CHAPTER I

BACKGROUND OF STUDY

A. HISTORICAL BACKGROUND

Jollibee was founded by Tony Tan and his family with its

humble beginnings as an Ice Cream Parlor which later grew into

an emerging global brand. At the heart of its success is a family-

oriented approach to personnel management, making Jollibee

one of the most admired employers in the region with an

Employer of the Year Award from the Personnel Management

Association of the Philippines, Best Employer in the Philippines

Award from Hewitt Associated and a Top 20 Employer in Asia

citation from the Asian Wall Street Journal.

Aside from promoting a family oriented work environment,

the brand’s values also reflect on their advertising and marketing.

Jollibee knows their target audience very well: the traditional

family and all communication materials focus on the importance of

family values, making Jollibee the number one family fast food

chain in the Philippines and a growing international QSR player.

Jollibee’s growth is due to its delicious menu line-up – like

its superior-tasting Chicken joy, mouth-watering Yumburger and

Champ hamburger, and deliciously satisfying Jollibee Spaghetti -

ably complemented with creative marketing programs, and

efficient manufacturing and logistics facilities. It is made possible

by well-trained teams that work in a culture of integrity and

humility, fun and family-like. Every Jollibee outlet welcomes

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customers with a clean and warm in-store environment and

friendly and efficient service.

And it is this tried and tested formula of delivering great-

tasting food, adherence to world class operating standards and

the universal appeal of the family values the brand represents that

are driving the expansion of Jollibee both locally and in the

overseas market.

In December 2004, Jollibee Corporation started Jollibee

Foundation to make giving back an organized corporate

commitment. The Foundation aims to invest in people and help

them succeed in the way Jollibee knows how. This means taking

the values, the system, the tools, and the years of experience that

has made Jollibee what it is today and sharing it with the people

they most ascribe their success to: the everyday Filipino. Among

the Foundation’s programs, the two major projects are the Busog,

Lusog, Talino School feeding program and the Farmers

Entrepreneurship Program. They also designed Skills

Enhancement and Education Development for Students (SEEDS)

Program to help qualified students pursue post-secondary

education through the provision of financial assistance and to

enable students to acquire job competencies – skills, attitudes and

work values through in-store training, thus enhancing

employability upon completion of post-secondary education

Jollibee dedicated its continuous success to the Filipinos

who have been there from the very start. Jollibee is so well-loved

every time a new store opens, especially overseas; Filipinos

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always form long lines to the store. It is more than home for them.

It is a stronghold of heritage and monument of Filipino pride.

 MISSION

To spread the joy of family by serving superior tasting food

 VISION

To be the dominant number one in branded eat-out in the

Philippines

B. FOOD ESTABLISHMENTS

With the success of its flagship brand, JFC acquired some of its

competitors in the fast food business in the Philippines and abroad such

as Chowking, Greenwich Pizza, Red Ribbon, Mang Inasal, and Burger

King Philippines. As of January 2015, JFC had a total of more than 3,000

stores worldwide, with system-wide retail sales totaling 82.1 billion

pesos for the fiscal year 2011. Jollibee is the largest fast food chain

in the Philippines, operating a nationwide network of more than

750 stores. A dominant market leader in the Philippines, Jollibee

enjoys the lion’s share of the local market that is more than all the

other multinational brands combined. The company has also

embarked on an aggressive international expansion plan, and

currently has 80 stores outside the Philippines-USA (26), Vietnam

(32), Brunei (11), Jeddah (7), Qatar, Hong Kong, and Kuwait (1

each), firmly establishing itself as a growing international QSR

player.

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C. ORGANIZATIONAL CHART

This organizational chart is based on the organizational

structure of Jollibee-1 City of San Fernando, La Union

Branch.

Restaurant
manager

Arm 1 Arm 2 Arm 3

Product Quality Service Quality Cleanliness

Manager Manager Manager

Crew Crew Custodian

Manager

Repair
&Maintenance
Manager

Document
custodian

Marketing
Manager

Crew

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 The Restaurant Manager stands as the principal of the

branch. Under the Restaurant Manager are his Assistant

Managers that are responsible in different areas of

Management. Assistant Manager 1 (ARM 1) is in charge

of the product control and quality of food, Assistant

Manager 2 (ARM 2) implement quality service and

Assistant Manager 3 (ARM 3) is composed of

cleanliness manager, custodian manager, repair and

maintenance manager and marketing manager. Each

Assistant Managers has its crew.

