I.

INTRODUCTION

A Transformer is a static electrical device which transfers energies between two

or more circuits. Electrical energy can be transferred into two coils without a
direct connection between the two circuits. It is used for the increasing and
decreasing the alternating voltages in electrical power applications.

The first invention of the first constant-potential transformer was in 1885. Ottó
Bláthy, Miksa Déri, Károly Zipernowsky of the Austro-Hungarian Empire First
designed and used the transformer in both experimental, and commercial systems.
Later on Lucien Gaulard, Sebstian Ferranti, and William Stanley perfected the
design. Since then, it became an essential for the transmission, distribution, and
utilization of alternating current electric power.

A. COMPANY PROFILE

1. COMPANY HISTORY
 In the year 1959, Emiliano Dela Cruz started his own company Wescor
Transformers to be able to provide for his children. Later on, he passed the
knowledge on how to create and design different types of transformers to
his eldest son, Reynaldo Dela Cruz, and some of his other children.

When Emiliano Dela Cruz died in the year 1960s, his children started
fighting for the place in the company which has led Reynaldo Dela Cruz
to build his own Company named McGraw Engineering. The name comes
from the name of his children.

With experience in electrical power distribution products since 1970,

McGRAW Engineering started as a family owned and run company
founded by Reynaldo I. Dela Cruz as current President of McGRAW
Engineering based in Carmel V Subd. Tandang Sora, Quezon City.
Established the business in 1989, having worked within the industry for
many years Mr. Cruz handed over the company to her daughter Cheryll
Cruz Davantes as the General Manager since 2003.

2. NATURE OF BUSINESS

Sole proprietorship – Mcgraw Engineering is owned by Mr. Reynaldo

Dela Cruz up until now and is being managed by his daughter Ms. Cheryll
Cruz Davantes.

Manufacturer of Power and Distribution Transformers any KVA rating,

Single Phase or Three phase, Dry Type or Oil Immersed, Auto or Induction
Type. Testing, Commissioning and Servicing of Substations.

The company’s clients are companies who are focusing on construction of

big buildings. The company provide transformers to help big companies have
enough electricity they need for them to function.
 President
Reynaldo I. Dela Cruz

Consultant
Angel D. Cu - REE

Technical Production Purchasing

HR Manager Sales Manager
Supervisor Manager Manager
Madonna S. Cruz Cheryll C. Davantes
Fred B. Davantes Rogelio R. Bait Madonna S. Cruz

Sales
Workers Representative
Jelene F. Gonzalez

Rewinder
Assembly Arnold L. Caperlac
Rolando G. Roque Jirly A. Olino
Eric C. Ricare Anthony R. Ordonio
Jr. M. Maputi
Core Cutter
Elmer L. Evearisto Casting/Painting

Roland N. Mortera Marlon V. Recto

Ronell P.
Catimbang
Rolando O. Company Driver
Soriano Reynaldo Roque

3. MAIN COMPETITIVE ADVANTAGE

In transformer industry, each product follows a specific guideline and

shouldn’t have difference on the other. That’s why McGraw Engineering’s
product doesn’t differ in its competitors. It all comes down to the physical
appearance of the finished product like the color of the case of the
transformer. McGraw Engineering’s product always comes in color Cream
and Black, while its competitors go for green and gray. It’s a way of
branding the product. The other difference is the pricing. McGraw offers
cheaper products with the same quality.

4. CURRENT REVENUE SIZE

 5. MAJOR MARKET SERVE

McGraw Engineering’s target market is the companies who are focusing

on construction of buildings and companies who have large
establishments. Here is the list of some of McGraw Engineering’s Clients:
CLIENT PROJECT DATE
TRANSASIA OKADA Manila September 2016
CONSTRUCTION Two (2) units 2MVA OISC-3
DEV’T CORP 230V/400V
Brand New: “McGraw Transformer”
(Manufactured
STA. CLARA MANOLO FORTICH Bukidnon July 2016
INTERNATIONAL One (1) unit 400kVA OISC-3
230V/400V
Brand New: “McGraw Transformer”
(Manufactured
STRONGFORTH Three (3) units 333KVA OISC -3 March 2016
LIMESTONE 13200V/7620V – 400/230V
CORPORATION Brand New: “McGraw Transformer”
(Manufactured)
ITADAKI TRADING & Clark Premier Industrial Park,
CONSTRUCTION Pampanga
CORP. One (1) unit Substation Type 1500
KVA 3phase 13.8KV – 220V
One unit Substation Type 550 KVA
3phase 220V – 415V
Brand New: “McGraw Transformer”
(Manufactured)
NEW SAN JOSE LasCasas Filipinas de Acuzar March 2014
BUILDERS Bagac Resort Warehouse
One (1) unit Dead Front Radial Feed
1000 KVA 3phase 13.8KV – 230V
Delta Delta

