Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Fatima
Castro, John Carlo
David, Crysler Aeron
Siron, Francesca Jaene
Ramirez, Liza Marie
JOLLIBEE FOOD
CORPORATION
STRATEGIC MANAGEMENT
I. COMPANY PROFILE
• The Jollibee Foods Corporation (JFC) is a Philippine based
company engaged in the development of operation and
franchising of QSR (Quick Service Restaurant) under the
brand name Jollibee. JFC was incorporated on January 28,
1978. JFC has expand its network through its subsidiaries –
Fresh N’ Famous Inc., which operates and franchises quick
service restaurants under the trade names – Chowking,
Greenwich, Red Ribbon Bakeshop, Inc.( through RRB
Holdings ,Inc), which operates and franchises restaurants
under the trade name-
• Red Ribbon, Mang Inasal Philippines,Inc. (of which Jollibee
Foods Corporation owns 70%) and PERF Restaurant Inc.,
(where FC owns 54%) which franchises restaurant under the
trademark “Burger King” in the Philippines.
MILESTONES / HISTORY
• 1975
Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This
will later become the 1st Jollibee Outlet.
• 1978
Jollibee posts 1st year sales of P2 million
Jollibee is incorporated as a 100% Filipino-owned company, with seven Jollibee
fast food restaurants within Metro Manila as its initial network.
The Yumburger becomes its first flagship product.
• 1979
Spaghetti Special is introduced.
Jollibee’s first franchised-store opens at Ronquillo, Sta. Cruz, Manila.
• 1980
Jollibee launches its 1st TV commercial.
Jollibee’s Chickenjoy and French Fries are launched.
The well-loved Jollibee mascot is conceived to support brand awareness and
identity efforts. Other mascots are later introduced.
Jollibee’s Chickenjoy becomes one of its best-selling menu items.
MILESTONES / HISTORY
1981
• Jollibee Foods Corporation enters the list of Top 1000
Corporations in the Philippines.
• Jollibee ended the year with 10 stores
1982
• Jollibee pioneers the use of in-store promotions, novelty
premium items and Kiddie Birthday packages for kids.
• Palabok Fiesta is introduced.
1983
• The Langhap-Sarap TV ad Campaign is launched.
• Chickee and Lady Moo join the Jollibee mascots.
MILESTONES / HISTORY
1984
• Champ hamburger is launched.
• Jollibee enters list of Top 500 Corporations and assumes market leadership in local
fast food industry.
• Mascots Champ and Hetty join the Jollibee family.
• WEA gives Jollibee the Gold Record Award for outstanding sales of Jollibee songs.
1985
• Jollibee becomes the market leader in the fast food industry.
• Breakfast Joys are introduced.
• The “Langhap-Sarap” campaign is awarded as the most effective ad campaign in the
food category during the 9th Philippine Advertising Congress.
1986
• Jollibee wins the 9th International Foods Award from El Comestible in Barcelona,
Spain.
• Tony Tan wins the Agora Award for entrepreneurship given by the Philippine
Marketing Association.
MILESTONES / HISTORY
1989
• 2nd Brunei store opens.
• Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Leisure
Products category during the 11th Philippine Ad Congress.
• Jollibee sales hit the P1.3 billion mark, giving the brand the distinction as the first fast food
chain to surpass the billion-peso sales mark.
1990
• Jollibee adds Jolly Hotdog, Chickenjoy Take-Me-Out, Coleslaw, and Peach Mango Pie to its
ever-growing menu.
• Jollibee post sales of P1.8 billion.
• Tony Tan is awarded the Triple Award by AIM as Outstanding AIM Alumnus.
• Jollibee receives the Excellence in Marketing Management Award from the Asian Institute
of Management.
1991
• Jollibee opens its 1st store outside Luzon in Cagayan de Oro City.
• Jollibee’s 100th store opens in Davao City.
• Jollibee opens a record high of 35 new stores.
• Jollibee launches its Pancakes and Jolly Meals.
MILESTONES / HISTORY
• JFC moves to Jollibee Centre Building in Ortigas Center, Pasig, for its new Main Office site.
