The Naval LeaderThe Naval Leader Official Newsletter of theOfficial Newsletter of the C CENTERENTER FORFOR N NAVALAVAL L LEADERSHIPEADERSHIP & E & EXCELLENCEXCELLENCE
VVOLUMEOLUME III, I III, ISSUESSUE N NOO. 8 . 8 CCOMMUNICATEOMMUNICATE ���� IINNOVATENNOVATE ���� MMOTIVATEOTIVATE AAUGUSTUGUST 2011 2011
Understanding
Customer Value Proposition
for Cascading
the PN Sail Plan
PN Echoes Advocacy to Miriam College
Students and Faculty
T he Philippine Navy is once again able to
achieve a higher notch in terms
of echoing its advocacy of be-
ing a strong and credible Navy
by 2020 – this time through the
academe.
In its continued partnership
with Miriam College, through Dr.
Leticia Ramos-Shahani, former
Dean of the College of Interna-
tional, Humanitarian and Devel-
opment Studies (CHIDS) and
current PN Board of Advisers Vice
Chairperson, the Flag Officer In
Command (FOIC), PN, VADM
Alexander P Pama conducted a
lecture at the Environmental
Studies Institute (ESI), Miriam Col-
lege, Quezon City last 22 August
2011 in celebration of the ESI’s
Environment Week.
VADM Pama presented a
short briefing entitled “A Strong
and Credible Navy that our Mari-
time Nation Can be Proud of,”
which highlighted the important
roles that the Philippine Navy has
as a vital partner for security,
peace and national develop-
ment of our maritime nation. The
presentation also showed the
current issues in the West Philip-
pine Sea and the Spratlys, the
realities that currently confront
the Navy and the PN’s need for
stakeholder support. The Strate-
gic Sail Plan of 2020 was also
intently discussed. The all-
female student body and the
faculty highly appreciated the
FOIC, PN’s lecture evidenced
by their highly responsive audi-
ence.
The visit also served as an
opportunity for the Navy to
increase the public’s aware-
ness regarding it’s various ad-
vocacies and thrusts. Along
with the FOIC, PN’s lecture,
kinetic and photo static exhib-
its which showcased different
personnel in uniform and pho-
tos of Navy programs and
projects such as outreach
projects, medical missions and
disaster relief operations were
also displayed. After the lec-
ture, the video “Halina” was
also played. The Philippine
Marine Corps (PMC) Quartet
and Combo rendered musical
entertainment for the atten-
dees during luncheon. The
students and faculty present
showed their enthusiasm by
taking photographs with the
display and by singing with the
PMC Quartet and Combo.
The FOIC, PN was joined
by the Deputy Commander,
Philippine Fleet; Deputy Com-
mander, Naval Base Cavite;
and the different heads and
members of the PN staff in this
visit. (NPDLR) �
In addition to the identifi-
cation of the Value Chain
(discussed in the June 2011
issue of The Naval Leader),
another feature of the align-
ment/cascading process of
the PN Sail Plan is the identifi-
cation of the Customer Value
Proposition.
The Customer Value
Proposition (CVP) is a state-
ment of how you want your
customers/constituents to per-
ceive your organization.
Before an organization
identifies its CVP, it must first
identify its primary customers,
other customers, Major Final
Output and its outcome. Pri-
mary customers are the con-
stituents the organization is
mandated to deliver its ser-
vices. Other customers are the
constituents who may ask for
the organization’s services.
Major Final Output refers to the
goods and services the organi-
zation is mandated to deliver.
It comes from performing the
core business of the organiza-
tion. Shown below is the Philip-
pine Navy’s Customer Analysis
including its Outcome CVP.
Identification of the Cus-
tomer Value Proposition will
help PN units and staff to de-
termine who they should be
serving. This will also provide
focus in performing their tasks
and responsibilities and may
lead them to the path of com-
petitive success.
This is the first step in the
alignment/cascading process.
Once the CVP has been iden-
tified, it will be the basis for the
identification of the value
chain, strategic shifts,
and the balanced scorecard.
(JMRDC) �
The Flag Officer In Command, PN, VADM Alexander P Pama, as he presents a
briefing entitled “A Strong and Credible Navy that our Maritime Nation can be
Proud of” to faculty members and students of the Environmental Studies Institute of
Miriam College in celebration of its Environment Week.