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 CHAPTER II

METHOD AND PROCEDURE

The Jollibee Commissary System ensures the

manufacturing and distribution of safe and high- quality food in

the most cost-efficient manner that is made possible.

There are three Commissary System sites: Santolan, Pasig City;

Mandaue City, Cebu; and the central site in Canlubang, Laguna.

The System, which operates 24/7, manages Jollibee’s total supply

chain process.

The Jollibee Pasig City commissary has production lines for

breads and sauces, and is the distribution center for North Manila

and North Luzon. In 1996, Jollibee opened the Vismin Foods

Corporation (VFC) in Mandaue City, Cebu to service the Visayas

and Mindanao areas. VFC has its own bread, pie, sauce, and

frozen patty lines. The Laguna commissary is the biggest and

most advanced in the country and among Asia’s best. Operated

by Zenith Foods Corporation (ZFC), a full subsidiary of Jollibee,

the newest commissary is on a 6-hectare property in the

Calmelray Industrial Park. Aided by custom-made mechanized

equipment, the production lines are for the marinated Chicken

Joy, frozen patties and pies, breads, sauces, hotdogs and other

meat products, and dry blended goods. ZFC can service over 800

Jollibee and Greenwich stores.

A professionally staffed Technical Services Team supports

the maintenance of an internationally accepted quality

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management system that further ensures the quality and safety of

the commissary manufactured food products. High caliber teams

from Engineering, Human Resources, Information Management,

Finance and Accounting likewise provide support to the

Manufacturing and Logistics operations of the Commissary.

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SWOT ANALYSIS

STRENGTH WEAKNESSES OPPORTUNITIES TREATS

Customer Location Expansion Consumer
loyalty program world- that look for a
wide healthier
lifestyle

Creative Health Continuous Competitors

marketing conscious Product and such as
customers services McDonalds,
expansion KFC that has
the same
products
Well-loved Limited menu Can be recognize
brand offered to as a fast-food
customers chain that
provides great
service world-
wide
Accessible Known to
nationwide serve
and in other unhealthy
countries meals

A company Problems in
that values Delivery
family
Customer Availability of
focus Counter

 This SWOT analysis is based on the general profile and

the performance and management of Jollibee-1 branch

City of San Fernando, La Union

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 CHAPTER III

RESULT AND DISCUSSION

STRENGHTS

 CUSTOMER LOYALTY

- Customers keep coming back because they are satisfied

by food they serve and the service of crews’ .Every

Jollibee outlet welcomes customers with a warm in-store

environment and friendly and efficient service.

 CREATIVE MARKETING STRATEGY

- The key component to Jollibee’s promotion is family.

Jollibee advertises through television commercials,

supports special events and uses mascots.

 WELL-LOVED BRAND

- Jollibee has grown to be one of the most recognized and

highly preferred brands in the Philippines. Now the

market leader among fast food chains in the Philippines,

claiming a market share that totals to more than half of the

entire industry.

 ACCESIBLE NATIONWIDE

- Jollibee as the largest fast-food chain in the Philippines

has built a lot of branches in entire country and also

outside the country. There are 4 branches here in La union

specifically in Agoo, Sevilla and 2 branches in City of San

Fernando.

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  A COMPANY THAT VALUES FAMILY

- Jollibee knows their target audience very well: the

traditional family and all communication materials focus

on the importance of family values, making Jollibee the

number one family fast food chain in the Philippines.

 CUSTOMER FOCUS

-Customer satisfaction has always been key to Jollibee’s

success. They trouble-shoot problems with their

customers in a calm way and make sure they compensate

with them properly.

WEAKNESSES

 LOCATION

- Since the overpass was built, the number of customers

entering the store lessens because customers are too lazy

to take the overpass in crossing. Unlike before, the

pedestrian lane was just in front of the store where

customers from the other side of the road can pass easily.