1994
• 148 Jollibee stores nationwide by year-end.
• JFC expands into the pizza-pasta segment with the acquisition of Greenwich Pizza
Corporation.
• Jollibee is cited as one of the leading companies in Asia by the Far Eastern Economic
Review.
1995
• Jollibee opens an additional 20 stores in the Philippines,bringing its total store network to
168.
• Jollibee successfully opens stores abroad: Guam, Dubai, United Arab Emirates, Kuwait,
and Jeddah, and Kingdom of Saudi Arabia.
1996
• Jollibee opens its 200th store in Malolos Bulacan.
• Jollibee is cited again as one of the leading companies in Asia by the Far Eastern Economic
Review.
• Jollibee’s system-wide sales increase to P8.29 billion which translates to a market share of
more than 50% among all hamburger fast food chains.
MILESTONES / HISTORY
2001
• Jollibee opens its 400th store in Intramuros.
• System-wide sales rose to 18.8% to P24.11 billion. Income reaches P959
million.
• JFC store network expands to 800 restaurants, which includes Greenwich
and Chowking stores.
2002
• Revenues almost reach the P27-billion mark. JFC number of stores exceeded
900.
• Tony Tan is named MAP “Management Man of the Year”.
2003
• JFC store count reaches 988 nationwide.
• For the sixth straight year, the Far Eastern Economic Review ranked JFC as
the Philippines’ Leading Company.
• Jollibee celebrates its 25th year.
MILESTONES / HISTORY
2004
• Chairman and Chief Executive Officer Tony Tan Caktiong is named Ernest and
Young’s 2004 World Entrepreneur of the Year.
• Jollibee opens its 500th store in Basilan.
• Jollibee inaugurates its biggest and most modern commissary in Camelray Industrial
Park in Canlubang, Laguna with President Gloria Macapagal Arroyo as guest of
honor.
• JFC acquires its 1st foreign brand – Yonghe King, a fast food chain in China.
• The Jollibee Group Foundation is established.
2005
• JFC acquires Red Ribbon Bakeshop.
2006
• Ernesto Tan Mantiong receives Corporate Citizen Award of the year from CNBC
Asian Business Leaders Awards.
2007
• Jollibee opens 600th store in Aparri, Cagayan.
• Jollibee opens Las Vegas outlet.
MILESTONES / HISTORY
2008
• Jollibee launches Jollitown, the first children’s TV show in the country to be produced by a
fast food chain.
• Tont Tan Caktiong and Ernesto Tan Mantiong are featured by BBC and CNBC Managing
Asia, respectively.
• Jollibee marks its 30th anniversary.
• Jollibee bested some of Asia Pacific’s biggest multinationals as it bagged the FMCG and F
& B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Award
held in Singapore.
• Zenith Foods Corporation, the commissary plant of JFC, adjudged the national winner of
Meat Processing Plant AAA category in the search for Best Meat Establishment of the
National Meat Inspection Service.
• Jollibee strengthens US network with the opening of three new stores.
• Jollibee wins the Award of Excellence in the Philippine Quill Awards for Media Relations
Program(30th anniversary campaign).
• Jollibee bags CMMA and three Araw Values Award.
• Jollibee stages first ever holiday musical special for children dubbed “A Magical Christmas
at Jollitown”.
MILESTONES / HISTORY
• Jollibee and the Jollibee Franchisees Association launched the 30th anniversary special novelty
offering – Hug and Share Doll. Proceeds of the sales will all be donated to charity.
• Biggest and grandest Maaga ang Pasko caps off Jollibee’s 30th anniversary. Total of more than
117,000 toys and books collected were the highest ever in the campaign’s 14-year history.
2010
• Jollibee opens its 700th store in Baguio City.
• Jollibee opens its first store in Qatar.
2011
• Jollibee opens its first store in Hawaii, USA.
• Jollibee launches its first Family Values Award.
2012
• Jollibee opens its first store in Kuwait.
• Jollibee is named by New York-based magazine Travel + Leisure as one of the best fast food
chains in the world.
2013
• Jollibee celebrates its 35th anniversary.
• Jollibee opens in Singapore, which has a record first-day sales.
