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  • JOLLIBEE

    Diunggah oleh

    Mica Esquivel
    550 tayangan3 halaman
    Jollibee began as an ice cream parlor but became known for its affordable hamburgers tailored to Filipino tastes, serving spicy patties and dishes like rice and spaghetti. It focuses on keeping prices low while maintaining quality. Initially, Jollibee targeted areas with large Filipino populations overseas, and has since expanded across Asia and the Middle East. The company promotes through various advertising and maintains its popularity through creative marketing, efficient operations, and strong brand recognition in the Philippines.

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    BUSINESS PLAN

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    Jollibee began as an ice cream parlor but became known for its affordable hamburgers tailored to Filipino tastes, serving spicy patties and dishes like rice and spaghetti. It focuses on keeping prices low while maintaining quality. Initially, Jollibee targeted areas with large Filipino populations overseas, and has since expanded across Asia and the Middle East. The company promotes through various advertising and maintains its popularity through creative marketing, efficient operations, and strong brand recognition in the Philippines.

    Hak Cipta:

    © All Rights Reserved
    Unduh sebagai DOC, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    550 tayangan3 halaman

    JOLLIBEE

    Diunggah oleh

    Mica Esquivel
    Jollibee began as an ice cream parlor but became known for its affordable hamburgers tailored to Filipino tastes, serving spicy patties and dishes like rice and spaghetti. It focuses on keeping prices low while maintaining quality. Initially, Jollibee targeted areas with large Filipino populations overseas, and has since expanded across Asia and the Middle East. The company promotes through various advertising and maintains its popularity through creative marketing, efficient operations, and strong brand recognition in the Philippines.

    Hak Cipta:

    © All Rights Reserved
    Unduh sebagai DOC, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 3

    I.

    Background
    Product InthecaseofJollibee,itwentfrombeinganicecreamparlortoserving
    hamburgersmadewithahomestylerecipe.TheproductofferedbyJollibeeappeals
    totheFilipinostasteforspicyburgers.Byconcentratingitsresourcesonsatisfyingthe
    Filipinopalate,Jollibeehasbeenabletoservelocalizeddishesthatareunlikeany
    foundintheotherfastfoodchains inthePhilippines. Jollibee alsoservesriceor
    spaghetti,Filipinostyle.EventheburgersarecookedexactlyasFilipinoswantthem
    donesweeterandwithmoreseasonings,oftenlikenedtowhataFilipinomother
    wouldcookathome.
    PricePriceiscloselyrelatedtocustomersatisfaction.Thus,JFCprovidesitshigh
    qualityfastfoodproductsatarelativelycheaperprice.Accordingtoitscommitment
    toserveeachandeveryFilipino,JFCkeepsthingsaffordableforall.TheDLSU
    Surveyshowsthat,94%ofJFCscustomersthinkitsaffordableorcheaper.
    PlaceInitially,thecompanyfocusedonreachingcommunitieswithalargeFilipino
    populationtocapitalizeonitsbrandawareness,targetingmarketswheretherewere
    substantial numbers of overseas Filipino workers. By the early 1990s, Jollibee
    restaurantswereoperatinginHongKong,Spain,SaipanandGuam(bothintheNorth
    Westpacific),Vietnam,Brunei,Indonesia,Dubai,andKuwait.
    PromotionSalespromotionAdvertising,Publicrelations,Eventsandexperiences,
    Directmarketing,Interactivemarketing,Personalselling,Wordofmouth,Jollibee
    Websitehttp://www.jollibee.com.ph,JollibeeTVPromotion,JollibeeCommercial,
    JollibeeTVSeries,JollibeeEvents
    SWOT:

    Strengths:
    Jollibeehasgrownexponentiallyonallaspectsonoperation.
    Superiormenulineup.
    Creativemarketingprograms.
    Efficientmanufacturingandlogisticsfacilities.
    ItisastrongholdofheritageandmonumentofFilipinovictory.
    Weakness:
    Thefirstnamethatcomestothemindofthepeoplewhensomeoneasksaboutfast
    foodrestaurant.
    Theexistenceofothercompetitors.
    Opportunities:
    BecamethefirstfoodservicecompanytobelistedinthePhilippineStockExchange.
    AcquiredGreenwichPizzain1994.
    Employeesreceivedextensivetrainingsothattheycouldlearnthecorporatevalues
    ofintegrityandhumility.
    Freewifi
    Threats:
    TherivalrybetweenJollibeeandMcDonald.
    JollibeeFoodsCorporationisafamilyownedchainwithaboutP6.1billionannual
    sales.Ithashowevercapturedabout52%ofthePhilippinesmarket(comparedwith
    16%ofMcDonald).
    Jollibeewasreportedtohavebeenusingearthwormsinitsbeefpattiesformany
    years to get customers addicted to certain socalled chemical elements in
    earthworms.
    II.TargetMarket
    Kids312yearsold,teens1324yearsold,adults2838yearsold.Maleorfemale,
    singleormarried,socialclassofC,D,orE.
    Psycographics
    Asidefrompromotingafamilyorientedworkenvironment,Jollibeesvaluesalso
    reflectontheiradvertisingandmarketing.Usesthewaveofnationalistprideto
    promoteaFilipinobrandandfocuseson"greattasteandhappiness"
    whichincludes"valueformoney,thehappieststoreexperience,andthehavenfor
    kids.
    Geographics
    JollibeeFoodsCorporation(JFC)cancontinuetosuccessfullyleverageitsbrandsand
    productsinothergeographicmarkets,butwithsomedifficulty.Inpenetratinganew
    geographicmarket,JFCappliesastrategytofirsttargetitsexistingconsumerbase
    (Filipinomarket)inatotallydifferentlocation.ItcapitalizesonFilipinoconsumersin
    foreigncountriesandgrowsfromthere,bycontinuallypromotingitsproductsand
    modifyingthemtofitthelocalstastes,especiallyintheUS,whichJFCiscurrently
    developingforitssheersizeandpotentialforbillionsofrevenue.JFChasbeenquite
    successfulwiththiseversincefirstintroducingitsproductsinothergeographic
    markets.Thisstrategyoffersadecentandstablewaytoexpandinforeignmarkets,

    butinaratherslowmanner.Goingafteryourexistingmarketandthenexpanding
    fromtherecanbeatimeconsumingplan,especiallywhenmoreintensivestrategies
    aremoreusefulinpenetratingothergeographicmarkets.JFCcancontinueto
    successfullyleverageitsbrandsandproductsinothergeographicmarkets,butifit
    wantstoserveothermarketsfaster,itmayneedtochangeitsstrategies.
    III.VisualAudit

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