 HEALTH CONSCIOUS CUSTOMERS

- Customers that are concerned with their nutrition, fitness

and environment can lessen the sales of Jollibee. Because

there are some information that fry food are cancerous,

other consumers become aware of their health.

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 LIMITED MENU OFFERED

- The main products that Jollibee serves are their Chicken

joy and Jolly Spaghetti. There are also times where other

products offered are out of stock or only limited.

 RESTROOMS

- Their restrooms are sometimes used like a public toilet,

because there are passerby’s that only uses their

restroom.

 PROBLEMS IN DELIVERY

- Customers often complain about the length of time that

their orders are delivered. The time delayed of delivery

was as time wasted on the part of the customer. And yet,

due to the increase in the number on the customers which

prefer home or office delivery, the crews assigned on the

task were not proportion. Thus, delayed product delivery

can weaken the stores reputation on the good services

they offer.

 AVAILABILITY OF COUNTER

- Sometimes they don’t open all the counters even if there

are a lot of customers which causes long lines of customers

when ordering. Because of this, some customers leave the

store because they don’t want to wait and line to order

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OPPORTUNITIES

 EXPANSION WORLD-WIDE

- Jollibee can continue to expand and add branches world-

wide. Jollibee also continue to add more branches in

Philippines.

 CONTINUOUS PRODUCT AND SERVICE EXPANSION

- Continue innovating their products and training their

employees to create higher satisfaction to customers.

 CAN BE RECOGNIZED AS A FAST-FOOD CHAIN THAT

PROVIDES GREAT SERVICE WORLD-WIDE

- If Jollibee continues their way of managing their

employees and way of treating their customers, and by

expanding worldwide, they can be recognized not just in

Philippines but in other countries as a fast-food chain and

source of Filipino pride.

THREATS

 CONSUMERS THAT LOOK FOR A HEALTHIER

LIFESTYLE

- Consumers that look for a healthier life-style becomes a

threat to Jollibee because aside from lessen in sales; some

customers may also look into their perspective that the

food Jollibee serves is unhealthy.

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 COMPETITORS SUCH AS MCDONALDS, KFC AND

ETC

- Competitors that have the same product are also a threat

to Jollibee because customers have different perspective

when it comes to the taste of food, price of product or

quantity of product and their locations are relatively close

to each other. Like the Branch of KFC which is near

Jollibee.

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 CHAPTER IV

SUMMARY AND RECOMMENDATION

SUMMARY

Its Brand name has been an advantage to them since it is a well-

loved and well-known brand that values family with an

advertising slogan “Sa Jollibee, Bida ang sarap”.Jollibee

welcomes customers with a clean and warm in store and friendly

and efficient service . They treats their employees in a family-

oriented way to make them become more productive and

motivated. It is a Fast-food chain known for serving the best fried

chicken that is well=loved by their customers especially kids.

Number of customers that enters the store has lessen since the

overpass has been built. Health conscious customers has been a

threat to them since they serve some unhealthy food. Restrooms

are sometimes use as a public toilet by other customers

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RECOMMENDATIONS

 Provide or innovate more variety of products that offers

healthy food

 Create more combo meals that is more affordable to

students

 Continue their creative marketing strategy in attracting

customers

 Continue to train and develop their employees for higher

satisfaction of customers

 Continue to show the key component to Jollibee’s

marketing strategy which is family-Oriented

 Check and clean restrooms every after an hour or 2 hours

and check toilet utilities if it works

 Jollibee Food Corporation should hire additional

employees in the area of their delivery for them to avoid

complaints from customers.

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BIBLIOGRAPHY

REFERENCES

http://www.slideshare.net/RohitSharma161/jollibee-food-corporation?next

https://en.wikipedia.org/wiki/jollibee

http://dev.jollibee.com.ph/about-us/

http://www.slideshare.net/DsborahTaggueg/10step-marketing-plan-for-
jollibee

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DOCUMENTATION

 Photos During the interview with Mrs. Nikkolai Ramos last

October 29,2019

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 Photos After the Interview with Mrs. Nikkolai Ramos

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