• Jollibee opens its 800th store in Malaybalay, Bukidnon.
• Jollibee opens its 100th international store in Jubail, Saudi Arabia.
MILESTONES / HISTORY
• USA’s Restaurant Business Magazine includes Jollibee as among the 50 fastest growing
chains in the United States.
• Tony Tan Caktiong, JFC’s Chairman & CEO, is named Global Filipino Executive of the
Year at the Asia CEO Awards.
• JFC’s systemwide sales breaks the P100-billion sales mark.
2014
• Jollibee is named Outstanding Food Retailer-Large Category at the Philippine Retailers’
Association Awards.
• Jollibee opens its 100th store in Mindanao.
• Jollibee is included among the top 10 international fast food restaurants in the United
States by The Daily Meal.
• Jollibee is hailed as “best international restaurant chain” by US-based food and lifestyle
website, Thrillist.
• JFC’s stock price reaches the P200-level.
• Jollibee’s official Facebook account breaches 1 million likes from Facebook users.
2015
• Jollibee opens its 900th Philippine store in Palo, Leyte.
• Jollibee reaches its 1000th store as it opens its first store in Dubai, UAE.
• Jollibee opens its first store in Bahrain.
BOARD OF DIRECTORS, MANAGEMENT
TEAM, AND EXECUTIVE OFFICER
JOLLIBEE PRODUCT MENUS
• Beverages and Desserts
• Breakfast
• Chicken
• Noodles
Kids Meal
II. VMG ANALYSIS
• Vision
We excel in providing great tasting food that meets
local preferences better than anyone. We provide superior
dining experience, through FSC (Food, Service, and
Cleanliness) excellence in every encounter. We are the most
cost efficient restaurant company in our business segments,
allowing us to price at the most popular levels. Our people
are passionate about their work and thrive in a high
performance culture. We strive to become a model corporate
citizen by being relevant to the communities we serve. Our
brands are either #1 or #2 in each of our market segments. It
is the vision of JFC to become one of the three largest and
most profitable restaurant companies in the world by 2020.
VISION ANALYSIS
Technology No
Self-Concept Yes “serve great tasting food, bringing the joy of eating to
everyone”
Concern for public Yes “we help our communities through: Improved access to
image Education for the youth, Leadership development for local
organizations, Livelihood programs for small farmers.
Environment-friendly initiatives, Decent Housing and
Disaster Relief for calamity-stricken regions.”
Concern for No
employees
REVISED MISSION STATEMENT
• plans to build up its network to 8,000 stores over the next five
years mostly through organic growth and acquisitions
• will continue to be open to acquisitions mainly in the three pillars
identified, namely Philippines, China and the United States
• Most of the store openings over the next five years will also be
geared overseas as the fastfood giant aims to divide equally the
revenue contribution of overseas and domestic outlets. They
hope to hit 50% foreign sales over the next five years
• Superfoods Group under Jollibee’s operations starting in May is
expected to help the company achieve the 4,000 store network
target this year. Superfoods Group currently operates the brands
Highlands Coffee and Pho 24, and is a franchisee of Hard Rock
Café.
• Superfoods over the next three years plans to open 485 stores by
expanding its presence in Indonesia, Cambodia, Korea and
Australia.
C. GOALS/ OBJECTIVES
STEEP ANALYSIS
Socio-cultural
• affect the areas that involve the shared belief and
attitudes of the population
• Social trends
• Halaal products in countries like KSA
• Jollibee is also providing financial assistance to various
welfare organizations helping the needy children of the
Philippines.
STEEP ANALYSIS
Technological
• Technological factors can affect how an organization
does business.
• Any new type of technology or product can help a
company stay modernized and on top of the market.
• Jollibee has recently centralized its express delivery
service through the Globe Telecom
• Hashtag project
• Signing the credit bills through the touch screen
STEEP ANALYSIS
Economic
• Economic factors have major impact on how an
organization does business and also how profitable they
are.
• The higher inflation rate in the country disabled many
families to afford the Jollibee products and they prefer to
eat at home
• The cost of business production also increased
compelling the company to raise its prices.
