Topics: Philippines, Jollibee, Food Pages: 8 (2189 words) Published: April 19, 2013
A Report on Jollibee Foods Corporation

Prepared By: Syed Tarik
ID: 1030510650
Section: 6
Prepared For: Bashir Hussain
Senior Lecturer
School Of Business
North South University

* Executive Summary

* Business Landscape

* Target Market

* Positioning

* Marketing mix

* Firm Analysis

* Solutions and Recommendations

* Conclusion

Executive Summary

This report is an attempt to analyze the case of “Jollibee Foods Corporation (A) International Expansion. In this study we have first analyzed the case background so that we understand the scheme of things. In this section we have laid emphasis on the inception of Jollibee Foods Corporation, their expansion in various countries like Singapore, Honk Kong, Brunei, Taiwan, Indonesia, and California etc. Further we have discussed the Strengths, Weaknesses, Opportunities and Threats to Jollibee in the fast food industry. We have dealt with different problems like the management issues, the market issues, business expertise, financial resources, inventory management etc. This would help in better understanding of Jollibee’s present condition and future sustainability in the modern and fast changing business world. After the SWOT analysis we identified certain issues with Jollibee which concerned the Management, business, expansion etc. There were issues like improper utilization of financial resources, lack of promotional campaigns, communication gap between the different wings of Jollibee and between the Management and the employees. Keeping in mind these issues we have come up with a few recommendations. We have discussed them through Human Resource, Marketing, Financial and Operations perspective. Then we have discussed the Strategic decisions with regards to expansion in the future in California, Hong Kong and Papua New Guinea. We have studied various pros and cons of expansion in each of the above mentioned countries and reached the conclusion that California is the most favorable location. The reasons for the location being that there is a huge Philippine population in Dale City of California which will help in the establishment of the store. Also they have successfully catered to the taste buds of the people in Guam which will help them serve the Americans better and thus the expansion could be a success. Later we have conversed about the implementation plan and how to go about it. At the end of the document we have attached appendix for the reader’s facilitation. It contains certain tables and graphs for better understanding of the financials of Jollibee Food Corporation.

Business Landscape:

Company History;

Jollibee Food Corporation began as an Ice- cream parlor in the year 1975 and was run by the Chinese Filipino Tan Family. But later they diversified in to sandwiches when the 1977 oil crisis occurred and the President Tony Tan Caktiong (TTC) expected the ice cream prices to soar. The hamburger recipe developed Tony’s father who was a chef also became famous and a year later they opened five store in Manila, where the family incorporated as Jollibee Food Corporation. Friendliness pervaded the organization and become one of the “Five Fs” that summed up Jollibee’s philosophy. The others were “flavorful food, a fun atmosphere, flexibility in catering to customer needs and a focus on families”.


Until 1981 it was a smooth sailing for Jollibee, but then came Mc Donald’s to Philippines. But the group was fearless and had confidence in the spicy taste of their Hamburger which appealed to the Philippine customers. Slowly Jollibee forayed in to the foreign markets and began with its investment in Singaporean 1985 in 1988 with the help of some family friends. Their next venture was in Taiwan again with the help of family acquaintance, but this also did not last long and the transaction came to an end on the basis of distrust between the local manager and Jollibee management in1988. Brunei was...
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