they erected the nine-storey
Albercer Building in 1963 which was named after Alfredo, Benjamin, and Cecilia, where a National
Book Store was hosted.
National Book Store accumulated enough capital after some several years to acquire rights to reprint
foreign brand greeting cards for the Philippine market. The book store had rights to reprint cards by
Gibson for a few years. In 1973, outbid a more established competitor for a Philippine franchise of the
greeting card brand, Hallmark.

EXPANSION and RECENT HISTORY

The Ramoses children proposed expanding the scope of national bookstore, and a branch along Recto
Avenue was opened, an area often frequented by students. In the 1970s, branches were opened in
shopping malls in Makati and Cubao, Quezon City. For the next decades since the opening of the Recto
branch, the book store grew with shopping mall owners approaching the Ramoses to set up a store
inside their properties. The National Bookstore became one of the top 100 Philippine corporations in
1988, registering profits of $1 million on gross revenues of $34.7 million. The book store chain also
became one of the Top 500 of the list by Retail Asia-Pacific, ranking 308th in 2004.
In 2015, National Book store captures the majority of the Philippine book market having a share
amounting to 80 percent, and operates around 127 branches across the Philippines. It also operates
Metrobooks, which opened in Hong Kong in 2007, a subsidiary based in the former British crown
colony.
With the pending entry of National Book Store into the Philippine Stock Exchange through the
renaming of Vulcan Industrial & Mining Corp., another Ramos-owned company, into National Book
Store Retail Corp. they would now also venture into wholesale, publishing, printing, manufacturing,
and distribution.

Brand image
The brand name of National Book Store was thought by Socorro Ramos, one of the co-founders. No
marketing research was conducted and was done on Ramos' impulse taking the book store name from
the National Cash Register machine, a brand which was popular at the time of the book store's
founding.
For fifty years from the book store's establishment, the logo designed by Ramos herself was used which
consists of the name of the store in a white background on a surrounded by a red and white stripe
design. Ramos first came up with a logo by placing the store's name in a striped wrapper with her
children finding the logo satisfactory.
A new logo was adopted in 1996 following a proposal from Ramos' children and grandchildren which
features the store's name in a more modern font in a red background. In a voting made within the
company, 15 voted for adopting the new logo with only Ramos herself voting against the change.[2]
The new logo design was a commissioned work by a Singapore-based company which also came up
with a new store lay-out design.

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 a
customer-friendly atmosphere in the branches.

THE OWNER
Socorro Ramos, Socorro C. Ramos is the matriarch of National Bookstore, the Philippines leading retailer of
books, office supplies, and greeting cards. In 1965, she and her husband Jose set up a nine-story building along
Avenida Rizal which would be the very first National Bookstore. What has become the Ramos family business
has not stopped growing since, having opened Powerbooks, a now popular specialty bookstore, in 1996.
In 1940, Socorro Ramos, barely 18, started working as a salesgirl at a Goodwill Bookstore branch owned by her
brother in Escolta, Manila. Because of her selling skills, Ramos was put in charge of the store.

Her story is truly an inspiring one as she built the business National Book Store from scratch with a lot of
challenges and hurdles as she and her husband Jose Ramos literally built and rebuilt the business three times
from scratch. Thats the true entrepreneurial spirit with enough courage and determination.

Nanay Coring or Maria Socorro Cancio in her early years was born in Sta. Cruz, Laguna on September 23, 1923.
Ever she was young, she grew up in an entrepreneurial environment as one of the six children born to
entrepreneur parents and grandmother. Her parents used to ran a store selling a lot of stuffs from slippers to
clothes and a lot more while her grandmother had a market stall where the young Socorro got used to seeing
customers withdraw items on credit. Unfortunately, her grandmother did not manage the business carefully not
maintaining a list of those items availed on credit and their business fell.

