Assignment in Strategic Management Business Analysis (Jollibee Food Corporation) Jeff C. Balanag 15/6/2012
Table of Contents
Introduction Company Description Jollibee History and Milestone Jollibee Food Corporation Ownership The Use of School of Strategy Culture School Values, Mission and Vision Jollibee Culture (Johnson Cultural web) Cultural Dimensions Positioning School STEEP Analysis Porter's Five Forces Strategic Mapping Jollibee Products and Services Offered Jollibee Market Segmentation Jollibee Unique Selling Point Competitive Analysis SWOT Analysis Porter's Generic Strategy Ansoff Model Combination of Generic, Ansoff's and SWOT Analysis Value Chain Analysis Financial Accounting Techniques Economies of scale and Learning Conclusion Recommendation Appendices References Bibliographies Page 4 5 5
6 8 10 11 12 14 14 15 15 15 16 17 17 17 18 19 21 22 22
23 32 33
List of Figures
Title Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Figure 9 Figure 10 Figure 11 Figure 12 Figure 13 Figure 14 Figure 15 Figure 16 Figure 17 Figure 18 Figure 19 Figure 20 Figure 21 Figure 22 Figure 23 Figure 24 Figure 25 Figure 26 Figure 27 Figure 28 Figure 29 Figure 30 Figure 31 History and Milestone JFC # of stores in operation worldwide JFC Brand stores Positioning and Cultural school network The Ashridge Mission model Johnson Cultural web Cultural Dimensions Graph Strategic Mapping Jollibee Products and Service Competitive Comparison Summary SWOT Analysis Porter, Ansoff and SWOT combination Value chain diagram Profitability ratio Liquidity ratio Efficiency ratio Capital structure and Gearing ratio Market Ratio JFC and Jollibee operating stores Philippine Fast Good Industry product offered Philippine Fast Food Industry service offered Philippine Fast Food Industry Prices offered Financial Data Financial Ratios Consolidated Balance sheet 2007 - 2008 Consolidated Balance sheet 2009 - 2010 Consolidated Balance sheet 2010 - 2011 Consolidated Income Statement 2007 - 2008 Consolidated Income Statement 2009- 2010 Consolidated Income Statement 2010 - 2011 Market Share Price 2007 - 2011 Page 5 5 6 6 7 8 9 14 14 15 16 17 18 19 19 20 20 21 23 24 24 25 26 26 27 27 28 29 29 30 30
Introduction Fast food or Quick Service Restaurant (QSR) served its customers with a ready to eat food in a quicker and a relatively lower price than the traditional restaurants. Convenience, quick service, low prices and ready to eat meals was increasingly be demanded and becoming the trend now in the food industry. The emergence of Fast food have been seen tremendously growing since the year 1921 when white castle in wichita Kansas U.S. the first hamburger chain was opened. Based from datamonitor, on 2009 the global fast food market has grown for over $201 billion revenues with a growth of 3.1 percent as compared in revenues 90 years ago. Reyes, S. (2011). Fast food industry: Keeping up with the changing lifestyle. Retrieve from http://www.ats-sea.agr.gc.ca/ase/5991-eng.htm, Accessed May 8, 2011 As the result of globalization, modernized western socio-cultural behavior tends to affect and shake the lifestyle of the eastern region most specifically among Filipinos. The entrants of western fast food style and eye-catching advertisements of different western food products modified and drastically changed the traditional eating habits of most Filipinos. In the Philippines, according to Limtingco (2012) based from 2009 family income and expenditure survey, the total food expenditure consumed outside home reached PHP 196 billion a growth of 3 percent from 2000 to 2009 and 80 percent of the restaurants in the country are classified as fast food. Thus the growing numbers of busy working Filipinos, changing preferences towards leisure and convenience as well as the widely acceptance of westernized culture shape ups and revolutionized the fast food industries in the country. Based from the article “Expansion trend ” (2009)...