Jollibee Case

Topics: Philippines, Fast food, Marketing Pages: 20 (3898 words) Published: February 21, 2012
| | |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 Summary3


History of Jollibee4

Management structure of Jollibee4

Markets (countries and customer groups) served5

Customers’ segmentation and analysis6

Marketing objectives of Jollibee7

Marketing mixes of Jollibee8

Marketing strategy of Jollibee10

Macro-environmental analysis11

Recent performance of Jollibee13

Market and industry analysis14

Competitive analysis15


Works cited18

Appendix A – Survey Results and Questionnaire19

Executive Summary

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

For this report, we have sourced for secondary data from the internet as well as primary data. We had conducted a short online survey targeted at teenagers from The Philippines. This is possible through the help of Filipino friend. The survey showed that children are influential when it comes to parents’ decision to buy fast food. Please refer to Appendix A for more information about the results and the sample questionnaire. The secondary data includes the financial statement of Jollibee and online articles.

This report concludes that Jollibee’s differentiation strategy is the most determining factor for its success in the Philippines. Jollibee differentiates its products to cater to Filipino’s unique taste buds with its sweeter food and traditional food. On top of that, Jollibee also differentiate itself through the unique dining experience it provides with the emphasis on family values and national pride. Despite its success, Jollibee is facing increasingly stiff competition from international fast food chains such as Mc Donald’s and KFC.

Our recommendations are divided into two parts, based on the present market and future market. For the present market, we recommend Jollibee to cut down or at least maintain marketing cost as Jollibee is already very well-established in the Phillipines. Furthermore, it needs to continuously innovate its products. For the future market, we recommend Jollibee to enter countries with unsaturated market so that it will not face stiff competition. For this section, Jollibee must focus more on advertising and promoting their products create brand awareness.


This report will discuss our group’s analysis on Jollibee, a Filipino fast food company. The analysis will include its marketing strategies, mixes, and external forces. From our analysis, we will also provide recommendations and suggestions for improvements.

History of Jollibee

The diagram below briefly summarizes important milestones in...
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