Answered: 1. How does helping the farmers benefit…

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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Read the given case study and answer the guide questions: Jollibee through the Jollibee Group Foundation, Inc. has launched a Farmer Entrepreneurship Program (FEP). In this program, small farmers are given a chance to directly supply their produce to big fast-food restaurants, supermarkets, and food processors. Farmers are given training they need in order to increase the productivity, as well as gain skills in managing an agri-business. They are taught the value of meeting deadlines and maintaining the good quality of their products. They are also linked to partner financial institutions in order to help farmers get access to credit. This set-up in turns helps Jollibee cut the distributor and have better access and control of its needed suppliers. To date, over 1,000 farmers have been helped by the FEP by linking their crops directly to institutional markets. GUIDE QUESTIONS: 1. How does helping the farmers benefit Jollibee? 2. After reading the articles written about the Jollibee foundation, what is your perception of Jollibee now? Has it made it more likely for you to be a Jollibee client?

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