HOLY ANGEL UNIVERSITY

I. Business Profile

A company that values family

Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice Cream Parlor
which later grew into an emerging global brand. At the heart of its success is a family-oriented approach
to personnel management, making Jollibee one of the most admired employers in the region with an
Employer of the Year Award from the Personnel Management Association of the Philippines, Best
Employer in the Philippines Award from Hewitt Associated and a Top 20 Employer in Asia citation from
the Asian Wall Street Journal.

Aside from promoting a family oriented work environment, the brands values also reflect on their
advertising and marketing. Jollibee knows their target audience very well: the traditional family and all
communication materials focus on the importance of family values, making Jollibee the number one
family fast food chain in the Philippines and a growing international QSR player.

Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of over 750
stores. A dominant market leader in the Philippines, Jollibee enjoys the lions share of the local market
that is more than all the other multinational brands combined. The company has also embarked on an
aggressive international expansion plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and
Brunei, firmly establishing itself as a growing international QSR player.

II. Vision and Mission

Vision

Jollibee Foundation envisions that every Filipino is able to access basic community services
and live a life defined by dignity, purpose and active participation in nation-building.

We are the best tasting QSR..

The most endearing brand
that has ever been
We will lead in product taste at all times
We will provide FSC excellence in every encounter
Happiness in every moment
By year 2020, with over 4,000 stores worldwide, Jollibee is truly a GLOBAL BRAND. (and
the Filipino will be admired worldwide)

Mission

Together with our partners, we help our communities through:

Improved access to Education for the youth

Leadership development for local organizations

Livelihood programs for small farmers

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Environment-friendly initiatives

Decent housing and Disaster relief for calamity-stricken regions.

Values

Customer Focus

Excellence

Respect for the Individual

Teamwork

Spirit of Family and Fun

Humility to Listen and Learn

Honesty and Integrity

Frugality

III. ENVIRONMENTAL SCANNING

The survival of a corporation requires two elements: the strategic management of both its external and
internal environments. The absence of either environment results in limited profitability. Whether a
corporation is dealing with the growing concerns of technological changes or Internet privacy, external
and internal factors will have a significant impact on day-to-day operations.

2.1 External Assessments

Economic

As a business entity, Jollibee need to face a lot of economic variables outside its company or
its macro environment. Dealing with international sourcing for its material McDonalds should be aware
on the global supply and currencies exchange. Remember, McDonalds import most of its raw material
such as beef and potatoes due to local market cannot supply in abundant to meet the demand of its
product. Any upside of currencies especially dollar will be impacting its cost of purchase. Working on the
local country, Jollibee must face government regulations on tax of profit where it gains from the operation
and other tax such as entertainment and restaurant service tax. Each country may have different scale
or types of tax available and Jollibee should follow the regulation if it wants to continue the operation. As
a franchise, Jollibee should also pay certain percentage of the revenue to the parent company in United
States. The economic condition and growth of the country also is an important indicator to the demand of
products that Jollibee offered. As the food priced slightly above normal foods, not many people will have
the income range to consume the products. Moreover if the economy is bad and income per capita
is affected, the demand of Jollibee product will certainly going down. On the other hand the good
economy also means disposable income is more and people can spend more on more expensive food at
fast food restaurant.
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Social / Cultural

While more people are able financially to eat at more expensive outlet such as fast food
restaurant, they have higher expectation. They want to have quality in-services and more conveniences
that can differentiate one restaurant from another. Young urban consumers want technology in their life
and facilities such as credit card payment, wireless internet, cozy and relaxing ambient place, and other
attraction for their hangout and eating. All these needs should also be taken into consideration. There is
not much difference between cultural and the purchase of products in a single country but for different
countries cultural sensitivity should be upheld. For example in India people (Hindu) do not take beef,
Muslim countries do not take pork, German like beers, Finnish like fish type of food menu, Chinese like
to associate food with something good (for example prosperity), Asian like rice and Americans eat in big-
sized menu. So far McDonalds has shown good efforts in localization of its menu to suit local taste but it
should constantly survey and learn about local culture to better understand and design the best product for
them.

