JOLLIBEE FOODS CORPORATIONS

IMPORTANT FACTS

Tony Tan Caktiong is the founder

and chairman of Jollibee Food, one of
the world's fastest-growing Asian
restaurant chains. Jollibee operates
more than 3,300 eateries in the
Philippines and more than 2,500
stores overseas. Jollibee sells Filipino,
Chinese, American and European
dishes adapted to a quick-serve and
affordable format. With partner
Edgar Sia II, Caktiong also owns a
stake in the fast-growing Double
Dragon Properties.
 Jollibee and several variants of the mark are registered
trademarks in the Philippines and many other Asian
countries, and also in the United Kingdom of Great Britain
and Northern Ireland, the United States of America and
Europe.
Today, Jollibee Foods Corporation uses six different
brands (including “Jollibee” for its core fast food business;
“Greenwich” for its pizza and past a chain, and “Chowking”
for its oriental food outlets). It owns many trademarks
including “Bee Happy”, “Yumburger”, “Chickenjoy” and
“Amazing Aloha” and has registered all of its logos, some of
them in several countries.
 Jollibee began as a two-branch ice cream parlor in 1975
offering hot meals and sandwiches became incorporated in
1978 with seven outlets to explore the possibilities of a
hamburger concept. Thus was born the company that
revolutionized fast food in the Philippines In 1993, Jollibee
became the first food service company to be listed in the
Philippine Stock Exchange; thus broadening its
capitalization and laying the groundwork for sustained
expansion locally and beyond the Philippines.
THE KEY ISSUE OR ISSUES

JFC brand issue reported JoyRulbee in China a local fast food

giant is now moving to further protect and uphold its trademark
rights when pictures and a video of a fast food joint bearing a similar
name, logo of a happy bee and some menu items were spotted in
Guangxi, China.
 Jollibee Foods Corp. announced in a statement that they are aware
JoyRulBee, a Chinese fast food joint, is infringing on its trademark rights
under Republic Act 8293 or the “Intellectual Property Code of the
Philippines.” Pictures and a video featuring JoyRulBee made the rounds on
social media, where Filipinos immediately noticed glaring similarities with
the well-beloved local fast food joint.

 Behind the success of Jollibee Company they have instances that shut down
there stores because of mounting losses. They have lack of support by
means of investment strategy. According to Philstar global 2021 in the
disclosure to the Philippine stock exchange and Thursday the fast food giant
reported its 2021 net income attributable to shareholders lose to 5.9 billion
reversing its 11.5 billion losses in 2020 but still falling behind its 2019 net
income of 7.3 million. As per management they will still look forward to
recover their losses. In this pandemic all businesses went bankrupt and
others closed. It's their own strategies on how to survive and grow the
company's again.
 They also encounter the problem about services. Some
employees in different branches of Jollibee company did not
meet the expectations of customers services because of their
inappropriate behaviors in their communication style and some
of its crew members performed their jobs in a slow manner
and respond to the demands unhurriedly on their specific
responsibilities and tasks which negatively affects the
standards that results to customer dissatisfaction being set and
could ultimately distraught the store's productivity. Since they
are a franchise business their trademarks and name will be
ruined all over the world because they are a well-known
company.
 
 THE ALTERNATIVE COURSES OF ACTION 
Alternative course of Action 1:

- The Jollibee Word, Logo and Mascot are registered trademarks of

Jollibee Foods Corporation. Homegrown fast-food giant Jollibee Foods
Corp. (JFC) is taking legal actions against a restaurant in China for
supposed trademark infringement. JFC Legal team has been taking the
necessary steps in order to protect and uphold their company’s
trademark rights as what is provided for under the law. JFC have to
enforce their trademarks properly because If they do not enforce it
properly, their brand image will get diluted over time.
- In order to protect the company’s high quality and service standards,
potential franchisees must conform to a specific profile (self-driven
entrepreneurs with good management skills, good community standing
and excellent interpersonal skills).
Alternative course of Action 2:
Jollibee prepares to implement changes in its global business structure.
The need for the company is to adapt the lasting changes of consumer
behavior, such as the greater use of digital, work from home, and more
reliance on delivery and takeout. That is why JFC has embarked on a Business
Transformation to address the changing economics of business across the
globe.
The company will concentrate on its delivery, drive-thru, and take-out
services as part of its effort to make up for the losses; this is effective because
some customers prefer convenience. Given the significance of dine-in to the
company and in particular as limitations loosen in certain areas, the company
elaborated on its enhanced in-store safety procedures. These precautions
include placing acrylic partitions on tables and counters, conducting
temperature checks before to entry, as necessary, offering hand sanitizer to
customers, and putting social distancing rules into effect.
 Alternative course of Action 3:

The major problems or the roots of the customer dissatisfaction of

Jollibee are employees tend to have inappropriate behaviors in their
communication style towards the customers, some crew members
performed their jobs in a slow manner and respond to the demands
unhurriedly and their employees have isolation type of behavior that
seemed to avoid their co-workers in some instances. In this alternative
course of action, the problem could be solved by conducting a regular
training program for the employees because it can have benefit on:

• Improved employee performance – the employee who receives the

necessary and regular training is more able to perform in their job. The
training will give the employee a greater understanding of their
responsibilities within their role, and in turn build their confidence.
 This confidence will enhance their overall performance and this can
only benefit the Jollibee. Employees who are competent and on top of
changing industry standards help the company hold a position as a leader
and strong competitor within the industry.
 
