Mary Ann L. Cruz Arturo G.

Bautista BSBA-IV Assumption November 22, 2011 Jollibee Quest The Jollibee Phenomenon Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept. Thus was born the company that revolutionized fast food in the Philippines. In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987, barely 10 years in the business, Jollibee landed into the countrys Top 100 Corporations. It became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the groundwork fo r sustained expansion locally and beyond the Philippines. Undisputed Leadership As the countrys leading fast food chain, Jollibee has grown exponentially on all aspects on operation. From a handful of stores 32 years ago, Jollibee now boasts of more than 600 stores and over 50 international stores. Expanding Market Coverage To achieve its long-term goal to be the countrys food service leader, Jollibee acquired Greenwich Pizza in 1994. A year later, the company obtained the franchise of Delifrance, an international food company. These moves expanded Jollibees penetration in the pizza-pasta and French cafe-bakery segments. In 2000, the strategic acquisition of Chowking solidified the companys position as the dominant leader. The move gave it leadership in the Oriental quick-service restaurant segment. Recipe for Success Jollibees rapid growth is due to its superior menu line-up, 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. As a corporate citizen, Jollibee is also committed to give back to its host communities through meaningful and lasting socio-civic projects.

A Triumph for and of the Filipino Jollibee dedicated its continuous success to the Filipinos who have been there from the very start. Jollibee is so well-loved every time a new store opens, especially overseas; Filipinos always form long lines to the store. It is more than home for them. It is a stronghold of heritage and monument of Filipino victory. Marketing Strategies of Jollibee
Product In the case of Jollibee, it went from being an ice cream parlour to serving hamburgers made with a home style 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 McDonalds, 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. Price

Jollibee Food Corporation decided that the prices are consistent throughout the entire fast food branch stores, the prices are easily affected by those of the competitors, the prices are reasonable, all product prices are fixed, and that the prices are generally accepted in the market. Place The location of outlets is of key importance to the marketing strategy of Jollibee. For Example, the outlet in Hong Kong is located at Central where a large number of Filipinos gather. Promotion

Brands in local market are strong contenders and are not to be underestimated. Local managed brands like Jollibee in the Philippines often have the advantage of intimate knowledge of consumer tastes and consumer preference through local pride.
Jollibee used the wave of nationalist pride to promote a Filipino brand of hamburger. This strategy met with great success. Investing in socio-civic programs designed to serve its host communities further secured Jollibees position as a Filipino company for the Filipino. Advocacy campaigns such as the early Christmas drive ma-Aga ang pasko sa Jollibee, again endorsed by Aga Mulach, the poverty housing project with Habitat for Humanity, and the Kaya Mo Yan Kid or You can do it, kid! campaign to encourage kids to show their potential contributed to the companys overall success, not only with its customers but with all its stakeholders. References: www.jollibee.com.ph/about-us www.scribd.com/.../Jollibee-Foods-Corporation Research was done on the 19th day of November 2011