Legal and Political

The operations of Jollibee are affected by the government policies on the regulations of fast
food operation. Currently government are controlling the marketing of fast food restaurant because of
health concern such as cardiovascular and cholesterol issue and obesity among the young and children in
the country. Governments also control the license given for open the fast food restaurant and other
business regulation need to follow such as for a franchise business. Good relationship with government in
giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign
market. McDonalds should also protect its workers by ensuring all the hiring, compensation, training
or repatriation is according to Philippines Labor Law as stipulated.

Technological

Technology played a key role in the growth of JFC. The company embraced the importance of keeping up
with changes in business computing and technology. Technology investment is very essential to the
company because of the competition arising within the industry. The company should continue to endow
for the right technology toad for their productivity and efficiency of the day to day operations and can
help them take on more clients.

For a fast food restaurant, technology does not give a very high impact on the company and it is
not a significant macro environment variables. However Jollibee should be looking to competitors
innovation and improve itself in term of integrating technology in managing its operation. For example in
inventory system, supply chain management system to manage its supply, easy payment and ordering
systems for its customers and wireless internet technology. Implementation of technology can make the
management more effective and cost saving in the long term. This will also make customer happy if cost
savings results in price reduction or promotional campaign discount which will benefits them from time
to time.
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Environment

Competitors

The profitability of Jollibee a corporation and to become vital in strategy formulation faces competition;
however, they make it their primary responsibility to become aware of the competitive forces in their
industry, and position them to take advantage of their competitors weaknesses

COMPETITIVE PROFILE MATRIX

EFE MATRIX

Key External Factors Weight Rating Weighted Score

Opportunities

Low price menu that will attract low-income consumers 0.15 4 0.60
Demand for more healthier and creative products 0.05 3 0.15
Competitors lack Some of Jollibee Service 0.15 3 0.45
Expansion in other Countries 0.07 4 0.28
Brand Loyalty 0.05 3 0.15
Demand for more Salads in the menu 0.09 3 0.27
Threats

Having negative health issues that makes Jollibee suitable 0.06 1 0.06
High turnover rate 0.04 2 0.08
Rising cost 0.06 2 0.12
Competitors copying Jollibee service 0.09 2 0.18
Price competition from competitors which will cause to
losing customers 0.07 1 0.07

2.2 Internal Assessment

Internal Environment
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Staff- JFC recognizes their staffs and employees modern and comprehensive training programs are given
to them. Managers are regularly updated on the latest store operations systems, people-oriented
management skills, among others. Service crews are trained on various store stations and food-service
innovations. The company also offers career opportunities for qualified and exceptional crew members to
further their food-service careers as managers.

Management/Organizational Aspect

JFC focuses on 3 important aspects of management planning It is a prior step of any management
process. Planning is the most important step after deciding the business goals. Haphazard steps taken
towards the goal will only end up in the disaster. Therefore, planning is important. Speaking about the
management good management begins by analyzing the exact goals that an organization wants to achieve.
It is very essential to use the resources of the organization optimally and that can happen only with the
help of proper planning. Monitoring If goals are to be achieved close monitoring is necessary. Closely
surveying your overall company, each department, and the individuals are important to achieve the best
results. Monitoring the department involves not just monitoring the progress of the departments, but also
to praise them if their performance is good. Feedback should be provided to them periodically. Some
departments may lack in their work, proper direction should be shown to them. Rewards Every
department and the employee should be rewarded suitably for their performance. This keeps the
employees motivated and they give their best to achieve the goals of the organization. This improves the
morale and employee satisfaction.

Marketing Aspect

Marketing effectiveness has been diluted in the very competitive California environment by the need to
promote three separate brands, each representing a different ethnic food category: Filipino, Chinese, and
Japanese. Jollibee depends on high customer traffic and tight operations management. It offers great
service to the high volumes of people who patronize its outlets by functioning as a well-oiled machine
with close tabs on daily operations.

