I.

Background

[ADD MORE: What are they most known for, who founded it, what do they sell, who do they sell
to]
The functional benefit of Jollibee’s products is to satiate hunger and thirst with their food
and beverages. They serve hearty meals, sandwiches, drinks, and desserts affordable to wage
earners. The intrinsic benefit of Jollibee’s products and services is receiving the feeling of unity of
a family since Jollibee’s brand focuses on family bonding.

Jollibee’s services such as Jollibee Delivery and Jollibee Drive-Thru emphasizes

immediacy or how much they guarantee their fast-food title. Jollibee Open 24-Hour Service
improves their availability and expands their target market to people taking night shifts.

II. History of the Business

Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor in Quezon City in
1975. Customers began requesting for hot meals and sandwiches after the outlets gained
recognition. Caktiong cancelled the Magnolia franchise and converted the ice cream parlors into
fast food outlets. Jollibee Foods Corporation was established on January 1978, and during this
decade Jollibee posts its first year sales of P2 million and the Yumburger became its first flagship
product.

During the 80’s, not only was Jollibee’s best-selling Chickenjoy launched, but so did its
mascot and famous “Langhap-Sarap” campaign. In 1986, Jollibee opened its first overseas outlet
and continued to expand abroad and in the Philippines. It entered the list of the top 250
corporations in the country and Mr. Caktiong won the Agora Award for entrepreneurship in this
decade. As years passed, Jollibee earned multiple awards, be it in advertising, marketing,
management or corporate safety. They also started to slowly introduce more variety to their
products, with snacks like peach pie and breakfast items. Additionally, JFC has acquired brands
like Chowking, Greenwich, and Red Ribbon. To this day, the company continues to expand to
more areas in the country and in abroad.

III. Company Profile

Jollibee Foods Corporation aims to maintain their spot as the largest food service
business in the country and takes pride in fulfilling their objectives to be a customer-oriented
company that delivers delicious food fast. They have acquired brands like Chowking, Greenwich,
and Red Ribbon. They make food more available to people, with their affordable prices, and their
restaurants operate in accordance to world-class operating standards that ensure the quality of
their products.
 At the same time it is a company that promotes a respectful, fun, humble, honest,
collaborative, and most of all, family-oriented work environment that exhibits and instills these
values to the staff as well. This is obviously a company that is proudly Filipino, from the food right
down to their company values.

Based on Jollibee’s vision, they want to provide quality dining experience using the FSC
(Food, Service, Cleanliness) criterion. They strive to be the most cost efficient restaurant company
in the market. They hope their employees perform at a superior level and have passion in their
work. They want to become a model corporate citizen. They want their brands to come out on top
in each of their market segments. Finally, Jollibee strives to become one of the largest and most
profitable restaurant companies at a global scale by year 2020.

Jollibee, being a constantly excelling player in the food and beverage industry and in other
industries, is seen to not only survive but dominate in the market. If the nature of the economy
and the industry is favorable, Jollibee is expected to reach their financial goals without fail.

IV. The Market

Jollibee Foods Corporation is a market leader in the country, with over 2,000 stores
nationwide, and have a hold on the majority of their target market. That is, Filipino families. As
can be seen in their advertising and even their company values, family plays a crucial role. Aside
from their marketing, the taste of their restaurants’ products is also in line with what Filipinos
prefer, which are sweet, salty, and “langhap-sarap” food. In addition to this, their company’s
international expansions to the USA, Hong Kong, Saudi Arabia, and other countries were planned
in order to cater to Filipino OFWs and immigrants abroad who miss the “taste of home” that the
company provides.

Jollibee’s driver of demand is the affordability and delectability of their products. This led
to Philippines having a local brand dominating the industry and got ahead of international food
giants.

V. Competitors

[ADD MORE: What are McDonald’s, FKC, Chowking, Wendy’s, and Burger King’s strengths?
Why do they differ from Jollibee?]
Jollibee’s main competitors are McDonald’s, KFC, Chowking, Wendy’s, and Burger King.
According to Wijesekera (2017), Jollibee has more than 65% market share in the hamburger
market.

VI. References
About Us. Retrieved from: http://www.jollibee.com.ph/about-us/
Careers. Retrieved from: http://www.jollibee.com.ph/careers/job-openings-main-office/

History. http://www.jollibee.com.ph/about-us/#milestones-history

Investors. Retrieved from: http://www.jollibee.com.ph/investors/jollibee-foods-corporation/

Services. Retrieved from: http://www.jollibee.com.ph/services/

Wijesekera, L. (2017). Jollibee Vs. McDonald's: Filipino Burger Kings Fight Against Global
Giant. Retrieved from: https://hubpages.com/business/Jollibee-and-McDonalds-
Filipino-burger-king