Jollibee Case

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Jollibee Case

| |
|Jollibee |
| |
|[29/03/2011] |
| |
|Le Duc Bao, A0074375Y |
|Kevin Eka Putra, A0074357Y |
|Ho Chung Hang Andrew, A0072126N |
|Julfri Kosasih, A0074180L |
| |
|Tutorial Group: C15 12-2pm |
| |

Table of Contents

Executive Summary 3

Introduction 4

History of Jollibee 4

Management structure of Jollibee 4

Markets (countries and customer groups) served 5

Customers’ segmentation and analysis 6

Marketing objectives of Jollibee 7

Marketing mixes of Jollibee 8

Marketing strategy of Jollibee 10

Macro-environmental analysis 11

Recent performance of Jollibee 13

Market and industry analysis 14

Competitive analysis 15

Recommendations/Improvements 15

Works cited 18

Appendix A – Survey Results and Questionnaire 19

Executive Summary

This report will discuss our group’s analysis on Jollibee, a leading fast food company in

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