Production/Technical Aspect

JFC contracted Wiley to design a new 24,000m2commissary in Carmel ray Industrial Park, Laguna and to
manage the team of local consultants to the project.

Wiley, which was chosen for their experience in international standard food processing plants in Asia,
worked closely with the JFC engineering group on the project.

The commissary was unique in its requirement for a very flexible process to produce a wide range of
different product lines, including chicken, beef patties, pies, other meat products, sauces, dry blended
ingredients, bakery lines, and pizza crusts. Capacity for wet and dry process and chilled, frozen and dry
storage was a core element of the design brief.

Financial Aspect

Our responsibility is to express an opinion on these consolidated financial statements based on our audits.
We conducted our audits in accordance with Philippine Standards on Auditing. Those standards require
that we comply with ethical requirements and plan and perform the audit to obtain reasonable assurance
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about whether the consolidated financial statements are free from material misstatement. An audit
involves performing procedures to obtain audit evidence about the amounts and disclosures in the
consolidated financial statements. The procedures selected depend on the auditors judgment, including
the assessment of the risks of material misstatement of the consolidated financial statements, whether due
to fraud or error. In making those risk assessments, the auditor considers internal control relevant to the
entitys preparation and fair presentation of the consolidated financial statements in order to design audit
procedures that are appropriate in the circumstances, but not for the purpose of expressing an opinion on
the effectiveness of the entitys internal control.

Corporate Social Responsibility Aspect

The Companys corporate social responsibility efforts are coursed through, and spearheaded by,
the Jollibee Group Foundation, Inc. like its program. A nationwide toy and book collection drive for the
benefit of less fortunate children across the nation. The countrys biggest and longest-running toy-and-
book collection drive. Distributed over 500,000 total gifts in 2010 with Jollibee matching every donation
with its own, Jollibee toy, book or school item. Volunteer in collecting toys and books from their
classmates, friends, neighbors and families. Jollibees 30th anniversary the Jollibee Hug and Share dolls
special novelty promo was launched. Sales of the limited-edition dolls raised over P18 million pesos
which were donated to 8 charitable institutions. These institutions engaged in programs and projects that
directly benefit children.
Focus its efforts on repairing schools severely damaged by typhoons Ondoy and Pepeng. Jollibee
embarked on a Christmas Caravan as it went around distributing toys and books as well as school supplies
to some 36 schools from calamity-stricken areas. 8 of the most severely affected schools also received
additional help by getting a new classroom, desks, computers and other instructional materials.

Internal Environment

Finances
Jollibee Foods Corp. has been able to grow revenues. Most impressively, the company has been able to
reduce the percentage of sales devoted to cost of goods sold from 84.02% to 82.14%.

Facilities/Materials
To have a high quality products, JFC has their own Commissary System, ensuring the manufacture and
distribution of safe and high- quality food in the most cost-efficient manner. The company can provide
their own supplies for their entire operations having the three big commissaries in the entire Philippines.

System
JFC turned to Net Suite. Net Suite One World gives the company a fast and cost-effective way to
automate reporting, perform real-time analytics, conduct audit trail analysis, operate an international
supply chain, consolidate international financials, and enforce corporate governance standards.

Wages
Another way to recognize the staffs and employees of JDC, they provide the highest compensation and
benefits packages in the fast-food industry in the country.

Micro- Environment

Competitors
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JFC is the leading operator of quick-service restaurants in the Philippines but McDonald's is undoubtedly
the undisputed market leader in the world in terms of market share in the same industry. In the Philippine
setting though, a local food chain known as Jollibee has taken over the reign of McDonald's. The reason
is the taste of Jollibee's product lines played a pivotal role in its successful battle for market supremacy
over McDonald's which has a westernized taste. Marketing practitioners stated that Jollibee was
successful in formulating its products to suit the particular taste of the Filipino consumer.

Media
JFC has an excellent relationship with the media industry in the Philippines. Because of this the company
already ensure fair coverage in terms of any controversy arise involving their organization. Media
relations for JFC increased their credibility and allow a message to spread much faster than advertising
alone.

