Introduction:

Jollibee food Corp, is engaged in developing, operating, and franchising fast

food stores under the trade name Jollibee. The company operates through the

following segments: Food Service, Franchising, and Leasing. The Food Service

segment operates quick service restaurants and the manufacture of food

products to be sold to Jollibee Group-owned and franchised QSR outlets. The

Franchising segment franchises the Jollibee Group's QSR store concepts. The

Leasing segment leases store sites mainly to the Jollibee Group's independent

franchisees. Jollibee Foods was founded by Tony Tan Caktiong in 1975 and is

headquartered in Pasig City, Philippines. As of December 2016, Jollibee

operates 1,100 stores, which 950 of which are in the Philippines its country of

origin, and 150 are situated in foreign markets.

Vision Statement:

Jollibee Foundation envisions that every Filipino is able to access basic

community services and live a life defined by dignity, purpose and active

participation in nation-building.

Mission Statement:

Together with our partners, we help our communities through:

 Improved access to Education for the youth

 Leadership development for local organizations

  Livelihood programs for small farmers

 Environment-friendly initiatives

 Decent Housing and Disaster Relief for calamity-stricken regions.

History:

In 1975, three years before the word “Jollibee” was coined, Tony Tan, with much

support from his family, founded an ice cream store in Quezon City, the

Philippines. They called it Magnolia. The logo, which featured blue and white,

seemed to have been inspired by the cold charm of ice. The name of the store

was given in a beautiful script imitating handwriting. The “M” and final “a” sported

extended ends, which formed underlines.

Over time, in addition to the ice cream menu, the store included sandwiches and

hot meals in its offer. It turned out that these items became even more popular

than the ice cream, so the owners transformed their ice cream parlor into a fast

food restaurant. Eventually, around 1977, they named it Jollibee.

The first Jollibee logo we’ve come across featured the restaurant’s name in an

intricate script. The letters were green on the yellow background. While the

insignia had a unique look, it was hardly legible – you couldn’t be sure you

enunciated the letters correctly unless you already knew the name of the shop.

Symbol in 1978-1980

During this period, the full name of the brand was Jollibee Yumburger. The
emblem featured the words in a font imitating handwriting. In comparison with

the previous version, it was more legible. And yet, at least the “b” had a slightly

unusual look and probably was somewhat difficult to decipher. The letters were

red with a thin white outline and a green shade.

A winged insect could be seen at the top right corner. It looked rather friendly,

although you wouldn’t say it was a bee if you weren’t aware of the shop’s name.

The insect was dressed up like a combination of a cook and a waiter wearing a

white vest, a red jacket, green trousers, and a white hood. In its paw, it was

holding a hamburger on a plate.

While at this point, the company had five stores nationwide, it was growing very

quickly, so the need for a more impactful logo emerged.

Evolution in 1980-1966

The new Jollibee logo was simplified, which resulted in a more recognizable

design. The bee, which remained the centerpiece of the image, wasn’t given in

full height anymore. You could only see its head with a hood and a bow tie.

This time, the friendly smile was more prominent, partly due to the size of the

image. Behind the head, an outline of a sandwich could be seen.

The lettering “Jollibee” in a rather legible, yet creative script could be seen

below. This has been the longest-lived logo so far. Even after a new version was

introduced in 1994, the company was still using the old one for several

purposes. For instance, you could see it in the restaurants’ decoration (before
2004), in packaging, and commercials (before 1999). The text was placed on

the trays until 2006. Also, it was used on the website before its new version

went online in 2009.

Emblem in 1996-2011

1996 was the year when the brand identity went through a complete overhaul.

Not only a new logo was introduced, but also the restaurants themselves were

decorated in a different way. While the visual core of the emblem preserved, it

now looked by far more professional.

The bee’s face grew a bit more alive and emotional. The head was slightly bent

to the side as if in a friendly nod. The smile was wider, while the bow tie

disappeared. The lettering was given in a more rounded and utilitarian font with

fewer details and more breathing space. While the previous version contained

two registered trademark symbols, one was removed meaning only the ® near

the text was left.

On the whole, the design grew more compact, minimalistic, and thus easier to

perceive.

The 2011 refresh

This was a very subtle modification – you wouldn’t have noticed unless you

compared the two versions side by side. There have been a couple of
alterations in the way the bee’s face is drawn (take a closer look at the nose or

the tendrils, for instance). The text was also altered, “b” probably most visibly.

The registered trademark sign moved up.

Font

The insignia has gone the way from a rather elaborate script to a comparatively

minimalistic typeface. Due to the rounded corners, it looks friendly and a bit

plump. It can be a modified version of the font called VAG Rounded Pro Black or

a similar font.