• The change in exchange rates and currency fluctuations
STEEP ANALYSIS
Environmental
• Environment factors is important due to the increasing
scarcity of raw materials, pollution targets, doing
business as an ethical and sustainable company, carbon
footprint targets set by governments.
• Huge carbon emissions are involved in the entire
process of fast food manufacturing.
• Jollibee has banned the use of Styrofoam and plastic
when it comes to take-outs.
STEEP ANALYSIS
Political-legal
• concerns health and safety, equal opportunities,
advertising standards, consumer rights and law, product
labeling and product safety.
• The legal regulations regarding the franchising and
copyrights
• restaurants as Jollibee are required to indicate the
nutritional factors for each meal they offer.
• control the license given for open the fast food restaurant
and other business regulation need to follow such as for
a franchise business.
PORTER’S FIVE FORCES ANALYSIS
Supplier Power
• Jollibee has a low supplier power; items are readily
available from numerous suppliers. The switching cost is
low and there is a flow in the availability of supplies.
Buyer Power
• Jollibee has a medium bargaining power of buyers.
Buyers purchase the items in small quantities. Quantity
and quality of information are available to buyer
improves. And buyers have the ability to postpone
purchase until later.
PORTER’S FIVE FORCES ANALYSIS
Competitive Rivalry
• Jollibee is high when it comes to rivalry among competing
sellers. Jollibee has numerous competitors, like KFC and
McDonalds
Threat of Substitution
• With so many firms in quick service, burger industry, similar
products, switching costs, and even healthier options, the
threat of substitutes is very high.
Threat of New Entry
• Jollibee is medium in threat of new entrant. A lot of Jollibee’s
new competitors are coming into the market, although,
Jollibee has a lot of fast food restaurants, like Greenwich, Red
Ribbon, Delefrance, etc. so that gives them a bit of an
advantage since they have a lot of investments.
EXTERNAL FACTOR EVALUATION
(EFE) MATRIX
OPPORTUNITIES Weight Rating Weighted
Score
1.) Net National Disposable Income amounted to Php .10 3 .30
16.2 Trillion in 2016, an increase of 8.4% from 2015.
3.) Global social media use has increased by 21%, .07 3 .21
reaching 2.8 billion users globally.
4.) Chicken was considered as one of the major meat .06 4 .24
product with about 62% to 63% of households
reporting its consumption.
EXTERNAL FACTOR EVALUATION
(EFE) MATRIX
OPPORTUNITIES Weight Rating Weighted
Score
5.)Low prices on meats, vegetables and .05 3 .15
other commodities.
8.) Media for having reports that Jollibee is using .03 2 .06
earthworms in its beef patties to get customers
'addicted'
EXTERNAL FACTOR EVALUATION
(EFE) MATRIX
Product
• The new product earns popularity and acceptance since
its first launch as increasing amount of early adopters
utilize the product, during its growth stage, innovations
on products, like various differences and qualities are
established as Jollibee tries to draw more customers.
• Production for unsuccessful Jollibee products ceases as
new products are manufactured and established as a
replacement for the previous product.
• Jollibee's core product is its fried chicken
CORPORATE RESOURCES (4P’S)
Place
• Initially, the company focused on reaching communities
with a large Filipino population to capitalize on its brand
awareness, targeting markets where there were
substantial numbers of overseas Filipino workers.
• The company’s international expansion strategies
focused on markets where management believed it’
could successfully develop the Jollibee brand and put up
the supply chain to support the critical mass of stores in
the selected markets.
CORPORATE RESOURCES (4P’S)
Promotion
• Brand Name, Logo and Mascot
• TV Commercials
• Print Ads
• TV Show
• Celebrity Endorsers
• Events
• Website
• Social Media
• Competitions
CORPORATE RESOURCES (4P’S)
Price
• Product Bundle Pricing
• Competition Based Pricing
• Price Adjustment
• Discount based on time of purchase
• Discriminatory pricing
CORPORATE RESOURCES (4P’S)
Target Market
• Jollibee was conceived as a fast-food products outlet of high quality
but reasonable priced food products tailored especially for Filipino.