Distributors
With over 1,800 restaurants worldwide and almost 200 new stores opening each year, Jollibee has
enjoyed dramatic growth since its humble beginnings. Each store offers the same products and services.
Having standardized recipe and materials from their own commissaries JFC ensures high quality products
for each distributor send off to their customers.

Macro- Environment

Economic
Philippines is the 4th largest economy in South East Asia the 36th largest economy in the world by
purchasing power according to the International Monetary Fund in 2009. JFC ensures that their product
line up has an affordable pricing pattern for their market. The company should be price sensitive that they
are serving budget friendly meals to their customers. In this strategy they will capture their market not
just because of the product's distinct taste of but also by their pricing pattern.

Environmental and Legal

JFC is one of the companies in the Philippines who support the legislations of the government regarding
environmental issues. One shift done by the company was by reducing the usage of harmful materials
such as Styrofoam and plastics and started to use environment friendly materials. Such supplies are quite
expensive but the company should still cooperate to support the legislation.

Demographic
With an estimated population of 92million as of 2009, JFC engaged with the business with a market share
of 50% according to the company's website. Kids are the target market of JFC. Statements stated that if
you will have 1 kid as a target market expect to have 1-3 adult accompanying the child. In this matter
there will be a domino effect regarding the turnover of the customers. Filipinos are happy people. They
love to dine-in with their favorite restaurants with or without occasions. This factor should be considered
as advantage for JFC.

Cultural
Every country has its own food preferences; JFC may not meet the taste of each country's local but as a
Filipino owned company, it captures the taste of the locals and even the other nationalities that is there no
doubt that Jollibee is a part of Filipino cultural pride. To avoid culture and religion conflict, one of the
strategies made by JFC is through its ingredients for its enormous recipe line up. The company should
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avoid having conflict with Islam religion because the big percentage of Philippine population embraced
such religion that's why they should use Halal approved ingredients and materials

FINANCIAL RATIO

Valuation Ratios
P/E Ratio TTM 41.03 47.66
Price to Sales TTM 2 2.43
Price to Cash Flow MRQ 31.99 35.79
Price to Free Cash Flow TTM 43.82 26.89
Price to Book MRQ 6.64 7.61
Price to Tangible Book MRQ 9.26 10.92
Profitability
Profitability: TTM vs. 5 Year Average Margins
TTM (%)

5 Year Avg. (%)

Gross margin Operating margin Pretax margin Net Profit
margin0%5%10%15%20%
Pretax margin
TTM (%)6.14%
5 Year Avg. (%)7.07%

Gross margin TTM 18.31% 18.86%

Gross Margin 5YA 18.16% 18.6%
Operating margin TTM 5.32% 5.69%
Operating margin 5YA 6.47% 6.32%
Pretax margin TTM 6.14% 6.54%
Pretax margin 5YA 7.07% 6.82%
Net Profit margin TTM 4.95% 5.03%
Net Profit margin 5YA 5.48% 5.22%
Per Share Data
Revenue/Share TTM 100.79 86.29
Basic EPS 4.62 4.18
Diluted EPS 4.53 4.1
Book Value/Share MRQ 30.86 26.99
Tangible Book Value/Share MRQ 22.14 18.68
Cash/Share MRQ 13.5 11.19
Cash Flow/Share TTM 8.48 7.29
Management Effectiveness
Management Effectiveness: TTM vs 5 Year Average Margins
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TTM (%)

5 Year Avg. (%)

Return on Equity Return on Assets Return on
Investment0%5%10%15%20%25%
Return on Equity
TTM (%)17.03%
5 Year Avg. (%)19.21%

Return on Equity TTM 17.03% 16.48%

Return on Equity 5YA 19.21% 18.07%
Return on Assets TTM 8.74% 8.2%
Return on Assets 5YA 9.66% 8.93%
Return on Investment TTM 13.14% 12.7%
Return on Investment 5YA 15.3% 14.22%