 Addressing weaknesses – Most employees will have some weaknesses in
their workplace skills. A training program allows you to strengthen those
skills that each employee needs to improve. A development program
brings all employees to a higher level so they all have similar skills and
knowledge. This helps reduce any weak links within the company who
rely heavily on others to complete basic work tasks. Providing the
necessary training creates an overall knowledgeable staff with
employees who can take over for one another as needed, work on
teams or work independently without constant help and supervision
from others.
 Enhances company reputation and profile – Having
a strong and successful training strategy helps to
develop your employer brand and make your
company a prime consideration for graduates and
mid-career changes. Training also makes a company
more attractive to potential new recruits who seek
to improve their skills and the opportunities
associated with those new skills.
 
4. Evaluate each course of action
 EVALUATION OF
ALTERNATIVE COURSE
OF ACTION 1
More citizens can
avail their products if
online transaction will be
done. Customers won’t
face traffic if they lived far
from Jollibee, and they
will also save money for
they fare.
State the risks as The rewards
The risks are:  Positive comments
1. Some delivery maybe received by
request maybe fake the company if they
like for instance can deliver the foods
information’s given in a short period of
are not true. time.
2. If the customer lived  Some customers may
in a very far place. give tip to the
3. Delivery man will delivery man if they
face trouble if the are so polite and
caller didn’t pay the respectful to the
right amount for the customers.
foods.
Is your recommendation feasible from
Technical Operational Financial Standpoint
For the deliver type of foods, In take out style the  Income will increase
they may take the following: staff must show to the as online customers
customer the box of foods increase. Also, if the
 Take a picture of the caller before placing it inside for number of customers
including where they live. checking purposes of the who choose to drive
ordered foods. thru instead of dine-
 Show ID if they have a in.
videocall  Smooth but past
delivery means higher
income from the
company.

Assumption
We are all aware that many situations that happened in the before those fake online
appeared on TV about the fake online order of Jollibee. I also experience the slow
performance of work by the crew.
 EVALUATION OF
ALTERNATIVE COURSE
OF ACTION 2
Good training for the
employees of Jollibee will be
great help to improve the
performance of the crew.
Employees must be given
enough time to respect their
responsibilities. They are
offering good foods for the
customers so it must be
combined with the good
performance especially
behavior.
State the risks as The rewards
The risks are: - After training each of the
- The risks when having employees/ crew, they will
training was if they have improve their performance
a hard-headed towards their customers.
employees or crew. - Customers will increase if
Money used for training all the employees/crew
will be wasted. having good performance
and behavior towards their
customers.
- Customers may refer you
(Jollibee) to others to eat
and avail the foods from
Jollibee.
Is your recommendation feasible from

Technical Operational Financial Standpoint

- Every after the training, The solution is The training and
the employees/crew must important to take an action seminars do not affect
recite the good to maintain its customers the income of the
performance and behavior satisfaction. The actions Jollibee company even
they should show to theirneeded are feasible because though it is free.
customers. its helps to improve better Because it is their
services and build strong strategy on how the
- may ask the customer to relationship from employee customer will enjoy
evaluate the performance to customer. them again because
of the crew and they have a good
employees. customer relationship.

ASSUMPTION
Many customers may stay supporting the Jollibee buy means of continuous buying their
foods.
 RECOMMENDATION

• Jollibee Food Corporation have to enforce their trademarks

properly because If they do not enforce it properly, their
brand image will get diluted over time.

• Jollibee should always consider applicants who have

successful track record in the business, who have good
standing in the community, and who have excellent people-
handling skills. They should also consider those who are
willing to spend time managing the restaurant and committed
to provide total customer value and satisfaction.
- The JFC recommends the understanding organization and
also establishing marketing strategies. By means of Internal,
Jollibee's decide to provide a training programs for employees
to have excellent services. While external they provide active
social media to attract and highly commercialized using
various media for the customer's particularly among Filipinos.
In global tactics, JFC offered customer loyalty cards to
exchange points for products or other exciting gifts, as well in
senior citizen did get a discount directed by the company.
Jollibee used franchise to expand its business and achieve the
success of their business.
Conclusion
Marking their Territory in the Philippines and abroad
Protecting their brands through national and international
trademark registration has been instrumental in Jollibee’s
remarkable success without an easily recognizable brand
associated with highest quality and customer service
standards, it would have been difficult to prevail in the
extremely competitive fast food market. “Intellectual property
is becoming very important because you need to distinguish
yourself from the others – it’s a very competitive world [in
which] you need to create something unique.
References
https://www.pna.gov.ph/articles/1110043?fbclid=IwAR3QXpIMxlr4_MiPN4hcfg6o6TH_CchcfqK7yUIpgXH7g
k2ebznVs786eaA

https://www.pna.gov.ph/articles/1110043?fbclid=IwAR3QXpIMxlr4_MiPN4hcfg6o6TH_CchcfqK7yUIpgXH7g
k2ebznVs786eaA

https://
www.studocu.com/ph/document/universal-college-of-paranaque/law-on-corporations/jollibee-case-analys
is/15953979?f
bclid=IwAR2hrmxC8yBGd8qloYdP2Kpb1bmwjrTFeWd8FBdEsn2isd4RbBKWvbLPQSY

https://interaksyon.philstar.com/business/2019/01/23/142716/jollibee-trademark-protection-joyrulbee-
chinese-fast-food/amp/?fbclid=IwAR0UWbAuNpa1bqzg5PV5fSQR_fqoyrol-CLS-
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Thank
You
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