After that event, they went to Manila. Her mother struggled hard to feed six children and the young Socorro
considered herself as lucky if she got money from her mother. Her elder sisters helped the family by working in
a candy and bubble gum factory and she spent her summer doing summer jobs too. In one instance, young
Socorro was hired to peel off the paper used in old cigarettes so that it can be reuse to make new fresh cigarette
sticks. She received 5 centavos per pack of cigarettes. But the young Socorro started her entrepreneurial skills
and hired kids and their neighborhood paying them 5 centavos for every two pack of cigarettes leveraging her
efforts. Since then, the young Socorro was on her way to become an entrepreneur as early as 10 years old!

Immediately after graduating from Arellano High School, she worked as a salesgirl at Goodwill Book Store
owned by the family of her present husband Jose Ramos. Socorros brother Manuel married one of the Ramos
children and in 1940, they needed someone to look after the branch they set up along Escolta Street, on the
ground floor of Panciteria National. Jose Ramos took over it and asked Socorro to work on him in that branch.
They renamed it as National Book Store.

Their love story began but her parents were against with it as Socorro was just 18 years old back then.
She was told to stay in the province to keep away from marrying Jose Ramos. But as they say, true love never
dies, the young Socorro with just 11 pesos in her pocket, struggled to went back to Manila to marry Jose.
Because of this act, her family was so furious and angry that they considered her dead already. It was short-lived
though lasting only until Socorro gave birth to her twins named Alfredo, who is now the President of National
Book Store and Benjamin, now the Vice President.

As mentioned above, the business National Book Store faced a lot of challenges as it was built and
rebuilt three times from scratch!

First, Socorro admitted that it was not easy to start the business from scratch. She recalled that during
the Japanese occupation, they would look on each and every book title on sale. If they found questionable books,
they would just tear the pages off leaving them useless. So instead of selling books, Socorro and Jose decided to
fill their bookshelves with stuffs from candies, soap, slippers, papers, and cigarettes. During the war, she would
transfer goods to her smaller stores.

Second, when the Japanese were driven away, it was now the time for the Americans. Their
NatioRebuildingnal Book Store stall in Escolta was damaged in the war. They recovered a bit by selling unused
greeting cards and uncensored books, which they had hidden in their home.

Third, in 1945, they relocated their National Book Store previously located at Escolta to Avenida. The
business is doing quite well during first few post-war school years but unfortunately, three years after, a typhoon
blew the roof of their store and they were left with soaked books and stuffs that were worthless. Again, for the
third time, they have to start from zero.

They struggled hard to rebuilt National Book Store for the third time. But since then, every centavo that
they earned were used to buy the lot where the Rizal Avenue Branch of National Book Store stands to this day.

Today, National Book Store is considered as the largest chain of bookstores in the country. They have
ventured into several businesses already such as a convenience-type store named NBS Book Express, publishing
companies named Cacho-Hermanos printing press, Anvil Books and Capitol-Atlas Publishing, another book
store named Powerbooks, music store named Tower Records and Music One, Gift Gate, the home of Hello Kitty
and Swatch, and a department store named Crossings department store. Socorros children and relatives ran all
these.

Socorro Ramos life and success story and the challenges that she faced with her business National Book
Store business was another inspiring story. In fact, it was recognized when she was chosen as the Ernst and
Youngs Philippine Entrepreneur of the Year in 2005.Today, at the age of 85, Socorro Ramos or Nanay Coring
acts as the General Manager of National Book Store. And she told that the core values in her success are to keep
learning, being actively involved in the business, being able to read changes and act on them immediately, and
most of all, never give up!

Price was right

Nanay Coring said it was really the community that pushed the bookstores success. It was their
persistence to have a bookstore in their community that convinced her to expand.
The popularity was because the price was right, she said.
A pragmatist, she only charged the converted dollar price on imported books because the slight
discount she got buying such was enough for her, Nanay Coring reasoned.