COMPANY WORTH ANALYSIS

Financial

Since its inception as a corporation in the late 70s, Jollibee has seen strong financial growth. As seen in
the financial data provided, Jollibees sales and revenue has been on the rise in the recent years. As shown
in their revenues, an amount of $12.9 billion pesos in 1998 was gradually increased to $26.2 billion pesos
in 2004, and indicating strong growth and ability to compete in the already dense fast food market locally
and internationally. The organization going public on the Philippine Stock Exchange in 1993 acts as a
foundation for the rapid expansion of its stores locally and internationally

Organizational Design

The decentralization of its operations in 2000 enables the organization to manage their business on a
manageable scale. Four autonomous regional business units dealing with human resources,
administration, finance and network development enabled the company to focus their operations on a
corporate level and allowing the RBUs to achieve greater efficiency.

Physical

As of June 2005, Jollibee has a total of 1200 stores locally and internationally. A diversification of food
products enabled the organization to reach out to a variety of customers and making them as a market
leader in the Philippines. Due to the geographical structure of the country, they are the only fast food
chain that operated nationwide, and in some locations face no other competitions.

Risk Management
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The acquisition of several new brands such as Greenwich, Chowking and Deliverance allow the
diversification of its products into different market niches. It proved to be a hedge against downturns and
competition and as seen in the case study, most of the acquisitions are the leader in their respective market
segment.

Product Development

The main draw for customers into Jollibees restaurants is the appeal for local styled food catered to
Filipinos preferences. This is evident as they are constantly adding its product range on top of their
already popular favorites menu, in order to allow its local customers to experience the traditional Filipino
way of having local flavored taste in a comfortable setting.

Marketing

Jollibee projects itself as being closer to Filipino families as compared to its competitors. There isalready
widespread awareness locally that Jollibee is a local Filipino establishment, which in turnappealed to the
mass population whom felt more comfortable in a familiar setting. Tailoring itsmenu towards the Filipino
taste, it positioned itself as the favorite destination for family outings as compared to its similar
competitors.

Value Chain Analysis

Primary Activities

Outbound Logistics

Individual RBUs are able to achieve greater efficiency in the delivery of products and services,quicker
coordination, and more timely decision making due to this decentralizing.

Marketing and Sales

Portraying itself as a fast-food outlet of high-quality at an affordable price specifically tailored for the
Filipinos, the chain has appealed to patriotic locals. With its introduction of in-store playactivities for
children and a cast of brand mascots, it reaches and appeals to the children and isevidently more popular
than its nearest competitors. Recognizing that a normal Filipino familys weekends are normally reserved
for children, the previously mentioned activities add value to Jollibee's position as the prime destinations
for family outings.

Service
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The Filipino speaking crew appeals to the locals more than its competitors where their crew spokein
English. It is also in Jollibees commitment that this service component of their business to their
customers must be fast and at the same time being courteous.

Support Activities

Procurement

Being a major player in the Fast-food industry in Philippines, they constantly enjoyed economiesof scale
in terms of retail site selection, procurement, manufacturing, distribution, and marketinglevels unavailable
to most industry players.

Human Resource Management

To attract the right talent and retaining of valuable staffs, the compensation and benefits packageat
Jollibee is the highest in the Philippine fast-food industry. Employees are to undergocomprehensive
training programs based on underlying standards. Managers also received ongoingtraining in the latest
operations systems and people-management skills. Opportunities areavailable for crew members to
advance into a management role in the organization.

Firm Infrastructure

Decentralizing its organization into 4 autonomous business units, that corresponded to thecountrys major
geographical markets. This enables the Head Office to focus its operations on thekey marketing, finance,
restaurant systems and engineering functions and act as a support andadvice to the RBUs.

Business Fundamentals Analysis

Economics

The uncertainties of competition from foreign players as well as downturns in specific marketniches are
omnipresent in our current economic nature. Other uncertainties also come in the formof financial crisis
in the region as well as in the country it is operating in.