Colors

Red and black have been present on the Jollibee logo since 1978. Out of all the

colors used on the previous logos, only these two and the white have survived.
 POLITICAL ECONOMIC

P1 - Food Safety Laws E1 - Unemployment

P2 - Food standards E2 - Consumers more price sensitive
P3 - E3 - Economic recession/downturn
E4 -

SOCIAL TECHNOLOGICAL
S1 – Obesity epidemic T1 - Emergence of Mobile Devices
S2 – Consumer preferences T2 - Smart phone/Online Ordering
S3 – Healthy lifestyle trends T3 - Social Media
T4 - Better Security
S4 – Demographic Influences

Political Factors

P1- Food Safety Laws

Republic Act (RA) No. 10611, also known as the “Food Safety Act of 2013” defines food as any

substance or product whether processed, partially processed or unprocessed that is intended for

human consumption. It includes drinks, chewing gum, water and other substances, which are

intentionally incorporated into the food during its manufacture, preparation and treatment (Section
4.g). On the other hand, food safety refers to the assurance that food will not cause harm to the

consumer when it is prepared or eaten according to its intended us. Food safety is a foremost

responsibility of food business operators and key government agencies. The food business

operators, a person engaged in the food business including one’s agents, shall have the principal

responsibility to ensure that food satisfies the requirements of food law relevant to their activities in

the food supply chain and that control systems are in place to prevent, eliminate or reduce risks to

consumers

P2 - Food standards

Economic Factors

E1- Unemployment

Factors causing the high unemployment rate. Rapid Population Growth. The

more probable cause of unemployment in the Philippines is the unavailability of

jobs provided. Overpopulation is one of the key factors in the

growing unemployment in the Philippines.

Social Factors

S1- Obesity Epidemic

But despite low prevalence rates, obesity has a strong impact in

the Philippines due to the large number of obese persons in the country—18

million Filipinos are obese and overweight,

S2- Consumer preferences

Consumer preference is defined as the subjective tastes of individual consumers,
measured by their satisfaction with those items after they've purchased them. This
satisfaction is often referred to as utility. Consumer value can be determined by
how consumer utility compares between different items.

Technological Factors

T1- Emergence of Mobile Device

The heavy use of mobile devices nowadays makes it easier for companies to get

in touch with their passengers and prospective clients. Announcements and

promos can easily reach their target. (Kumar & Zymbler, 2019)

T2- Smart Phone/Online Ordering

Online bookings and other transactions produces a great deal of convenience for
customers getting a food for to become much easier and on-the-go. (Kumar &
Zymbler, 2019)

T3- Social Media

Social media is an inevitable part of running a modern business. Whether your

business is active on social media or not, you can be sure that your guests are
tweeting, posting, and Instagramming about your restaurant online.

T4- Better Security

The growth of technology has given way to a more diverse and more efficient
devices and machines that can help aid in security and other safety protocols
when entering and leaving. Better security makes consumers be more at ease
inside jollibee and drive-thru. (Hau, 2017)
Five Forces Model

Porter’s Five Forces Model focuses on the five forces that affect a given business

or industry. Within the fast food industry, the rivalry amongst competitors is

extremely intense and high. The threat of new entrants is low to medium because of

the fact that there are so many major global brands dominating the fast food

industry. The threat of supplies is low because there are many different suppliers in

the fast food industry. The threat of substitute products is very high due to the fact
 that there are masses of options available. Buyers of food are in control and have a

high bargaining power. “The collective strength of these forces determines the

ultimate profit potential of an industry” (Porter, 1979).

 Global brands dominating industry

 Established customer base and loyalty
 Consumer preferences and taste changes
 Brand recognition
 Potential costs

 Many suppliers
 Existing contracts with  Many options available
suppliers?  Price sensitive
 Companies have more  Many market
bargaining power segments
depending on size of
company

 Many alternatives and substitutes

available
 Price has a role
 Differentiated products
 Brand loyalty
 Convenience
 STRENGTH WEAKNESSES
S1- QSCV Principle W1- Current surveys reveal more
S2- Customer satisfaction and Quality focus on expansion than quality.
Assurance W2- Dependent of Filipino
S3- Training and Skill Imparted population
S4- Standardization W3- Limited Menus
S5- Cost Saving/Systematic Food W4- Price
Preparation
S6- Position in Strategic Location in
Populated Areas
S7- Family and customer focused

OPPORTUNITIES THREATS
O1- Increase in demand for fast food T1- Competitors rising quickly
nationwide T2- Customer satisfaction level below
O2- Innovation competitors
O3- Growing dinning-out market T3- Different variants of fast food
O4- Convenience of Online coming
Transactions T4- Health epidemics such as obesity
O5- Efficiency of Mobile Platform T5- Healthy lifestyles and eating
habits on the rise
Internal Factor Evaluation

Key Internal Factor

 Strength weight rating weighted

score

Average customer purchases increased by 0.10 2 0.20

18.54%
Employee moral 0.10 3 0.30
Technical support and research efficiency 0.05 1 0.05
Advertisements expenditures increased 0.10 4 0.40
Revenue from other segments 0.10 4 0.40
Debt to total assets ratio decline 0.05 4 0.20
Location local and international 0.15 2 0.30

Weakness
Inventory turnover decreased by 13.29% 0.10 3 0.30
Return on equity down decreased 0.10 1 0.10
Website 0.05 2 0.10
Supplier time delivery 0.10 1 0.10
Total 1 2.45