Project

in
Principles
of Marketing

Submitted by:

Aubrix Cuevas

Submitted to:

Ms. Miriam Pesigan

 Jollibee Foods Corporation is the parent company of Jollibee a fast-food restaurant
chain based in the Philippines. Among JFC's popular brands are Jollibee, Chowking,
Greenwich, Red Ribbon, and Manong Pepe's.[1] Since its inception, Jollibee has
become an increasingly profitable fast-food chain with 686 restaurants in the Philippines
and 57 in other countries employing 29,216 workers.[2] Including all its brands, JFC has
1,804 stores worldwide and total sales of more than US$1 billion as of December 2008.
Marketing:
Jollibee depends on high customer traffic and tight operations mangement. It offers
great service to the high volumes of people who patronize its outlets by functioning as a
well-oiled machine with close tabs on daily operations.
Jollibee focus: :
The Unique Selling Porposition of the Jollibee brand is :
1) Fast, Good, Clean, Cheap food
2) Caters to local needs( Spicy patty)
3) Consistency, reliability over all its outlets.
Positioning: Ensuring high traffic needs an emphasis on store location and positioning
Jollibee in the minds of the consumer as a place that they would enjoy eating fast food.
This entails proper branding and positioning of the service offered. Jollibee also
projected itself as world class and not a local brand. The service that is offered should
be consistent over all Jollibee stores, however this might be a problem as the division
has been slimmed recently and resources might be stretched too far.
Product: In the case of Jollibee, it went from being an ice cream parlour to serving
hamburgers made with a homestyle recipe. This change in product was in response to
events triggered by the 1977 oil crisis which would have doubled the prices of ice
cream. The product offered by Jollibee appeals to the Filipinos taste for spicy burgers.
By concentrating its resources on satisfying the Filipino palate, Jollibee has been able to
serve localized dishes that are unlike any found in the other fast-food chains in the
Philippines. In addition to offering the usual French fries that accompany the meals
found in McDonald’s, KFC, Burger King, and so forth, Jollibee also serves rice or
spaghetti, Filipino style. Even the burgers are cooked exactly as Filipinos want them
done— sweeter and with more seasonings, often likened to what a Filipino mother
would cook at home. Menus in outlets across the globe adjusted to local preferences to
differentiate it from other standardized players like Mc Donalds and KFC who maintain
the same menus worldwide with minimal changes. Jollibee even incorporated recipes
from employees to truly capture local tastes.
Enchanted Kingdom
Point of View In this case, the group would take the point of view of the top
management/marketing manager. This is because the group thinks the top
management/marketing manager has the capacity to strategize and initiate the
necessary actions in this situation.
II. Market Situation Analysis A. SWOT
Strengths - Pioneer theme park - world-class themed leisure, recreation and
entertainment - Seven ‘fantastic’ theme zones - Spacious land - Accessible to public
(close to Metro Manila) - Rides imported from United States, Germany, and Japan. -
With musical entertainment (popular guest bands and in-house bands) - With fireworks
display every weekend
Opportunities - Visitors coming in groups could be corporate (handling company
anniversaries, parties, product launches, company and family outings, sport fests,
wedding receptions, birthday parties, concerts and fund-raising activities), travel
(handling tour groups), and school (handling educational field trips, graduation balls,
and prom nights) - Majority of those who visited the park were young people between
13 to 29 years of age. - A big chunk of the park’s revenues came from its admission
fees and retail operations. - Continuous demand for recreational activities - People
celebrate different occasions all throughout the year - Increasing demand on semestral
breaks and vacation of students - People are attracted on buying group or corporate
packages
Threats - Precarious economic conditions (currency crisis) in late 1997 - Competition
from other recreational establishments - Fluctuating demand - The Financial Crisis in
Asia - People began cutting “unnecessary expenses” including leisure expenses -
Fluctuating demands all throughout the year - Negative responses of the disappointed
customers - Competition from other recreational establishments such as malls.
Strengths - Pioneer theme park - world-class themed leisure, recreation and
entertainment - Seven ‘fantastic’ theme zones - Spacious land - Accessible to public
(close to Metro Manila) - Rides imported from United States, Germany, and Japan. -
With musical entertainment (popular guest bands and in-house bands) - With fireworks
display every weekend
 Elite Technopark Elitech Corporation is one of the major suppliers of quality
machines and process supplies of leading Semiconductor Companies in the Philippines
for 18 years now. In 2010, the Company ventured to an Educational Theme Park and
brought unique attractions from South Korea to the Philippines.
Elitech is the first to bring Trick Art Museum and Mirror Maze in the Philippines.
To continue the company’s mission to provide outdoor and practical education through
School Fieldtrips to our future technical leaders, Elitech Corporation through Creative
Science Exhibit Inc. developed new theme parks in Liwasang Darangen CCP Complex
Pasay City, i.e. ELITE TECHNO PARK and RAYA. Elite Techno Park (ETP) was
conceptualized two (2) years ago when their engineers and principal investors thought
of extending the semiconductor industry to the Filipino students. They have noticed that
Semiconductor is very limited in our curriculum which is understandable because of the
high cost involved in the facilities and materials. But with the K-12 program of DepEd,
they believe that this is the right time to put up this exhibit. Elite Techno Park features
the Techno-Vocational Track of K-12 program of the Department of Education in the
field of Engineering (Semiconductor, SMT, PCB Assembly and Electronics), Mechanic
and Automotive, Air Conditioning, Information Technology (Robotics), Solar Energy and
Renewable Resources, Weather Forecasting (Climate Education) and Disaster
Awareness and Preparedness. Elite Techno Park has different learning modules for
elementary to tertiary level. It provides activities for the visitors to have hands-on
experience on each module. It aims to utilize the skills of the students and open job
opportunities for them even before their graduation. This will supplement their technical
knowledge for their chosen technical courses and this can help them if they opt to enter
the corporate world or venture into businesses. Further, all modules will discuss the
importance of technology and its contribution to save our Mother Earth.
Elite Techno Park and Raya are located at Liwasang Darangen (in front of World
Trade Center), CCP Complex, Pasay City.