Primary CUSTOMERS
NOF, AFP and Filipino People
Other CUSTOMERS
Type Commands, and LGUs/NGOs
Major Final OUTPUT
Effective and Efficient Naval Organization
OUTCOME
Operationally Effective and Adaptive Conduct of Maritime Operations
OUTCOME CVP
Secured Maritime Environment and Satisfied Stakeholders through Mission Responsive and Operationally Effective and Efficient Naval Organization
PN Customer AnalysisPN Customer AnalysisPN Customer AnalysisPN Customer Analysis
Navy 2020: Navy 2020: Navy 2020: Navy 2020: Navy 2020: Navy 2020: Navy 2020: Navy 2020: StrongStrongStrongStrongStrongStrongStrongStrong and and and and and and and and CredibleCredibleCredibleCredibleCredibleCredibleCredibleCredible
holders of the organization
take part in the governance
process. A strategy-driven
organizational alignment
must be present through the
development of the second
level scorecards which are
aligned with the first-level
strategy. In addition, partner-
ships with the community
through a Multi-Sector Gov-
ernance Coalition must be
established to gather sup-
port from external stake-
holders. The PN was
awarded the Compliant
status last March 2010.
Through its participation
in such activities, the PN is
able to go beyond self-
transformation to reach out
to other government agen-
cies that share the same
desire to make good gov-
ernance a reality for our
country. (JMRDC) �
CNLE
Welcomes
New Defense
Researcher
CNLE facilitates Leadership Module to NIOAC Class 01. The Center for Naval Leader-
ship and Excellence facilitated the Leadership Module of the Naval Intelligence Offi-
cers’ Advance Course Class 01 last 08-11 August 2011 at the Naval Intelligence Train-
ing Institute, Naval Intelligence Security Force, Bonifacio Naval Station, Taguig City.
The students were introduced to the different motivation and leadership theories
through lectures given by Ms. Maria Lourdes D. Laid from the Manila Naval Hospital
and Director, CNLE, CAPT Giovanni Carlo J Bacordo. The highlight of the module is
the 7 Habits of Highly Effective People Signature Program that was facilitated by
LCDR Marissa Arlene Andres-Martinez and LT Edwin German A Cordova. �
CNLE welcomes its newest
civilian defense researcher, Ms.
Mirriam Joyce Palaje.
Ms. Palaje is a fresh gradu-
ate from the University of the
Philippines Los Baños, with a
Bachelor’s degree in Applied
Mathematics. She will be working
under the Sail Plan Monitoring
Branch of the Center, joining Ms.
Jecka Mae De Castro who is the
scorecard manager of the PN.
Her arrival will greatly reinforce
the Center in performing its pri-
mary functions as the PN’s Office
of Strategy Management. �
Recognizing that gov-
ernance is a shared responsi-
bility, the Philippine Navy
recently took part in the In-
ternal Revalida of the City of
Talisay in Negros Occidental
last 26 August 2011.
LT Edwin German A Cor-
dova, Assistant Director of
CNLE and Associate of the
Institute for Solidarity in Asia
(ISA), sat as a member of the
panel of experts and stake-
holders during the City’s In-
ternal Revalida for the Com-
pliance Stage of the Per-
formance Governance Sys-
tem (PGS) held at Talisay
City Hall. The Internal Re-
valida is a pre-requisite to
the Public Revalida that will
be held as part of the ISA’s
Public Governance Forum in
September 2011.
The Compliance Stage
is the second stage of the
PGS Pathway where both
internal and external stake-
Get news and updates thru CNLE’s Official Fanpage!
- EDITORIAL BOARD -
CAPT GIOVANNI CARLO J BACORDO PN(GSC)
Director, CNLE
LT EDWIN GERMAN A CORDOVA PN
Acting Assistant Director
LT LAURENCE M CALIMAG PN
Chief, Sail Plan Monitoring Branch
LTJG ELMER BRYAN C BILANGDAL PN
Chief, Leadership Excellence Branch
LTJG CHRISTOFER NEIL A CALVO PN
Chief, Admin and Logistics Branch
Ms. MICHELLE C. CASTILLO
Editor-In-Chief
Ms. JECKA MAE R. DE CASTRO
Ms. NORIETESS P. DE LOS REYES
Ms. MIRRIAM JOYCE PALAJE
Researchers/Writers
Mr. RAPHAEL VINCENT L. BOSANO
Layout Artist
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distribution.
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PN Joins Internal Revalida
of Fellow PGS Partner
LT Cordova (left) sits with the Hon. Eric M. Saratan (right), Mayor of the City of
Talisay, Negros Occidental, during the City’s Internal Revalida as part of the
PGS Pathway.
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