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DANANG UNIVERSITY OF ECONOMICS BTEC HND IN BUSINESS (MANAGEMENT)

Assignment Cover Sheet
NAME OF STUDENT REGISTRATION NO. UNIT TITLE ASSIGNMENT TITLE ASSIGNMENT NO NAME OF ASSESSOR SUBMISSION DEADLINE TRUONG THI NGOC THAO (WINNIE) Unit 7: Business Strategy Strategy Formation and Planning : Jollibee-Vietnam Jollibee Vietna 1 of 2 CHIELO DELA CRUZ STA. MARIA January 14 2010

I, _TRUONG THI NGOC THAO (WINNIE) _ hereby confirm that this assignment is my own work and not copied or plagiarized from any source. I have referenced the sources from which information is obtained by me for this assignment.

________________________________ Signature

____January 14 2010____ Date

---------------------------------------------------------------------------------------------------------------FOR OFFICIAL USE

ASSIGNMENT GRADE

Common Skills Grade A B C D E F G

Unit outcomes
Outcome Evidence for the criteria Feedback Assessors decision Internal Verificati on

Define the context of business strategy

Analyze how the business environment is considered in strategy formulation. (1)

Explain the significance of stakeholder analysis

Conduct an environmental and organizational audit of a given organization

Apply strategic positioning techniques to the analysis of a given organization

Demonstrate ability to think strategically

Understand the process of strategic planning.

(2)

Prepare a strategic plan for a given organisation based on previous analysis

Merit grades awarded Distinction grades awarded Professors additional feedback and comments

M1 D1

M2 D2

M3 D3

Assignment
( ) Well-structured Reference is done properly / should be done (if any) Overall, youve

Areas for improvement:

ASSESSOR SIGNATURE NAME:.........................................................................................

DATE

(Oral feedback was also provided) STUDENT SIGNATURE NAME :.................................................................................

DATE

COMMON SKILLS & COMPETENCIES ASSESSED (indicated by X)

A. MANAGING & DEVELOPING SELF
1. Managing own roles & responsibilities 2. Manage own time in achieving objectives 3. Undertakes personal and career development 4. Transfer skills gained to new/changing situations & contexts

D. MANAGING TASKS & SOLVING PROBLEMS

12. Use information sources 13. Deal with a combination of routine & non-routine tasks 14. Identify & solve routine & non-routine problems

E. APPLYING NUMERACY B. WORKING WITH & RELATING TO OTHERS

5. Treat others beliefs and opinions with respect 6. Relate & interact effectively with individuals & groups 7. Work effectively as a team member 15. Applying numerical skills and techniques

F. APPLYING TECHNOLOGY
16. Use a range of technological equipment and systems

C. COMMUNICATING
8. Receive and respond to a variety of information 9. Present information in a variety of visual forms 10. Communicate in writing 11. Participate in oral & no-verbal communication

G. APPLYING DESIGN AND CREATIVITY

X X X

17. Applying a range of skills and techniques to develop a variety of ideas in the creation of new / modified products, services or situations 18. Use a range of thought processes