• This first mover advantage gave edge to Jollibee which eventually
leaded them to get the market leader position in Philippine.
• JFC’s marketing philosophy was based on being closer to Filipino
families than its competitors.
• The Jollibee chain had tailored its marketing strategies to suit the
Filipino culture and lifestyle.
• Building on its success in the Philippines, Jollibee turned its sights
overseas. Initially, the company focused on reaching communities
with large Filipino population to capitalize on its brand awareness,
targeting markets where there were substantial numbers of “OFWs”
HUMAN RESOURCE
Growth ratios
• Worldwide system wide sales grew by 14.1%, JFC’s
highest organic growth in at least a decade driven by
an 8% growth in same store sales and the highest store
network expansion
• Net income attributable to equity holders of the Parent
Company for the full year of 2016 amounted to Php6.2
billion, 25.1% higher compared to 2015.
• Profit margin increased from 4.9% in 2015 to 5.4% in 2016
• net income translated to earnings per common share of
Php5.747 in the entire year, an increase of 24.4%
compared to 2015.
• Dividend per share
2014 -51.19% 2015 7.93% 2016 5.08%
INTERNAL FACTOR EVALUATION (IFE)
MATRIX
STRENGTHS Weight Rating Weighted
Score
1. Strong brand name, image, reputation 0.12 4 0.48
Total 1 3.01
SWOT-TOWS MATRICES
STRENGTH-OPPORTUNITIES STRATEGIES
• Extend delivery services on market
segments/areas not yet covered. (S3, O2)
• Allow the company to cater the Filipino taste to
an unfamiliar market
(S2, O6)
• Develop the skills and competencies of Filipino
youth to enhance their employability (S8, O7)
SWOT-TOWS MATRICES
WEAKNESS-OPPORTUNITY
STRATEGIES
• Emphasize on the halal way of earning on
news and advertisements. (W2, O3)
• Create stores that follow the trend of
urban lifestyle. (W2, O6)
• Increase network expansion (W2, O9)
SWOT-TOWS MATRICES
STRENGTH-THREAT STRATEGIES
• Offer products that best suits the Filipino
taste. (S2, T1)
• Should produce a product that is viable to
other countries.
(S2, T4)
SWOT-TOWS MATRICES
WEAKNESS-THREAT STRATEGIES
• Letting the foreigners experience “Filipino
Hospitality” (W2, T1)
• Coming up with a healthier menu that contains
lesser trans fat.
(W1, T5)
• Open stores on countries that has low cost
investments.(W2, T6)
STRATEGIC POSITION AND ACTION
EVALUATION (SPACE) MATRIX
INTERNAL STRATEGIC Rating EXTERNAL STRATEGIC Rating
POSITION POSITION
Financial Position (FP) Stability Position (SP)
Cash Flow 5 Rate of Inflation -2
Working Capital 4 Demand Variability -1
Earnings per share 3 Barriers to entry into market -2
Return on Investment 5 Competitive pressure -1
Inventory Turnover 4 Risk involved in business -5
Price range of competing -2
products
FP Average 4.2 SP Average -2.17
STRATEGIC POSITION AND ACTION
EVALUATION (SPACE) MATRIX
FP + SP 2.03 CP + IP 3.5
STRATEGIC POSITION AND ACTION
EVALUATION (SPACE) MATRIX
INTERNAL-EXTERNAL (IE) MATRIX
GRAND STRATEGY MATRIX
QUANTITATIVE STRATEGIC
PLANNING (QSPM)
Open Jollibee Expand distribution Acquire a start-up
branches overseas channels on rural foreign brand that
areas near NCR has great market
potential
WEIGHT AS TAS AS TAS AS TAS
OPPORTUNITIES
1. Net National Disposable Income amounted to .10 2 .20 3 .30 2 .20
Php 16.2 Trillion in 2016, an increase of 8.4%
from 2015.
3. High Number of Foreign Companies Entering the .07 4 .28 4 .28 3 .21
Fast Food Market vs. Local Brands
1. Unhealthy food image; the food is abundant in .12 4 .48 4 .48 4 .48
trans-fat.