Executive Summary

Jollibee Food Corporation is a Filipino fast food retail chain that was started in 1975 and from then on,
the company was on an expansion trend. It capitalized the changes in the political scenario in the
country and thrived the competition from global players like McDonalds. It went public in 1993 and has
been pursuing an aggressive global expansion strategy most of which backfired due to the problems in
strategies followed by the company. The newly appointed International wing chief of the firm is facing
the challenge of making a prudent decision regarding three new opportunities that the firm has in the
offing, namely expansion to Papua New Guinea, Hong-Kong, and California. But before making a move in
this direction, the company must address all the issues that have been prevalent in the organization for
a long time owing to lack of long-term vision and overall integration of the organization strategies. The
firm has been functioning like two parallel organizations with no co-operation and coordination
between the international wing and the domestic wing which has proved detrimental in various issues
that the firm has been facing. The organization is operating in a highly competitive industry and must
develop an overall firm strategy to attain sustainable competitive advantage. It is mainly thriving on
Franchising and JVs and needs to define the operating relationships with the global associates effectively
to prevent the disputes that have cramped the firm’s operations many a times. For crafting out an
efficient direction for the firm, the four-strategy model for international expansion was analyzed and the
firm was plugged in to the model and it turned out that the present strategy of the firm is falling in a
grey area between the international strategy and localization strategy. Our suggestion is that the firm
should adopt a fully-fledged transnational strategy so that it can effectively reap the benefits of cost
saving as well as local adaptation and there by carving a global image for the firm that has impeccable
operations, financial and marketing strategy. Also, we recommend the firm to go ahead and capture the
opportunities in Papua New Guinea as well as California and hold the fire for some time when it comes
to the expansion plans for Hong-Kong and look for expansion options in Hongkong only when the
prevailing management issues in Hongkong are sorted out. Also, the implementation plan for revamping
the operations of various functions have been suggested in the main body of report. Business
Landscape: Company History; 1975 Jollibee started as an ice cream parlor owned and run by the
Chinese-Filipino Tan Family. 1977 Jollibee had diversified into sandwiches after company President Tony
Tan Caktiong realized that events triggered by the oil crisis during this year, that would double the price
of the ice cream. August 1977 all the Chinese managers had resigned leaving Jollibee with only Filipinos
in Store- level management positions. Shih was afraid this would further undermine Jollibee's ability to
hire crews, as Chinese preferred to work for Chinese. 1978 with five stores in Metropolitan Manila, the
family incorporated as Jollibee Foods Corporation.

Reference: https://www.slideshare.net/LeviEugenio/jollibee-foods-corp-inrenational-expansion-
1#:~:text=3%20Executive%20Summary%20Jollibee%20Food,from%20global%20players%20like
%20McDonalds.
 Mission and Vision

Mission: To serve Great Tasting food, bringing the joy of eating to everyone

Vision: To be the Dominant Number One in Branded Eat-out in the Philippines

Reference: https://www.jollibee.com.ph/our-mission-vision-and-values/

Target Market

Large Consumer Market such as:

 Families
 Kids
 Teenagers
 Thrifty Individuals
 Limited time-eaters
 Students
 Colleagues

Families

- For families who wants to spend time together, Jollibee is the perfect place to be where they
can catch up and bond while enjoying affordable Jollibee meals.

Teenagers

- For teenagers who love to hang-out and share their laughs and random stories with their
friends, Jollibee is the place to be, affordable meals that fit in their allowance plus its cozy
environment adds up the good vibes.

Thrifty Individuals

- For individuals in a tight budget who are into quality, Jollibee offers meals not just made
affordable to the mass but also committed to high standard foods, service, and cleanliness.

People on the Go

- For people working or studying with limited time to eat, Jollibee offers ready-made food to give
them energy and happiness for the long day ahead.
Kids

- For Kids who are adventurous, active, and even for those who are picky eaters, Jollibee is the
perfect place for them to explore - they get a chance to play with ither kids and be excited about
Jolly Kiddie Meals bundled with toys made specially for them.