Jollibee in Vietnam

Introduction Jollibee Food Corporation is the epitome of entrepreneurial success in the Philippines. What started as an ice cream parlor had spawned into a national brand that even the likes of McDonalds cannot top. At present, Jollibee has established a global presence with the opening of stores in countries such as the US, Hongkong, Guam, Brunei and Vietnam, just to name a few. Early History The success of Jollibee can be credited to its founder, Tony Tan Caktiong, who opened a Magnolia Ice Cream Parlor in 1975. After adopting the name Jolibe, they started offering hot meals and sandwiches as well. Later, in 1978, it was incorporated and Tony toyed with the idea of a hamburger fast food chain. With only seven stores to jumpstart his vision, little Tony know that he was about to take the fast food industry by storm. Shortly after its incorporation, the name was changed to Jollibee. Barely ten years after its founding, the company had already reached the P500 million sales mark, and was included in the top 500 corporations in the Philippines. The accolade started pouring in, the best having attained the Top 100 corporation status in 1987. To sustain the rapid expansion the owner had envisioned. Jollibee enlisted with the Philippine stock exchange in 1993. From its humble beginnings, Jollibee now boasts of stores not only in the country but internationally as well. Upping the Anthe Not content with the phenomenal success of its hamburger fast food chain, Jollibee widened its reach with the acquisition of Greenwich Pizza in 1994. A year afterwards, the international food company Deli France awarded the company franchise in the Philippines. As a result, the company was able to broaden its customer base. Jollibee then moved on to acquire Chowking, another fast-food chain specializing in Oriental food. This strategy had further solidified Jollibees leadership status in the fast-food industry. In addition to its acquisition strategy, the company also attributed its success to its ability to capture the Filipino palate in its menu. For instance, spaghetti, which is one of the best sellers in any Jollibee stores, tastes sweeter than the pasta offered by its rival, McDonalds. This sweeter taste is especially formulated for the little kids who make up the bulk of Jollibee customers. Filipino values resonate throughout all Jollibee marketing campaigns and advertisement. This is the reason why Jollibee stores all over the country are viewed as wholesome place to dine with the family.
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The Jollibee Way

Source: www.jollibee.com.ph

Current Status Jollibee Food Corporation has become one of the biggest fast food chains in the world. Total number of stores had reached 1,635 worldwide as of December 2007. Together with its other franchises, total overseas stores had reached 186. Much of the companys success can be attributed to its commitment to excellence with its F.S.C. battlecry. It stands for FOOD served to the public must meet the companys excellence standards or it will not be served ar all; SERVICE must be fast and courteous; and CLEANLINESS from kitchen to utensils, must always be maintained. The following is the latest figure about the companys operation

THE JFC GROUP OF COMPANIES

YTD June 2009 2009 2008% Change 30,956 27,546 12.4% 23,371 20,827 12.2% 1,762 1,550 13.6% 1,308 1,125 16.2% 1,125 1.101 1.099 16.2% 15.6% 15.7% Quarter 2 2009 2009 2008% Change 15,886 14,303 11.1% 12,033 10,836 11.1% 982 885 11.1% 746 645 15.6% 746 0.723 0.723 645 0.631 0.631 15.6% 14.5% 14.6%

Financial Summary

System Wide Retail Sales Revenues Net Operating Income Net Income Net Income Attributable to 1,308 Equity of the Parent Earnings per Common 1.273 Share - Basic Earnings per Common 1.272 Share - Diluted

*Amounts in PhP Millions, except % change and Per Share Data * Exchange rate as of August 30, 2009 is 1USD= P48.80

Jollibee Vietnam in the News Jollibee to strengthen business in Vietnam. The Filipino fast food chain Jollibee will expand operations in Vietnam, where it currently has 10 stores. Four more retail outlets are slated to be opened in malls in other parts of Vietnam this year, said Dennis Flores, Jollibees vice president for international operations. In October 1996, the Filipino group opened its first Vietnam store at the Superbowl mall in Ho Chi Minh City. Now, it operates nine in the city. Last October, Jollibee opened a branch in Bien Hoa City, Dong Nai Province, the first store outside Ho Chi Minh City, which borders the province. Flores said, Perhaps, Jollibees strong appeal to families resonated well with the Vietnamese who, like Filipinos, also value strong family ties. We now see a lot of Vietnamese families going out on weekends, spending time together and celebrating fun times also in fast food joints. According to him, Vietnam has been a key market for JFCs global operations. Jollibee in Vietnam is run mainly by Vietnamese employees from front liners to store managers. This is the only country aside from China and Brunei where Jollibee caters to the mainstream, non-English speaking markets, Flores added.

Jollibee Vietnam has its own facility that caters the stores and is responsible for production of main products and ingredients. Flores said that of Jollibees total revenue in the AsiaPacific region and the Middle East, 15% comes from Vietnam. (http://www.saigon-gpdaily.com.vn)
Chickenjoy chicken rice, a main dish of Jollibee

Note: This assignment brief includes supplemental documents and videos.

