I.
Background
Product InthecaseofJollibee,itwentfrombeinganicecreamparlortoserving
hamburgersmadewithahomestylerecipe.TheproductofferedbyJollibeeappeals
totheFilipinostasteforspicyburgers.Byconcentratingitsresourcesonsatisfyingthe
Filipinopalate,Jollibeehasbeenabletoservelocalizeddishesthatareunlikeany
foundintheotherfastfoodchains inthePhilippines. Jollibee alsoservesriceor
spaghetti,Filipinostyle.EventheburgersarecookedexactlyasFilipinoswantthem
donesweeterandwithmoreseasonings,oftenlikenedtowhataFilipinomother
wouldcookathome.
PricePriceiscloselyrelatedtocustomersatisfaction.Thus,JFCprovidesitshigh
qualityfastfoodproductsatarelativelycheaperprice.Accordingtoitscommitment
toserveeachandeveryFilipino,JFCkeepsthingsaffordableforall.TheDLSU
Surveyshowsthat,94%ofJFCscustomersthinkitsaffordableorcheaper.
PlaceInitially,thecompanyfocusedonreachingcommunitieswithalargeFilipino
populationtocapitalizeonitsbrandawareness,targetingmarketswheretherewere
substantial numbers of overseas Filipino workers. By the early 1990s, Jollibee
restaurantswereoperatinginHongKong,Spain,SaipanandGuam(bothintheNorth
Westpacific),Vietnam,Brunei,Indonesia,Dubai,andKuwait.
PromotionSalespromotionAdvertising,Publicrelations,Eventsandexperiences,
Directmarketing,Interactivemarketing,Personalselling,Wordofmouth,Jollibee
Websitehttp://www.jollibee.com.ph,JollibeeTVPromotion,JollibeeCommercial,
JollibeeTVSeries,JollibeeEvents
SWOT:
Strengths:
Jollibeehasgrownexponentiallyonallaspectsonoperation.
Superiormenulineup.
Creativemarketingprograms.
Efficientmanufacturingandlogisticsfacilities.
ItisastrongholdofheritageandmonumentofFilipinovictory.
Weakness:
Thefirstnamethatcomestothemindofthepeoplewhensomeoneasksaboutfast
foodrestaurant.
Theexistenceofothercompetitors.
Opportunities:
BecamethefirstfoodservicecompanytobelistedinthePhilippineStockExchange.
AcquiredGreenwichPizzain1994.
Employeesreceivedextensivetrainingsothattheycouldlearnthecorporatevalues
ofintegrityandhumility.
Freewifi
Threats:
TherivalrybetweenJollibeeandMcDonald.
JollibeeFoodsCorporationisafamilyownedchainwithaboutP6.1billionannual
sales.Ithashowevercapturedabout52%ofthePhilippinesmarket(comparedwith
16%ofMcDonald).
Jollibeewasreportedtohavebeenusingearthwormsinitsbeefpattiesformany
years to get customers addicted to certain socalled chemical elements in
earthworms.
II.TargetMarket
Kids312yearsold,teens1324yearsold,adults2838yearsold.Maleorfemale,
singleormarried,socialclassofC,D,orE.
Psycographics
Asidefrompromotingafamilyorientedworkenvironment,Jollibeesvaluesalso
reflectontheiradvertisingandmarketing.Usesthewaveofnationalistprideto
promoteaFilipinobrandandfocuseson"greattasteandhappiness"
whichincludes"valueformoney,thehappieststoreexperience,andthehavenfor
kids.
Geographics
JollibeeFoodsCorporation(JFC)cancontinuetosuccessfullyleverageitsbrandsand
productsinothergeographicmarkets,butwithsomedifficulty.Inpenetratinganew
geographicmarket,JFCappliesastrategytofirsttargetitsexistingconsumerbase
(Filipinomarket)inatotallydifferentlocation.ItcapitalizesonFilipinoconsumersin
foreigncountriesandgrowsfromthere,bycontinuallypromotingitsproductsand
modifyingthemtofitthelocalstastes,especiallyintheUS,whichJFCiscurrently
developingforitssheersizeandpotentialforbillionsofrevenue.JFChasbeenquite
successfulwiththiseversincefirstintroducingitsproductsinothergeographic
markets.Thisstrategyoffersadecentandstablewaytoexpandinforeignmarkets,
butinaratherslowmanner.Goingafteryourexistingmarketandthenexpanding
fromtherecanbeatimeconsumingplan,especiallywhenmoreintensivestrategies
aremoreusefulinpenetratingothergeographicmarkets.JFCcancontinueto
successfullyleverageitsbrandsandproductsinothergeographicmarkets,butifit
wantstoserveothermarketsfaster,itmayneedtochangeitsstrategies.
III.VisualAudit
