Answered: 1. Can Jollibee Foods Corporation…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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1. Can Jollibee Foods Corporation continue to successfully leverage its brands and products in other geographic markets, including the United States? Explain. 2. In what way should Jollibee expand? Which countries are likely to be profitable markets? 3. What strategic direction would you suggest for Jollibee Foods Corporation?

Transcribed Image Text:11:39 - O y 34 • 0 & ul * (34) ACTIVITY 5 (MODULE 4).docx We will provide FSC excellence in every encounter r Happiness in every moment . By year 2020, with over 4,000 stores woridwide. Jolibee is truly a GLOBAL BRAND Jollibee makes itself well-known in the Philippines through extensive advertising. hiring of celebrity endorsers with wholesome engagement in charitable works. images, and STRATEGIC BUSINESS UNITS AND EXPANSION across different food groups. Its system-wide retail soles for 2010 were blion PHP ($1.6 bilion USD), representing a 10.2% increase over 2009. income was 3.1 bilion PHP ($70.6 million USD). which grew by 16.3% over Jollibee Foods Corporation (JFC) consists of a number of SBUS that cut 70.3 Net 2009 income. At the core of JFC is Jolibee, the McDonalds-like hamburger restaurant. The unit sels a standard fare of lunch and breakfast items, but local touch with products such as the Amazing Aloha Burger pineapple on top of a burger), the Joly Hotdog Taco Style, Chicken joy with Rice, and Palabok (noodles with a spicy sauce, boiled ground pork). Jolibee competes with McDonald's on the basis of price, local product offerings, and national identity. JFC aso Chinese fast food restaurant chain with operations in The firm has a pizza restaurant chain called adds (sice of egg. shrimp, and owns Chow King, a number of countries. Greenwich. In addifion, JFC a Comlow an Hila Ehalion Relon v-ACALABARON riipaity KOLEHIYO NG IUNGSOD NG IPA Commiate COLLEGE OF COMPUTER STUDIES 1994 owns a bakery chain called Red Ribbon, Delifrance. and a breaklast cate coled JFC is looking international to increase sales and recentily acquired Yonghe King, a "contemporary Chinese tast food' restaurant chain in China. Shui Tang. the Also, in China, JFC has established its first teahouse, called Chun to serve upscae Chinese consumers. JFC operates restaurants Philippines. China, Brunei, Vietnam. Saipan, Indonesia, Dubai, and the United States. The units in the U.S. are located in areas with large populations. JFC feels that international expansion is important not only to grow the company, but because it believes that cultures widens one's spectrum of tastes, style, and ways of seeing food." JFC feels that intermational expansion provides the leveraging of this learning into new markets. JFC is always searching for new product concepts, including its Karinderia. This new restaurant concept serves very low-priced typical Filipino dishes and seeks to compete with hygienic and cost-efficient operation. in Flipino-American "Being open to different for organizational leaming, and new piot store called Tio Pepe street vendors by offering a more LOOKING AHEAD As Jolibee looks to the future it seeks geater expansion opportunities markets, including Success in its relatively The company plans on opening more stores, and in more the Indian market. Jolibee has experienced great short history, but it now faces a number of chalenges. Rising food and fuel costs are putting pressure on the company to raise prices. Consumer spending in the Philippines is starting to weaken, especialy among lower income consumers as their disposable income has declined. In addition, the flagship brand is more new stores in the Philippines. According to Tony Lopez of the Manila Times, McDonalds beats Joilbee in revenue per store, and has been gaining ground through better customer service, better kid's meals, and better and supply chain management. Undeterred by these developments. Jolibee looks ahead with the pioneering spirit that the first ice cream shop in 19 coming under attack from McDonald's as it continues to open cost enabied Tony Tan to establish Reference: http://www.jolibee.com.ph. Accessed on February 22. 2011. Commission on Higlar Edcalion Reon N-ACALABARON