Reference: https://prezi.com/qmjv7qkd_eee/marketing-plan-for-jollibee/

SWOT ANALYSIS

 Strengths
1. Understands more about Filipino culture and wants.
2. Nationwide and Worldwide network of over 3,286 local and 338 stores international
3. Family oriented values
 Weaknesses
1. Small and young in comparison to other international fast-food chain brands
2. Lack of being aggressive in putting overseas store
3. Same product offered by its rival brand
 Opportunities
1. Increasing demands of the customers
2. Rising number of OFW’s
3. Companies willing to collaborate and make partnership with Jollibee
 Threats
1. Colonial mentality among Filipinos
2. Strong competitive forces
3. Changes in the lifestyle and health of consumers

 Strength #1 + Opportunity #1 = Creating New and better products to offer.

 Strength #2 + Opportunity #3 = Forming joint venture to maximize the profit and gain of the
company
 Weakness #1 + Opportunity #2 = Aggressive global expansion
 Weakness #2 + Opportunity #2 = Encourage OFWs in helping to promote Jollibee among other
nationality.
 Strength #2 + Threat #1 = American-style fast-food restaurant with a Filipino touch.
 Strength #3 + Threat #3 = Hospitable and warm treatment to customers, bringing the joy of
eating in ways they could relax and spend time quality time together with special ones.
 Weakness #3 + Threat #2 = Develop unique products that will stand-out to the market.

Reference: https://prezi.com/qmjv7qkd_eee/marketing-plan-for-jollibee/
 The Problem

 Lack in being aggressive overseas

 Lack of promotion internationally
 Lack of creating new and better products

The Solution: Marketing Focus

 Product or Service

- The product of Jollibee focuses on Filipino taste, Jollibee has a wide variation of products made
for the Filipinos. One example of this is their spaghetti pasta. The usual taste of a spaghetti pasta
is sour, but in Jollibee it is made for the Filipino taste bud which is why the JolliSpaghetti is
sweet. Jollibee also makes their burgers the way Filipinos want it. A little sweet and well done.
Jollibee integrated palabok and halo-halo to their menu a local delicacy in the Philippines. They
aim to be a fast-food chain with authentic Filipino delicacies unlike rival fast-food giants which
presents western food. Their menu is currently composed of Breakfast menus which are Corned
Beef, Garlic Pepper Steak, Longganisas, Hotdog, all served with rice except for pancakes. The
next is the main dishes that are served all day which includes Chicken Joy, Burger Steak,
Spaghetti, Palabok espesyal, Lumpiang Shanghai. For snacks, Burgers, Hotdog Sandwich, Fries,
and side dishes which are mashed potato and corn is being offered. For desserts,
Chocolatesundae and Twirls are available. Their beverages are all Coca Cola products which are
Coke, Sprite, Royal Root Beer, and there are 2 options for juices which are Iced tea and Del
Monte pineapple juice.

 Place
- Strategic placement of Jollibee stores in the Philippines is also one of the ways on how it
became the top fast-food restaurant in the Philippines. Stores can be seen located in populated
areas like schools, malls, and offices. Some of their stores are also located at strip malls in
national highways wherein travelers stop by to dine in or grab a quick meal on the go. Jollibee’s
expansion abroad targeted OFWs; With the placements of stores strategically, their stores
abroad reached to areas which have many Filipinos such as the United Kingdom wherein
250,000 Filipinos are currently living. This expansion gave Filipino’s from different parts of the
world have a taste of home. The expansion of branches also allows Jollibee to be tried and
tested by those from different countries.

 Price
- The price of the products of Jollibee are very affordable to the lower class (not poor) to middle-
and upper-class working person. The lowest price that Jollibee sell is their Sundae cone which
costs 10 pesos only and the most expensive product that they offer are group meals which are
the 6-8 pieces Chicken Joy Family Bucket meals ranging from the price of P499 – P799 only.

 Promotions
- Last 2017, the #KwentongJollibee was the most talked about marketing strategy of Jollibee
wherein short films about different kinds of love are depicted in every series. This marketing
strategy is very effective because the videos that they posted were mostly inspired by a true
story. The videos became trending and was talked about for months. Convenience is also
delivered by Jollibee with the different options of acquiring the products that they have. Drive-
thru services and delivery services targeted the audience who are very busy, and this eased the
process of acquiring their products. They also developed a loading card wherein you can use it
to buy their products and get points for using it. The “Happy Plus” card is not only limited to be
used on Jollibee, but it can also be used to buy products from their sister companies.