Role Assume that you are employed as a consultant to the Vietnam country manager. The company is galvanizing its plan to expand operation in the country. As a starting point, a thorough analysis of the environment, both internal and external, is mandatory. Your role is to write a report which will capture the following information requirements: Task 1

Define the context of Jollibee Food Corporation business strategy (1a) Identify the key stakeholders of the company in Vietnam. Explain significance of conducting a stakeholder analysis (1 b)

the

In preparation of the companys expansion plan, conduct an external environment and organizational audit of the company. (1c) (1c) Analyze the strategic position of Jollibee Food Corporation in Vietnam using appropriate techniques (1d) (1d)

Task 3 Taking note of the current environment in your country You are required to demonstrate ability to think strategically by explaining the possible considerations for strategic analysis of the company in expanding operation in Vietnam . (2a)

Prepare a strategic plan for Jollibee-Vietnam

based on above (2b)

analysis.

GRADING Pass is achieved by meeting all the requirements defined in the assessment criteria. Merit Select and apply appropriate techniques. (M2)

Characteristics / Possible Evidence Indication of relevant theory and techniques with effective judgments being made. This can include use of environment audit models such as SWOT, PESTLE, Porters 5 forces, value chain, etc. Present and communicate appropriate findings (M3)

Characteristics / Possible Evidence Application of a range of methods and sources of information used. Used of models such as Ansoff matrix, growth, stability, profitability, position matrix. The selection of methods justified. Distinction Use critical reflection to evaluate own work and justify valid conclusions (D1) Characteristics / Possible Evidence The validity of the result judged individually as sound and relevant with self criticism of approach. Indicate through future directions in relation with competitor, customers and clients, industry and economy. Some of these models included maybe; Ansoff, portfolio matrix, planning systems, etc. Demonstrate convergent, lateral and creative thinking (D3)

Characteristics / Possible Evidence The ability to indicate that ideas generated and decisions considered with convergent and lateral thinking. There is evidence of realistic, logical and systematic approach to the strategic planning process. A clear evidence of good use of knowledge, application and understanding with strategic planning technique has been used. Common Skills Grading To achieve a PASS, students should gather sources and supporting material identified, selected and organised. Provide some appropriate visual methods, written medium appropriated to the intended audience, show information gathered through selected data collection technique with test and some conclusion drawn. To achieve a MERIT, students should gather appropriate sources and supporting material identified, selected and organised. Provide appropriate visual presentation,
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designed produced and used to communicate effectively coupled with written medium appropriated to the intended audience. Information gathered shown through selected data collection technique with test and relevant conclusion drawn. To achieve a DISTINCTION, students should gather relevant information analysed, evaluated and summarised. Provide appropriate visual presentation, designed produced and used to communicate effectively. Written medium to the intended audience should be relevant with appropriate information selected evaluate analysis and synthesised for used. There is clear suitability of solution evaluated for accuracy and fitness for purpose. PRESENTATION
1.

The assignment should have a cover page that includes the assignment title, assignment number, course title, module title, Lecturer/tutor name and students name. Attach all the pages of assignment brief/cover sheet with your report and leave them blank for official use.

2. Ensure that authenticity declaration has been signed. 3. Content sheet with a list of all headings and page numbers. 4. A fully typed up professionally presented report document. Use 12 point Arial or Times New Roman script.
5.

Your assignment should be word-processed and should not exceed 3,000 words in length.

6. Use the Harvard referencing system. 7. Exhibits/appendices are outside this limit. 8. The assignment should be not contain a bibliography but should contain a list of any references used in the assignment. NOTES TO STUDENTS Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted. Ensure that you give yourself enough time to complete the assignment by the due date. Do not leave things such as printing to the last minute excuses of this nature will not be accepted for failure to hand-in the work on time. You must take responsibility for managing your own time effectively. If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension.

Failure to achieve a PASS grade will results in a REFERRAL grade being given. Take great care that if you use other peoples work or ideas in your assignment, you properly reference them in your text and any bibliography. NOTE: If you are caught plagiarizing, you could have your grade reduced to zero, or at worst, you could be excluded from the course.

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