Marketing Logistics

Distributing the food products of companies involved in the fast food industry is very
challenging in the Philippines because of the country’s geographical structure. It is made up of
7,100 islands and to bring the food products available to the Filipino consumers is a very
daunting task. It will require extensive and intensive planning, creative strategy without
sacrificing the quality of the product which Jollibee is well known for, on how to distribute the
food products. Jollibee Foods Corporation is very keenly aware that it is of utmost importance
for the Company to strategize an effective and efficient method of distribution. As with most
company in the fast food industry, the raw materials for food production are highly perishable as
well as the processed food that reach the consumers. Time is very essential. The shortest amount
of time spent in transporting the raw products to reach the manufacturing facility ensures the
product’s quality and degree of freshness. This preserves the palatability of the food products
that the Company is proud of and the high reputation that is attached to it. It also diminishes the
incidence of food contamination that could possibly lead to food related illnesses making the
company liable to existing food handling, storage, and health related laws of the country where it
is operating business.

Whatever mode of transportation is used to distribute the food products, it is also necessary that
the chosen method of transportation is equipped with appropriate refrigeration, dry or cold
storage apparatus that is fully automated using high tech to monitor, control and maintain
according to standards the temperature and amount of humidity that will address the issue of
spoilage. The creation of the different and numerous commissaries strategically located in the
country addressed these concerns. The manufacturing facilities are operated by experienced
professionals using the latest technology in the fast food industry.

The logistics of physical items usually involves the integration of information flow, materials
handling, production, packaging, inventory, transportation, warehousing, and often security. JWS
Logistics is part of Jollibee Worldwide Pte. Ltd., the regional headquarters of the Jollibee Group
of companies. JWSL ensures the delivery of goods to the JFC stores on-time and in-full through
its services which include supply planning, warehousing, distribution and customer support and
order management. It operates distribution centers in strategic locations to service the growing
network of stores in the JFC system. The biggest distribution center which serves as a major hub
for Metro Manila and South Luzon is located in a 5-hectare property in Barangay Marcelo
Green, Paranaque City with over 20,000 pallet locations for both dry and cold storages. Like its
manufacturing partner ZFC, JWSL is poised for expansion. A mix of company owned and third
party serviced logistics centers are being undertaken.
As to the intangible resources in the distribution management, the Company has built a sterling
reputation in the business world as well as to the community they are serving. Jollibee enjoys the
confidence of their investors. The takeout orders are also well coordinated with a dedicated
service crew using the same ordering process used for over the counter ordering to avoid long
lines of vehicles at the take-out lane outside the outlet. They also have dedicated service crew
member to deliver food for those who ordered online or through landline.

References:

https://businesschief.asia/leadership-and-strategy/jollibee-foods-conquering-the-world-stage

https://www.icmrindia.org/casestudies/catalogue/Business%20strategy1/Business%20Strategy
%20Jollibee%20Fast-Food%20the%20Filipino%20Way.htm