Robinsons Mall ,Balanga, Bataan November 2012

Two (2) units Dead Front Loop Feed
1MVA 3phase 13.8KV – 400V
Delta WYE
Brand New: “McGraw Transformer”
(Manufactured)
GLOBAL ESTATE Oceanway Residences One, 2014
RESORT Boracay New Coast, Boracay
Three (3) units Pole mounted 333
KVA 1phase 13.2/7620 – 400/230V
Project:
Brand New: “McGraw Transformer”
(Manufactured)

II. MISSION/VISION

A. STATEMENT OF THE CURRENT MISSION AND VISION

VISION

 To become a major partner in the Electrical industry who provide quality products
at affordable prices at the reach of the low- income sector of society.

 To be able to develop a client/s base satisfied with the quality of products and
service we provide.

 To maintain a motivated workforce that is properly trained, disciplined, efficient

and loyal to the company.

 To maintain a harmonious relationship with the community we work with by

contributing to social development projects.
 MISSION

To contribute to the improvement of the economy of the country by providing work

and income to the unemployed and providing their legal benefits, help in alleviating
poverty in the community we work with and generate modest revenue for the company’s
sustainable development and existence.

B. CRITIQUING OF THE CURRENT MISSION AND VISION

The Vision and Mission of McGraw Engineering is realistic and is being done for
years since it was established.

C. CORE VALUES

The primary goal of MCGRAW ENGINEERING is customer satisfaction.

For every product or service the company offers we will understand the
requirements that meet the needs of the customers, and will willingly conform to
those requirements without exception. And for every job each MCGRAW
ENGINEERING personnel performs, the performance standards is “Do it Right
the First Time.”

The company maintains customer satisfaction by striving to do the following

corporate values: it is the truth; it is fair to all concern; it will build better business
relationship; and it is beneficial to all concerned.

III. RESEARCH AND DESIGN METHODOLOGY

 The transformer is the most important in the industry of the Philippines. The
McGraw Engineering is aware of the challenges that facing the electronics
transformers cluster and plans to help it transition from low value-added products.
The government should attract highly skilled Filipino engineers and technicians
from abroad though a special scheme and try to retain them in the county.

A. PRIMARY

B. SECONDARY

For manufacture of large power transformers, product design and features are
fairly standard. Different manufactures offers unique features but this rarely
dominates a customer’s buying decision. Major issue in the normal selling
process. When the product meets the usual specifications, quality is acceptable.
Quality can, however, have a significant cost impact. If a transformer does not
meet final-test requirements, it must be emptied, disassembled and repaired- a
very costly process.
C. SCOPE AND DELIMINATION

The study only talks about McGraw Engineering, some of the named competitors
and is based on the Philippines.
This study also covered the price, because it based on what kwtt or the appearance
of the product that the customer will buy.
IV. EXTERNAL ANALYSIS
A. GENERAL ENVIRONMENT

P
E
SM Prime income rises 17% to P23.44 billion in 1st 9

months

By: VG Cabuag - October 23, 2018

According to the article of Business Mirror, SM Prime

Holdings Inc. increased 17% to P23.44 billion in the first
quarters of the year, from last year’s P20.05 billion.

Consolidated revenues rose 15 percent to P74 billion,

from P64.69 billion last year, mainly as a result of new
mall openings. The company opened four malls in the
first nine months of the year.

If the economy of the Philippines grows continuously,

the McGraw Transformer has a high chance of earning
profits that will result to expansion and development of
McGraw’s products and services.

L New law widens free skills training, and

certification for poor Pinoys
By Samuel P. Medenilla
-
March 14, 2019

Many Filipino have no diploma to be able to find a

stable job. Finally President Duterte signed
Republic Act (RA) 112301, or the “Tulong
Trabaho Act” last month.

Tesda (Technical Educational and Skills

Development Authority) was establish through the
enactment of Republic Act No. 7796 known as the
“Technical Education and Skills Development
Program act of 1994. These act can helped a
 Filipino to study and find a job and to develop their
skills which is the tesda offers.

McGraw Transformers helped other people to have

a job, they need skilled workers that can help to
their company.

