Republic of the Philippines

BICOL UNIVERSITY
COLLEGE OF BUSINESS, ECONOMICS, AND MANAGEMENT
Daraga, Albay

MARKETING MANAGEMENT

LAZARO, Jonela B. BSBA - Marketing Management II March 27, 2021

TASK: After watching the video on Starbucks SWOT Analysis, choose and examine one (1) Company
doing business in the Philippines and make a SWOT analysis of the said company particularly
emphasizing on their Marketing aspect.

Jollibee is the largest fast-food chain brand in the Philippines, operating a network of more than 1,400 stores.
Jollibee’s success in its home market establishes as a result of its ability to better meet the requirements of the
Filipino customer. 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 fastfood brands in PH combined. With a strict adherence to
the highest standards of food quality, service and cleanliness, Jollibee serves great-tasting, high-quality and
affordable food products to include its superior-tasting Chickenjoy, mouth-watering Yumburger and deliciously
satisfying Jolly Spaghetti among other delicious products.
Jollibee has embarked on an aggressive international expansion plan, with more than 270 international
branches in the United States, Canada, Hong Kong, Macau, Brunei, Vietnam, Singapore, Malaysia, Saudi
Arabia, United Arab Emirates, Qatar, Oman, Kuwait, Bahrain, Italy, and in the United Kingdom.

SWOT Anaysis of Jollibee Foods Corporation

STRENGTHS WEAKNESSES
 quality food and service  unpopularity in other countries
 largest food chain in the Philippines  supply demand
 employees with extensive training  not accessible to everyone
 marketing strategies
OPPORTUNITIES THREATS
 embarked on an international expansion plan  competitors; other fast food chains
 new menu items  unhealthy food items
 a well-known food chain in the Philippines  limited menu

STRENGTHS:
 QUALITY FOOD AND SERVICE – Jollibee had the ability to provide quality food and service in a fun
and friendly environment. These were essential success elements that allowed the company broaden
rapidly throughout the Philippines.
 THE LARGEST FOOD CHAIN IN THE PHILIPPINES – Jollibee has over 1,150 stores around the
country. Almost no one in the Philippines hasn't heard of this fast-food chain.
 EMPLOYEES WITH EXTENSIVE TRAINING – Any Jollibee outlet greets customers with polite and
productive service; employees are qualified before being recruited and placed on the job.
 MARKETING STRATEGIES – Jollibee has a strong grasp of its target demographic. They are well-
known for commercials that emphasize the importance of family values and advertisements about love
aimed at a younger audience.

WEAKNESSES:
 UNPOPULARITY IN OTHER COUNTRIES - Jollibee's standard menu caters to Filipino tastes;
however, people from other countries may not enjoy this type of food, especially since everyone has
different food preferences.
 SUPPLY DEMAND – Since there are so many Jollibee stores around the world, food availability could
be restricted due to high demand. Demand leads certain food products to run out of supply.
 NOT ACCESSIBLE TO EVERYONE – Jollibee franchises are not valid in all regions of the Philippines.
Some people also drive long distances to Jollibee for a 99-peso dinner.
OPPORTUNITIES:
 EMBARKED ON AN INTERNATIONAL EXPANSION PLAN – Many homesick OFWs in other countries
can help spread the word about Jollibee.
 NEW MENU ITEMS – To cater to the tastes of people from various countries, new menu items are being
created.
 A WELL-KNOWN FOOD CHAIN IN THE PHILIPPINES – There's a term known as brand loyalty.
Jollibee is still the No. 1 go-to spot for Filipinos who want a short snack or a little get-together with
family and friends, even after years of service.

THREATS:
 COMPETITORS; OTHER FAST-FOOD CHAINS – There are still a lot of food chains that could take
customers away. Customers would run, particularly if the chain is well-known, such as McDonald's or
Wendy's.
 UNHEALTHY FOOD ITEMS – Almost everything on the Jollibee menu is unhealthy, oily, and meat-
based. Fast food is tasty, but it is also unhealthy.
 LIMITED MENU – The menu of Jollibee is a little bland and lacking; people's tastes shift over time.
People will also get sick with the classic chicken and spaghetti menu.

Reference:
Jollibee Foods Corporation. Retrieved from https://www.jollibee.com.ph/ on March 26, 2021, 11:52 PM

-Thank You, Madam!-