Marketing Strategy
Project in BA 222
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History
Jollibee Foods Corporation abbreviated as JFC and popularly known as Jollibee (PSE: JFC) is a Philippine multinational chain of fast food restaurants headquartered in Pasig City, Philippines. JFC is the parent company of Jollibee, the country's answer toMcDonald's in the fast food burger business.
With its success, the company bought out their competitors in the fast food business like Chowking, Greenwich Pizza, Red Ribbon bakeshop, Mang Inasal and Burger King Philippines.[2] In 2011, JFC had a total of 2,510 stores worldwide with a system wide retail sales totaling to 82.1 billion pesos for the fiscal year 2011.[3]
The original owner Tony Tan and his family opened a Magnolia Ice Cream parlor in Cubao, Quezon city in 1975.[4][5] In 1978, he and his siblings engaged the services of a management consultant, Manuel C. Lumba, who shifted the business focus from ice cream to hot dogs after his studies showed a much larger market waiting to be served.[4] Lumba was Tan's last business and management mentor.
Throughout its three decade history, Jollibee became a success enjoying rapid growth. The chain opened successful milestone stores in the following years: Its 100th branch in Davao on 1991; its 200th store in Malolos, Bulacan in 1996; its 300th store inBalagtas, Bulacan in 1998; its 400th store in Intramuros, Manila in 2001; its 500th store in Basilan in 2004; its 600th store in Aparri in 2007;[5][6] its 700th store in Harrison Road, Baguio City in 2010;[7] and its 800th branch in Malaybalay City, Bukidnon on October 18, 2013.[8]
A Jollibee restaurant at Central, Hong Kong
The company acquired 80% of Greenwich Pizza in 1994. From a 50-branch operation, Greenwich gradually established a strong presence in the food service industry. In early 2006, Jollibee Foods Corp. bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash.[9] In
Submitted to:
Submitted by:
History
Jollibee Foods Corporation abbreviated as JFC and popularly known as Jollibee (PSE: JFC) is a Philippine multinational chain of fast food restaurants headquartered in Pasig City, Philippines. JFC is the parent company of Jollibee, the country's answer toMcDonald's in the fast food burger business.
With its success, the company bought out their competitors in the fast food business like Chowking, Greenwich Pizza, Red Ribbon bakeshop, Mang Inasal and Burger King Philippines.[2] In 2011, JFC had a total of 2,510 stores worldwide with a system wide retail sales totaling to 82.1 billion pesos for the fiscal year 2011.[3]
The original owner Tony Tan and his family opened a Magnolia Ice Cream parlor in Cubao, Quezon city in 1975.[4][5] In 1978, he and his siblings engaged the services of a management consultant, Manuel C. Lumba, who shifted the business focus from ice cream to hot dogs after his studies showed a much larger market waiting to be served.[4] Lumba was Tan's last business and management mentor.
Throughout its three decade history, Jollibee became a success enjoying rapid growth. The chain opened successful milestone stores in the following years: Its 100th branch in Davao on 1991; its 200th store in Malolos, Bulacan in 1996; its 300th store inBalagtas, Bulacan in 1998; its 400th store in Intramuros, Manila in 2001; its 500th store in Basilan in 2004; its 600th store in Aparri in 2007;[5][6] its 700th store in Harrison Road, Baguio City in 2010;[7] and its 800th branch in Malaybalay City, Bukidnon on October 18, 2013.[8]
A Jollibee restaurant at Central, Hong Kong
The company acquired 80% of Greenwich Pizza in 1994. From a 50-branch operation, Greenwich gradually established a strong presence in the food service industry. In early 2006, Jollibee Foods Corp. bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash.[9] In