Napoles, Hannah Vaniza D.

BSMA 3A 3/8/2022 1

VIDEO CONTENT REVIEW - JOLLIBEE CORPORATION

In 1975, the founder Tony Tan Caktiong and his family franchised Magnolia and
established an ice cream parlor at Cubao, Quezon City. Since customers kept requesting for hot
meals, later on it is consistently served at their store. When hot meals and sandwiches became
more famous than their ice cream, the family chose to shift the ice cream parlor into a food
restaurant. Which in turn became the first branch of Jollibee last 1978. In today’s time, Jollibee
Corporation is one of the Asia's top fast food chains in the industry. It has become a commonly
recognized name in the Philippines. Its other food service brands are the following: Chowking,
which serves Chinese foods. Greenwich, which offers pizza and pastas for the barkadas and
families. Red Ribbon, a pastry shop which offers cakes, breads, and other sweet treats. Also,
Mang Inasal, which offers their specialty grilled chicken with unli rice. Additionally, Jollibee
also ventured their business internationally. It has partners that create and work global brands
like Yonghe King, Hong Zhuang Yuan, San Pin Wang and 12 Hotpot. They have branches in the
neighbor countries such as Brunei, China, Hong Kong, Singapore, and Vietnam. It also has
branches in Middle East countries such as Kuwait, Oman, Qatar, Saudi Arabia, and recently
established stores in Canada and U.S.

As stated in the video, Jollibee has implemented the seven strategies, which are as
follows: (1) Listening to the wants and needs of the customers; (2) willing to pivot or shift their
business strategies to improve sales; (3) creating blockbuster products, such as yam burger and
chicken joy fried chicken; (4) making business a child friendly; (5) satisfy multiple senses of the
customers; (6) encouraging habit building; and (7) making the business process efficient by
turning it into zero-waste. The reason of Jollibee being successful is by maintaining and
developing these major strategies, while being innovative– being open to explore and experiment
their products to be offered for the customers and potential customers. Their organization are
willing to face the challenges by being adaptable and flexible to the ever-changing market
environment. As a loyal and avid customer of the Jollibee, the implementation and
accomplishment of the strategies are particularly true. It is evident in the real context, where a lot
of people wants to eat in their store branches. The food is delicious, and its prices are practical
for the Filipino customers, it is not as expensive as what other restaurants offer. I also
experienced and observed that the employees are consistently neat and proper. Their store
branches are clean and of course it does smells delicious, that whenever you’re just passing by
the alley, Jollibee’s smell will pull you to get inside and convince you to purchase their service.
Likewise, the food is presentable enough where groups of people, especially families could
enjoy. I can testify that Jollibee is the all-time happy go-to food restaurant among Filipino
people. It is one of the best fast food chains in the country for it has able to influence its local
position and became the top fast food chain by incorporating basic strategies, excellent service, a
friendly atmosphere, and an enticing menu. Aside from that, Jollibee supported many social
causes in the Philippines. They somehow gained competitive advantage by using technology,
such as releasing advertising campaigns where the plots are really close and relevant to the hearts
of Filipinos. They are quite active on social media. Jollibee became so well-loved that whenever
a new store is opened particularly in abroad, Filipinos will spend their day-offs and will form a
long line without a fail.

Indeed, Jollibee Corporation gives joy to the Filipino people. To further improve the
business, it is suggested that they should continue to understand Filipino community, and as well
as foreign customers in response to their changing needs. The research and development
department should expand from the general market environment into the specific areas of the
business. They should consider shifting from organizational chart into regional based structure.
For instance, rebuilding their working process by applying the decentralization system. Hence,
with this, the organization can attain another competitive advantage in terms of delegating
responsibilities. This will allow them to make an immediate action about the issues and
suggestions of the stakeholders, especially the ones that needs a quick decision about the
unforeseen situations. With this kind of strategies, Jollibee can continue to meet the needs and
will be able to produce products that could accommodate the taste of local and domestic
customers. In conclusion, even the organization was confronted and is as yet confronting
quantities of challenges to keep their spot in the market, the organization is still entirely
productive, and profitable locally and internationally. It has able to sustain their competitive
advantage for quite a while and to maintain with it, up to this point, is a tough job. Therefore,
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Jollibee should never forget to provide joy and happiness towards their customers of all ages and
from all walks of life.