B. ANALYSIS
1. INDUSTRY OVERVIEW

1830s- Joseph Henry and Michael Faraday worked with electro magnets and
discovered the induction property independently on separate continents.

1836-The induction oil was invented in Ireland by Re. Nicholas Callan.

1876-Induction Coil was used by Pavel Yablochkov in his Lighting System.

1878-1883-The induction coils was used by Ganz Company in their Lighting

System with AC incandescent system. This was the first appearance and use
of Toroidal Shaped Transformer.

1881-A new design of a transformer was developed by Charles F. Brush of the

Brush Electric Company in Cleveland, Ohio.

1880-1882-The earliest AC Power System was designed by Sebastian Ziani de

Ferranti with William Thompson. He created the Early Transformer.

1882-A secondary generator also known as step-down transformer was built

by Lucien Gaulard and John Dixon Gibbs.
 1884-found the major flaw of the Gaulard-Gibbs system were successful in
making a high voltage circuit work using transformers.

1885-George Westinghouse orders a Siemens alternator and a Gaulard and

Gibbs transformer. He begins experimenting with this system.

1885-George Westinghouse and William Stanley create a transformer that is

practical to and comes in both step up and step-down variations.

1886-The first demonstration of a full AC power distribution system using

step and step-down transformers.

1889-Engineer Mikhail Dolivo-Dobrovolsky developed the first three-phase

transformer.

1891-Transformer used on the Lauffen to Frankfurt demonstration line. Early

Three Phase Transformer was created at the beginning of the modern
electrical grid, the same year as the Frankfurt Electrical Exhibition which
demonstrated long distance transmission of power.

2. MARKET SHARE
3. PORTER’S FIVE FORCES OF COMPETITION
C. COMPETITIVE ANALYSIS
1. COMPETITOR PROFILING (4P’S)

NAME OF COMPETITOR PRODUCT PRICE PLACE PROMOTION

DELTA STAR POWER MFG.
CORPORATION
WESCOR TRANSFORMER
 Facebook ads
Power Transformer
 Yellow Pages
 Distribution Transformer Nationwide
 Website
 Dry-type Transformer
 Google ads
 Facebook ads
 Power Transformer
 Yellow Pages
 Distribution Transformer Nationwide
 Website
 Dry-type Transformer
 Google ads
  Facebook ads
 Power Transformer
 Yellow Pages
TRANSPHIL TRADING  Distribution Transformer Nationwide
 Website
 Dry-type Transformer
 Google ads

2. COMPETITIVE PROFILE MATRIX

3. PRICES COMPARISON

V. INTERNAL ANALYSIS
A. MANAGEMENT FUNCTIONS
President
Reynaldo I. Dela Cruz
Consultant
Angel D. Cu - REE
Technical Supervisor
Fred D. Davantes
Production Manager
Rogelio R. Bait
Purchasing Manager
Madonna S. Cruz
HR Manager
Madonna S. Cruz
Sales Manager
Cheryll C. Davantes
Sales Representative
Jelene F. Gonzalez

Workers Assembly
Rolando G. Roque
Eric C. Ricare
Jr. M. Maputi
Rewinder
Arnold L. Caperlac
 Jirly A. Olino
Anthony R. Ordonio

Core Cutter
Elmer L. Evearisto
Roland N. Mortera
Ronell P. Catimbang
Rolando O. Soriano
Casting/Painting
Marlon V. Recto
Company Driver
Reynaldo Roque

B. MARKETING
C. FINANCE ACCOUNTING FUNCTIONS
D. INTERNAL FACTORS EVALUATION MATRIX
VI. STRATEGY FORMULATIONS
A SWOT MATRIX
B INTERNAL AND EXTRNAL MATRIX
C STRATEGY FORMULATION: SUMMARY OF MATRIXES AND ANALYSIS
VII. STRATEGIC OBJECTIVES
A. MARKETING OBJECTIVES
B. FINANCIAL OBJECTIVES
VIII. ACTION PLANS AND DEPARTAMENTAL PROGRESS
A. GENERAL ATTACK STATEGY
B. ADVERTISING AND PROMOTIONAL PROGRAM
C. SALES AND HR PROGRAM
IX. FINANCIAL ASPECTS
A. FINANCIAL ASSUMPTIONS
B. PROJECTED INCOME STATEMENT
C. PROJECTED BALANCE SHEET
D. PROJECTED CASH FLOW
E. FINANCIAL RATIO

 GLOSSARY OF TERMS AND ACCRONYMS

 APPENDICES
 BIBLIOGRAPHY