Stakeholders

Three groups of stakeholders of Jollibee are identified whom are affected by the strategicoutcomes and
discussed below

Capital Market Stakeholders

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Jollibees capital market stakeholders include its shareholders whom have a direct interest in thecompany.
Since going public on the Philippine Stock Exchange, Jollibee had been able to tap onthis key resource to
expand its horizon within and beyond the local Philippines market. The importance of the capital market
stakeholders is also evident in the growing operations of Jollibeeover the years.

Product Market Stakeholders

Jollibees product market stakeholders include its customers locally and globally, as well assuppliers of its
food sources.Jollibee has been able to capture the market share of the fast food going customers due to
itsunderstanding of locals preferences and it quality and competitive pricing of its food. Anapproximate 1
million customers ate at Jollibees stores daily, making them an importantstakeholder in this category.
The large daily requirement of food resources had enabled Jollibee to enjoy better prices through
economies of scale from its suppliers.

Organizational Stakeholders

Jollibees organizational stakeholders include its large number of employees under its corporation(26,500
employees as of 2004), its managers and its franchisees.In maintaining its high standards, Jollibees
compensation, benefits and comprehensive training programs ensure they have the best employees that
are available.

IFE MATRIX
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Key Internal Factors Weight Rating Weighted Score
Strengths
Strong brand name, image and reputation 0.12 4 0.48
Strong national presence 0.10 3 0.3
Specialized training for employee's 0.12 4 0.48
Jollibee focuses on products, people, place, price &
promotion 0.12 4 0.48
Introduction of New Products 0.06 4 0.24
Customer Focus 0.06 4 0.24
Strong performance in national marketplace 0.12 4 0.48
Weakness
Unhealthy food image 0.08 1 0.08
High turnover rate 0.04 2 0.08
Lacking leadership of managers 0.04 1 0.04
Serving unhealthy food 0.06 1 0.06
Weak in analyzing the customer needs 0.04 1 0.04

IV. SWOT Analysis

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.

Strengths: Weakness: Opportuniti Threats:

es:
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Jollibee has grown The first name that Became the first The rivalry
exponentially on all comes to the mind food service between Jollibee
aspects on of the people when company to be and McDonald
operation. someone asks listed in the
about fast-food Philippine Stock
restaurant. Exchange.

Superior menu The existence of Acquired Jollibee Foods

line-up. other competitors Greenwich Pizza in Corporation is a
1994. 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).

Creative marketing Employees Jollibee was

programs received extensive reported to have
training so that been using
they could learn earthworms in its
the corporate beef patties for
values of integrity many years to get
and humility. customers
addicted to
certain so-called
chemical elements
in earthworms.

Efficient
manufacturing and
logistics facilities.

It is a stronghold of
heritage and
monument of
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Filipino victory

SPACE MATRIX LIITAN

GRAND STRATEGY MATRIX

THE INTERNAL-EXTERNAL MATRRIX

BCG MATRIX

20%

18%

16%

Peach 14%
mango pie
12
%

Palabok/
Burger
2.5 2.0 1.5 0.0
8%
0 0 0 0

6%
Shangahai jolly
Chicken joy spaghetti garlic
burger Steak
pepper beef
4%

2%

0%

Market Growth

RECOMMENDATIONS
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EPS/EBIT ANALYSIS

EPILOGUE
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SPACE MATRIX

QSMP

Michael Porters 5 Forces,

TOWS

Financial Ratio

V. SPATRES (Strategies, Plan of Actions, Tasks, and Resources

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References

THE WALL STREET JOURNAL . (2017). Retrieved from Error! Hyperlink reference not valid.

Hoovers. (2017). Retrieved from http://www.hoovers.com/company-information/cs/ company-

profile.jollibeefoods_corporation.d583190c15142620.html

Jollibee Foods Corporation. (2017). Retrieved from http://www.jollibee.com.ph/ investors/jollibee-foods-

corporation/

Urban, Q. (2016). Jollibee Short History, SWOT and PEST. Retrieved from
https://www.academia.edu/10067092/Jollibee_Short_History_SWOT_and_PEST

VI. Appendices