Competitive Strategy

Topics: McDonald's, Hamburger, Tony Tan Caktiong Pages: 3 (653 words) Published: September 22, 2014

Class presentation for this project:
Instructor commented that all members must be involved but delivery of presentation flexible. It can be a oral report, power-point, whatever we want.

1975—1978: Tony Tan Caktiong opened ice cream shop.
1977: the oil crisis (would have risen the prices of ice cream business), etc. 1978: Lumba, the new management consultant hired advised the business to switch from ice cream to hamburgers. (He would have done a SWOT & environmental scan and compared store’s strengths and weaknesses to the outside world’s opportunities and threats.)

USP = Unique Selling Proposition of Jollibee:
1. Fast, Good, Clean, Cheap food
2. Cater to local needs (spicy hamburger patty instead of McDonald’s bland patty) 3. Consistency, reliability over all of its outlets.

Marketing Strategies: (will add more info. About McDonald’s since Jollibee was able to compete with them on the domestic market…)

Used slightly different “4 p’s of marketing mix” instead of price, product, place(ment), and promotion, the Jollibee analysis uses: product, positioning, place, promotion (find out why later).

PLACE:>For example, outlets in Hong Kong (at the Central district) and in the San Francisco areas (Daly City) where large number of Filipino migrants/descendants gather. These populations might be considered, if not affluent, then at least lower to mid-level middle class and have more disposable income, etc. >This is better than their strategy of placing Jollibee outlets in Dubai, Kuwait and Damman where there were Filipino guest workers, due to the guest workers having less disposable income and restricted freedom of movement.

PRODUCT:>Used national pride and the local culture’s tastes in their menu (what a Filipino person thought a good hamburger should be, not what an American McDonald’s representative thought a hamburger should be). They even consulted employees and their...
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