Transcribed Image Text:be profitable markets? 3. What strategic direction would you suggest for Jolibee Foods Corporation? CASE SYNOPSIS The Pilipino Company. Jolibee, is imitating McDonald's in some ways but own twist on offering unique products that emphasize local spices has its and local taste preferences. This fast-growing restaurant chain has benefited from the increased demand for fast food in East Asia and has developed a unique business strategy. This case examines Jolibee's success and how the company is successfully competing with McDonald's. With its rapid growth, the company is now ready to expand to the rest of the word, INTRODUCTION Jollibee Foods Corporation, known distinctively by its red and yelow bumbie bee mascot, operates a number of concept restaurants in the Philippines and beyond. From its core business, a McDonald's-like restaurant, Jolibee has expanded into a pizza chain, fast tood Chinese restaurants. bakeries, breakfast bars, and a tea house. The company competes well with multinationals the Philippines and has begun a large expansion into the international including China and the United States. Jolibee, the original flagship brand, together with its additional product concepts, dreams of in the restaurant industry. in market, becoming a global powerhouse Reon -ACAABARON Mricipaity ofu KOLEHIYO NG 1UNGSOD NG UPA COLLEGE OF COMPUTER STUDIES THE PHILIPPINES The Republic of the Philippines is a country in Southeast Asia consisting of over 7,000 islands. The Philippines was "discovered" by Ferdinand Magellan in 1521, who claimed the islands for Spain. While Magelan met his death soon after amiving in the Philippines, the country was under Spanish control for a tew hundred years. The Philippines came under the rule of the United States in 1898 when Admiral Dewey defeated the Spanish and Spain ceded the islands under the Treaty of Paris. While Togalog, or Flipino, is the official language of the Philippines, English is widely spoken, especially among educated Filipinos. In the US government decided that the Philippines should become a selt- governing commonweath and the country gained complete independence in a number of different politica administrations, strongman Ferdinand ruled the country from 1965 to 1986. maintaining close fies with the United States. With increasing discontent among 1935 1946. After Marcos The population of the Philippines is approximately 98 milion, with on estimated population growth rate of sightly less than 2% per year. The Filipino people are a rich cultural blend with ancestral heritoge that con be traced to populations from Maloysia Indonesia, Spain, and China. The ethnic Chinese have been very influential in the Filipino economy. Fipino culture is rooted in Asian, Spanish, and American values. Total GDP for the Phippines in 2009 was $174.3 billion, with a growth rate of 0.9%, as compared with the U.S. GDP growth rate of -2.4% for the same period. Per capita GDP is $1,779. The currency of the Philippines is the peso (PHP), trading at 43.9 PHP in December 2010 and ranging between 40 and 53 per U.S. dolar over the past five years. PHP HISTORY AND MISSION OF JOLLIBEE What would eventualy become Jolibee Foods was once an ice cream parior named Magnolia, started by Tony Tan in 1975 as a family-based business in the Philippines. Over time the company began offering hot meals and sandwiches. From this humble operation the concept of a fast food hamburger business was developed, and Jolibee has expanded in terms of revenue and concentric diversification. In 1978 the company began a bakery and by 1986 it was operating its first international eatery in Taiwan. With the acquisition and development of additional restaurant concepts, Jolibee itseif into catapulted pizzerias, breakfast teahouse. Much of this years. While mostly known company has ventured into an array of food service businesses including cafes. Chinese diversification has come in fast food chains, and a recent for its Jolibee hamburger franchise, the Commiutor an 1ylar Elaton Reon -ACALARARON Muricipalitya KOLEHIYO NG IUNGSOD NG UPA COLLEGE OF COMPUTER STUDIES expanding its number of outets many odditional fast food areas, significantly and geographical coverage. The mission of Jolibee Foods is simple: To serve great tasting food. bringing the joy of eating to everyone. Jolibee has a vision statement that expresses not only its values, but aso its aspirations. VISION We are the best QSR.

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