SWOT Analysis Jollibee (Philippines)

Strengths:

– Jollibee has grown exponentially on all aspects on operation.

– Superior menu line-up.

-Creative marketing programs.

– Efficient manufacturing and logistics facilities.

– It is a stronghold of heritage and monument of Filipino victory.

Weakness:

– The first name that comes to the mind of the people when someone asks about fast-food
restaurant.

– The existence of other competitors.

Opportunities:

-Became the first food service company to be listed in the Philippine Stock Exchange.

-Acquired Greenwich Pizza in 1994.

– Employees received extensive training so that they could learn the corporate values of
integrity and humility.

-Free wifi

Threats:

-The rivalry between Jollibee and McDonald.

-Jollibee Foods Corporation is a family-owned chain with about P6.1 billion annual sales. It has
however captured about 52% of the Philippines market ( compared with 16% of McDonald).

-Jollibee was reported to have been using earthworms in its beef patties for many years to get
customers ‘addicted’ to certain so-called chemical elements in earthworms.
What has made the Jollibee Successful?

Jollibee is arguably the most successful and iconic Filipino brand of all time. The
country’s home-grown fastfood chain is well-loved not only for its food but for the happy
experience it gives to its customers, something that is deeply-rooted in the local Filipino
culture where eating is something to be enjoyed with family and friends, and being jolly
is a way of life. Its tagline ‘Bida ang saya’ (A joyful experience is our main offering) tells
us that Jollibee is that happy place where one can savor a crispy chicken with joy,
hence the name Chickenjoy!

Known to foster Filipino values, Jollibee has become the favourite destination of kids
and kids-at-heart. In the Philippines, children know Jollibee more than any other
fastfood brand and see it as a fun treat, often prodding their parents to bring them to
Jollibee as a reward for a good deed. Who would’ve thought that the smiling bee will
become associated with tasty and quality food, and an important part of the Filipino
cultural identity that the whole nation will love?

So how did this giant fastfood that has become almost like a national treasure start?

Before the idea of a fastfood chain was conceived, 22-year-old Tony Tan Caktiong
started his luck out with a Magnolia ice cream parlor franchise back in 1975. Over the
years, Tony and his family expanded the chain into seven outlets, but not without
noticing that people line up more for burgers instead of ice creams. Thus, they decided
to capitalize on the trend, offering the Yumburger as one of their signature products. In
1979, they had their first franchise in Sta. Cruz, Manila, signaling the promising future of
the business.

When conceptualizing the name of the business, Tony settled for the image of a red bee
with a glowing smile. He emphasized on the hardworking aspect of the insect, coupled
with the honey that symbolizes the reaping of good harvest after work. At the start of the
1980s, Jollibee graced the television screens of every home, launching their first TV
commercial, the Chickenjoy (its brand of chicken). The Jollibee mascot also made his
debut, who instantly became a hit with the kids who cannot keep their hands off their
delicious kid-friendly meals.
Its unforgettable and widely successful Langhap-Sarap ad campaign, awarded in the
9thPhilippine Advertising Congress as the most effective in the food category sealed
Jollibee as a household name. Eventually making it to the list of Top 500 Corporations
in the country, Jollibee opened a store in Brunei in 1987, the first fast food outlet outside
the Philippines. Now a fastfood giant who has not been toppled even by global brands,
Jollibee has continued to expand with its acquisition of Greenwich Pizza Corporation,
Chowking, Yonghe King and Red Ribbon Bakeshop. It now even has its own children’s
show, the Jollitown!

The beaming red bee continues to become part of the happy moments and joyful meals
shared by families and friends in each Jollibee store. Jollibee’s success story is an
inspiring proof that Filipinos are not only able to compete with but can very well win over
foreign giants by being itself – a Filipino brand with a Filipino heart and spirit. This food
company that started small now operates a vast network of 750 stores nationwide and
80 stores outside the Philippines, truly a remarkable and admirable source of Filipino
pride and joy.