• Introduction
  • In today’s food and dining industry, fast food industry has come as a convenient, time saving and value for money value in modern dining environment. This marketing plan is to recommend a new product for a rapidly growing fast food chain industry Jollibee headquartered in the Philippines.

  • History of Jollibee
  • Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lions share of the local market that is more than all the other multinational brands combined. The company has also embarked on an aggressive international expansion plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing international QSR player and currently has 80 stores outside the Philippines-USA (26), Vietnam (32), Brunei (11), Jeddah (7), Qatar, Hong Kong, and Kuwait (1 each), firmly establishing itself as a growing international QSR player.

    Tony Tan and his family founded Jollibee with its humble beginnings as an Ice Cream Parlor, which later grew into an emerging global brand. At the heart of its success is a family-oriented approach to personnel management, making Jollibee one of the most admired employers in the region with an Employer of the Year Award from the Personnel Management Association of the Philippines, Best Employer in the Philippines Award from Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street Journal.

    Aside from promoting a family oriented work environment, the brand’s values also reflect on their advertising and marketing. Jollibee knows their target audience very well: the traditional family and all communication materials focus on the importance of family values, making Jollibee the number one family fast food chain in the Philippines and a growing international QSR player.

    Customer satisfaction has always been key to Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be one of the most recognized and highly preferred brands in the Philippines. Now the market leader among fast food chains in the Philippines, claiming a market share that totals to more than half of the entire industry.

    And it is this tried and tested formula of delivering great-tasting food, adherence to world class operating standards and the universal appeal of the family values the brand represents that are driving the expansion of Jollibee both locally and in the overseas market.

    (Jollibee,2014, )

    Mission Statement

    The mission of Jollibee is to serve great tasting food, bringing the joy of eating to everyone.

  • Goals and Objectives
  • According to Chris Joseph (2009), goal is a general statement of achievement and it can involve areas such as profitability, growth and customer service. In opposite, Objective is a specific action or step would be taken to reach the goal of company. The goal of Jollibee is to be ranked the number one Quick Service Restaurant (QSR) in Asia and wants to emerge as a global player in QSR industry while serving great food.


    Last updated: Sep 2023

    Page 1

    in Asia and wants to emerge as a global player in QSR industry while serving great food.

    Product and Services

    Jollibee has an impressive and delicious menu line-up – like its superior-tasting Chickenjoy, mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee Spaghetti complemented with creative marketing programs, and efficient manufacturing and logistics facilities. It is made possible by well-trained teams that work in a culture of integrity and humility, fun and family-like. Every Jollibee outlet welcomes customers with a clean and warm in-store environment and friendly and efficient service.

  • Competitive Advantage
  • The competitive advantage of Jollibee over its competitors rests by doing two things: (1) Retaining tight control over operations management, which allowed it to price below its competitor and (2) Having the flexibility to cater to the tastes of its local consumers.

    Jollibee’s success in the Filipino market developed as a result of its ability to better meet the needs of the Filipino customer. Jollibee’s adaptation of its menu to local tastes, as well as the “5 Fs” of its operations management are two organizational capabilities that have led the company to develop a competitive advantage over rivals McDonald’s. As one of the “5 Fs,” flexibility was an asset that Jollibee, could leverage more easily than McDonald’s. As a younger company, Jollibee has the ability to adapt its menu items without jeopardizing its brand image. It also has the advantage of having a flatter organizational structure that allows it to respond to changes in the market more quickly. It is important for the company to recognize flexibility as a competitive advantage, since it will become a foundation for Jollibee’s international strategy.

    Tight operations management and the flexibility to adapt to local tastes increase the wedge between customer willingness to pay and supplier opportunity cost. These savings in cost are then passed onto the customer, who is also receiving a product that better meets his or her needs. The ability of Jollibee to continue creating value for its customers by leveraging these activities will be the key success factor for its international expansion.

  • Market Analysis
  • Market analysis is to provide information and evaluations needed for all of the other marketing activities (Kotler Armstrong.2010), Jollibee can evaluate the need of its valued customers through market analysis. Market analysis combines market need, market trends, competitor analysis and SWOT analysis.

  • Market Need
  • Jollibee has introduced diverse products including burgers and sandwiches, chickenjoy, noodles,rice meals and soups. Jollibee seeks to fulfill the benefits that are important to the customers.

  • Market Trends
  • According to Franchiseek (2006), the value of bakery products fast food obtains was growth of nearly 5% from 2003 to 2004. But in opposite, only 1.6% and 2.8% of value are growth for the burger and chicken fast food sectors, respectively. Jollibee...

    Last updated: Sep 2023

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