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Joel Santos Cruz: Technical Business Management

Joel Santos Cruz graduated with a degree in psychology but pursued a career in business instead, first opening an apparel subcontracting company that struggled during the 1997 Asian financial crisis, but he then found success in the fragrance industry with his brand Aficionado Germany Perfume which he has grown into a dominant player in the Philippine retail market with products in over 500 stores.

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Gas dela Rosa
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57 views2 pages

Joel Santos Cruz: Technical Business Management

Joel Santos Cruz graduated with a degree in psychology but pursued a career in business instead, first opening an apparel subcontracting company that struggled during the 1997 Asian financial crisis, but he then found success in the fragrance industry with his brand Aficionado Germany Perfume which he has grown into a dominant player in the Philippine retail market with products in over 500 stores.

Uploaded by

Gas dela Rosa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Ma. Luisa A.

Dela Rosa November


9, 2018

Grade 11 – St. Augustine Ms. Jelly


F. Ansay

Joel Santos Cruz

Joel Santos Cruz is doctor-to-be-turned-entrepreneur that is most popularly known now as "The
Lord of Scents". He is graduate of UST with a degree of Bachelor of Science in Psychology of a pre-
medicine course to become a doctor. But he decided to engage in an apparel business. His decision to
pursue business is inspired by his parents, who were both into business. This was an apparel
subcontracting company that catered to major department stores in the Philippines namely Rustan,
SM Shoemart, Robinson, Anson, and Syvel department stores. His business was doing well but right
after they encountered with the 1997 Asian Crisis it greatly affects his business. Because all his source
for his apparel merchandise is from China and Thailand and suddenly it cause a glut in the supply of
garments in Philippines. The company was forced to close their garment production operation.
Despite of what happen, Joel was determined to move ahead with other opportunities to engage in
business. When he met business mentor from Henkel Company of Germany it gives him hope and
taught him the fragrance industry and perfume making. And that was the start of his fragrance
business named "Aficionado Germany Perfume". And that business helps and lead him to achieve
phenomenal success in the Philippines fragrance industry with his brand Aficionado Germany
Perfume which dominates the specialty fragrance retail market forges ahead to burst into the
international business scene.

Technical Business Management


 In comes for his business  Joel turned his business  He utilized SAP Enterprise
brand name, from his from one-kiosk store at the Resource Planning and
apparel business formerly Gotesco Grand Central Mall introduced the MPOS-
named Affirmative it turns to a full flying dominant Mobile Point of Sale for
to "aficionado" which was brand player in the retail more efficient inventory.
the closest word to the market.  To those employees with
initials "AF".  He opens brand into 500 family members working for
 They offered with a quality stores in malls and sold by his company, he kept a
products in a very institutional accounts like good balance of work and
affordable product prices. Mercury Drugstore chain, family life.
 Run a business like a 7/11, Puregold  His endorsers - including
thoroughbred horse, fast Supermarkets, Shopwise, Gary Valenciano, Charice,
enough to win. major department store, John Lloyd Cruz, Erich
groceries, even "sari-sari Gonzalez, Pauleen Luna
store", and international whose show onstage of his
sales. product.

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