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

The Naval Leader is published and circulated

monthly by the CNLE for Philippine Navy-wide

distribution.

Please e-mail your opinions/comments or

suggestions and contributions to us at— naval.leader@gmail.com

hpn.cnle@navy.mil.ph

TTHEHE N NAVALAVAL L LEADEREADER

CNLE Center for Naval Leadership & Excellence

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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.