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A Marketing Plan of Jollibee Branch

In Brgy. Poblacion, Polomolok, South Cotabato
________________________________________________________________
A Marketing Plan
Presented to:
Ms. Josamie M. Pagaran
Hotel and Restaurant Management Department
Mindanao Polytechnic College
General Santos City
________________________________________________________________
In Partial Fulfillment
Of the Requirement off the Course in
HRM 13 Sales and Marketing in Hospitality Industry
________________________________________________________________
By:
Diaz, Jerelyn L.
Gonzaga, Ilan Grace B.
Largo, Jonathan B.
Llamelo, Jellica M.
Maharan, Sarah Jane C.

October 2015
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Acknowledgement

We, the researchers would like to express our gratitude towards the
people who helped, supported and allocated time and efforts just for the
completion of this Marketing Plan. Their outstanding contributions gave a big
impact in fostering the researchers wisdom which it can be very beneficial in
their future careers.

Special Thanks should be given to the Head Manager of Jollibee
Polomolok Drive-Thru, Mr. Joseph Garces and the group who authorized the
researchers to conduct an interview in their establishment despite of their busy
schedules and daily operations.

To our HRM 13 subject teacher, Ms. Josamie M. Pagaran for the
guidance and patience to correct problems and errors for the improvement and
completion of this research work.

To the Researchers parents for providing unconditional love and
financial matters used for the completion of this research papers.

And most of all, to our Almighty God, for the blessings that we receive
everyday specially the wisdom that He bestowed upon us.

The Researchers
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Table of Contents

Title Page i
Acknowledgement ii
Table of Contents iii-v
List of Figures vi
List of Tables vii
Executive Summary viii-ix
Chapter I Introduction 1
1.1 Rationale 1-2
1.2 Objectives 2-3
1.3 Importance of Marketing Plan 3
1.3.1 Company/Enterprise 3
1.3.2 Students/Researchers 4
1.3.3 Society/ Community 4
Chapter II Company Profile 5
2.1 Name of the Company 5
2.2 Nature of the Business 6
2.3 MAN Approach 6
2.3.1 Money/ Ability to Buy 6-7
2.3.2 Authority to Enter into Sales/ Contract 7-11
2.3.3 Needs and Wants Identified 11
2.3.3.1 Needs 11-12
2.3.3.2 Wants 12
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Chapter III Company Marketing Mix 13
3.1 Product Service Strategies 13
3.1.1 Product Line 14-16
3.1.2 Product Quality 16-17
3.1.3 Branding, Labeling, Packaging 17
3.1.3.1 Branding 17
3.1.3.2 Packaging 18-19
3.1.3.3 Labeling 19
3.1.4 Positioning Strategy 19
3.1.5 Market Share 20-21
3.2 Pricing Strategies 21
3.2.1 Pricing Method 21
3.2.2 Pricing Structure 22-25
3.3 Distribution Process 25-26
3.3.1 Sales Force Size 26
3.3.2 Channel of Distribution 26-27
3.3.3 Dealer Coverage Strategies 27
3.3.4 Order Processing 27-28
3.3.5 Collection of Terms 28
3.4 Promotional Strategies 28
3.4.1 Promotional Mix 29
3.4.2 Promotional Media 29
Chapter IV Conclusion and Recommendation 30
4.1 Conclusion 30
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4.2 Recommendation 30
Bibliography 31-32
Appendices 33-
Appendix
A Letter to the Company 34
B Interview Questionnaire 35
C Branding and Packaging 36-37
D Labeling 38
E Product 39
F Annual Gross Sale 40
G BIR Permit 41
H Mayors Permit 42
I Fire Safety Inspection Cert. 43
J FILSCAP License 44
K EMB Permits and Cert. 45-46
L Certificate of Use or Occupancy 47
M Sanitary Permit 48
N Flyers 49
O Pictorials 50-51



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List of Figures

Figure Page

1 Market Share 20
2 Channel of Distribution (Direct) 27
















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List of Figures

Table Page

1 Product Line 14-16
2 Pricing Structure 22-25
















viii

Executive Summary
This part comprises of all the summary of each chapter including: Chapter
I, Chapter II, Chapter III, and Chapter IV, which clearly indicates all the
summarized information.
Chapter I. This chapter deals with the introduction of the study which allows the
readers to have knowledge about the companys profile including the rationale of
the study which encompasses the fundamental and logical basis of reasons of
the study: and the objectives which deals with on the outward things that the
company can make use in seeking and achieving their goals; this is to determine
the strategies beyond the entire business operation of Jollibee Branch Needs
and Catering Services and to determine the operation of the business that
influences the productivity of the industry as well as to determine the customer
needs and the companys competitor to come up with the appropriate marketing
strategies. It also includes the importance of the study of marketing plan that
covers the company/enterprise which is to establish the needs and satisfaction of
the customers. This chapter also states the importance of the study to the
students and to the society. Moreover, students can gain and acquire sufficient
knowledge in making marketing plan.
Chapter II. It talks about the company profile which include the nature of the
business or its history, how the owners started making and building this kind of
business. Thus, MAN ( Money, Ability, Need) approach qualification occurs in a
way that they can determine the people who patronize their products offered in
the market. The company also identifies the human needs and wants in order for
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them to meet the customers satisfaction regarding with their products especially
the price since the customers have the ability and willingness to buy. Moreover,
this chapter deals with different types of target market of the company and how
the company copes up with the trends in the market as well as on how to achieve
the needs and wants of the customer. In this chapter also, the company's legality
to enter into sales/ contract and its compliance to all requirements for such
catering business is being tackled.
Chapter III. This chapter describes the companys marketing mix strategies
containing the product line, product quality, branding, packaging, labeling, and
positioning strategies and market share. In order for the company to achieve their
goals and objectives, the products they sell must be in good quality and
appealing to the customers in terms of the branding, packaging, and labeling.
Pricing strategies includes pricing method and pricing structure, and distribution
strategies have sales force size, channel of distribution, dealer coverage
strategies and order processing and collection of terms. The promotional
strategies contain the promotional mix and the promotional media.
Chapter IV. It contains the conclusions, recommendations and the observations
of the researchers that provided them more knowledge on how a certain catering
business operates. In this chapter also, the researchers stated their
recommendations.