Besides, the buyers would see the dollar price printed on the back cover! Nanay Coring
exclaimed.
She added that her decision to post only a very small mark-up on books was partly motivated
by her own experiences.
I wanted to help people learn, since I myself was poor but eager to learn, Nanay Coring said.
A bowl of cherries
Nanay Coring initially relied on catalogs such as the top 20 best-selling titles to guide her in
determining which books to bring in the Philippines.
For instance, the book, If Life Is a Bowl of Cherries, What Am I Doing in the Pits? sold 3
million copies in the US so Nanay Coring decided to bring the title here. But it flopped.
She reasoned that maybe the books setting was not applicable to the situation in the country
and it taught her the importance of developing an instinctive feel for her audience.
"Some work, others did not. Eventually I came to rely on feel. It was like gambling at first,
she said.
The Filipino is passionate and hardworking, she said.
She reasoned that such contribute to the popularity of romance and self-help books throughout
her decades running the business.
Nanay Coring highlighted How to Win Friends and Influence People as one that particularly
resonated with her and the public, because it spoke both to a Filipinos social and selfdetermined attributes.
Her biggest takeaway from the book: Be humble!
Not only 'Twilight'
At 92, Nanay Coring is eager to hand over the reins.
She mentioned that her granddaughter, Xandra Ramos-Padilla, who serves as managing
director of National Bookstore, is one of them taking over the bookstore chain, which to date,
has about 2,500 employees in over 160 branches.
BUILDING A FUTURE. National Bookstore, co-run now by the younger generation of
Ramoses like Xandra Ramos-Padilla, will continue to grow the country by looking after the
future of young, Filipino readers.
And National Bookstore, co-run now by the younger generation of Ramoses, will continue to
grow the country by looking after the future of young, Filipino readers.
Childrens books and fiction have lately dominated the market with nothing in between. But

the emergence of teen fiction has catered to a whole new segment of readers that even adults
are reading, Xandra said.
She admits that Twilight is probably the best example of this but highlighted that there are so
many quality pieces out there.
The advent of electronic books (e-books) has threatened traditional books and sellers, but the
firm sees them as opportunity as well, Xandra said.
Our physical book sales are still growing but we also offer e-books through our tie-up with
Kobo, she explained.
Xandra added that the company is also digitalizing its own books published through in-house
arm, Anvil Publishing.
Reach a wider audience
Xandra pointed out that some of the new generation of Filipino authors are choosing to be
published abroad.
Despite this, the firm is working to ensure that their material reaches the Filipino audience, she
emphasized.
We try to partner with their international publisher to launch them here, Xandra said.
The firm is also focusing on publishing Filipino translations of prominent foreign authors for
their works to reach the wider market.
The firm also plans to continue partnering with figures like Boy Abunda and Senator Miriam
Defensor-Santiago, whose pop lit works have been well-received.
As long as their works are relevant to people or culture [then] they will be published, she
said.
Overall, Nanay Coring said there are now more successful entrepreneurs than ever. And
education plays a key role for such.
Education is such that wherever you are, you have skills and knowledge. You know a little bit
about every subject that has to be talked about," Nanay Coring said.
It is the kind of knowledge that a good book can provide.

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
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.

1950s-1960s: 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.
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.

1950s-1960s: 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 1990s there
were over 50 branches across the country.

NATIONAL BOOK STORE: AN INSTITUTION

Over seventy 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 over 3,000 employees in
over 200 branches, and will keep National Book Store ahead in the next century.

Subsidiaries
Among National Bookstore subsidiaries are Powerbooks, a specialty store and
Metrobooks which is based in Hong Kong. Anvil Publishing serves as the publishing
arm of the book store.

Rebuilding
In 1963, the Ramos family built a nine-story building that served/s as their base of
operations.

Vision
We will be a globally competitive Filipino company delivering excellent
customer experiences through its profitable retail and learning centers and
brands.

Mission Statement
We commit to:
Our Customers Provide the highest standards of customer service.
Our Products Offer wide range of relevant and quality products.
Our People
Create programs for the development and advancement of
our highly productive employees.
Our Shareholders/ Develop mutually beneficial relationships for the welfare
and growth of our company, partners and shareholders Partners.
Our Community Undertake community projects that aim to bring knowledge
and learning within reach.