Swot Analysis of Victory Liner

Topics: Bus, Transit bus, Public transport bus service Pages: 7 (2375 words) Published: January 29, 2013
The patriarch, Jose Isaac Hernandez, was a survivor. As a young boy he experienced the death of his mother and two siblings. As an adult, he saw the demise of his young first wife. Now a husband once again - to his second wife, Marta, a daughter of a Bulakeño businessman - Jose needed to exercise the resilience and creativity he had learned as a young boy. His family was caught in the middle of the second war of the 20th century. As his motor shop declined, he traded goods and made and sold soaps and combs. After all, he had to come up with ingenious ways of putting food on the table. During the Japanese occupation, Jose was obliged to service engines and fix firearms of both the Japanese and the guerillas. With his keen sense of mechanical trouble, no one could fool him. He assessed engine trouble by listening first to the running engine. There was another story that said Jose’s skill was tested when he was asked to dismantle and re-assemble a jeep. After he finished, the Japanese became regular customers of his shop. However, he almost lost his life again when some soldiers accused Jose and Leonardo (Marta’s brother) of scavenging and punished them by tying them to the end of a boat and dragging them along the river bank. Another time, Jose was accused of helping rebels and was imprisoned at Fort Santiago in Intramuros where food rations of salt-covered rice balls were rolled on the ground to the prisoners. 1945-1952: When the Second World War ended in the Pacific, the Americans found it too expensive to bring back their M-38 Jeeps and six-wheeler Chevy trucks (“weapons carrier”) so a lot of these were left scattered around the country. Jose saw an opportunity and, together with his brothers-in-law, Leonardo and Eugenio, they searched for spare parts for their delivery truck to resume their business of trading patis (fish sauce), bagoong (fish paste), and rice. Public transportation was still in ruins. People just hitched a ride on passing vehicles, such as the delivery truck Jose and Leonardo used on their route. As time went by, Jose thought of charging a nominal fee since American passengers voluntarily paid for their ride. Jose even added wooden planks across the truck bed to carry more passengers. The business of public transport turned out to be more lucrative than trading goods so the family eventually decided to shift their business. Jose commissioned a Chinese friend, Po Chuan, to assemble a truck that can accomodate more passengers. Thus, the first Victory Liner bus came to be, “open” on both sides. The name adopted by Jose for his new business was inspired by the triumphant Americans who made “Victory” a household word after the war. American coins used as legal tender during the liberation and occupation bore the word “Victory.” As the Americans walked the streets of war-torn Manila, the Filipinos displayed a V-sign with their fingers and cheered on the Americans, saying, “Victory! Victory! Victory!” Thus the name Victory Liner reflected the strong emotions of Filipinos at that time. The first terminal was located along Azcarraga (now Claro M. Recto Avenue) corner Juan Luna streets in Divisoria. Jose, both driver and mechanic for the new franchise registered under Marta’s name, was assisted by Santiago Crisostomo who married Marta’s sister, Felipa. Leonardo was the first conductor in their first route Batangas Pier-Divisoria. Years later, their route changed to Divisoria-Olongapo, and Eugenio joined the group. The company was organized very simply in the early years. Jose, with son Bernabe as apprentice, was in charge of maintenance while Leonardo was in charge of operations. Eugenio supervised finance and accounting.  Dra. Josefina Quicho was the company’s first physician and Victoria, a graduate of medicine, succeeded her in 1974. The first cashier was Cenon Galian (Elvira’s husband) and, in 1958, Consolacion Alava succeeded him at the VLI head office to this day. Payroll was under Elenita Sordan (Antonio’s...
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