THE STO.

NIÑO FORMATION AND SCIENCE SCHOOL

Marking
Plan

Angela L.Magtibay
ABM 11-1
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II. Study Background

A. Brief History of the Company

In 1975, Tony Tan Caktiong and his family opened a Magnolia ice cream parlor

in Cubao, Quezon City. The outlet later began offering hot meals and sandwiches

upon request from customers. When the food items became more popular than ice

cream, the family decided to convert the ice cream parlor into a fast food

restaurant which became the first Jollibee outlet in 1978. Management consultant

Manuel C. Lumba advised the family on the change in strategy.

The company that would be managing the chain of fast food, Jollibee Foods

Corporation was incorporated in January 1978. By the end of that year, there were

seven branches in Metro Manila. The first franchised outlet of Jollibee opened in

Santa Cruz, Manila in 1979.

Jollibee experienced rapid growth. It was able to withstand the entry of

McDonald's in the Philippines in 1981 by focusing on the specific tastes of the

Filipino market, which differed from the American fast food company. The first

Jollibee store overseas opened in Taiwan in 1986 which is now closed. Jollibee

continued to expand and set up outlets both within the country and abroad.

B. Mission and Vision

Mission
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To serve great tasting food, bringing the joy of eating to everyone. To improved

access to Education for the youth, leadership development for local organizations,

livelihood programs for small farmers, environment-friendly initiative, decent

Housing and Disaster Relief for calamity-stricken regions.

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).

C. Products/ Service Offerings

Jollibee is a fast food restaurant with American-influenced items, as well as

casual Filipino fare. Among the establishment's best sellers are its Yum burger, the

house hamburger first introduced during their early days of operation; Chicken Joy,

a fried chicken meal introduced in the 1980s; and Jolly Spaghetti, their sweet-style

interpretation of spaghetti, which is being advertised as "the meatiest, cheesiest

spaghetti". In the Philippines, Jollibee serves Coca-Cola products for its

beverages; in overseas markets, the chain serves Pepsi products.

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Among other popular products are Jolly Hotdog, Amazing Aloha Yum burger,

Burger Steak, Palabok and Chocolate Sundae. Jollibee also offers a wide range of

breakfast products.

III. Macroenvironmental Analysis

A. Economic

The economic report of 2018 has been already released and maintaining a

report of calendar is crucial. If there is delay on the report the budget for this year

won’t be released and this market is a paced selling and buying. The GDP is the

indicator of the trends and events already happen.

The inflation is the signal that the price is drop significantly of purchasing

power. It is a double edge sword for others puts them under pressure which led to

panic and lost control. And it can led to currency to be to be down in rate or it can

force banks to increase their time deposited rates The employment rate will be low

if we have inflation companies will try to maintain profits. Capacity and utilization of

remaining assets is the best way to deal inflation

B. Socio-cultural

Jollibee Food Corporation has the contract of 224.9 million pesos for 45 million

chickens a year. This new contract gives 70% investment to the supplier which

helps the Jollibee to increase income. According to the United Broilers Raisers
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Association, the poultry is a positive processing plant industry because this

promotes competition among big market. It really helps the bottom line of doing

this investment for future requirement and steady supplies for the business

management and for its future.

C. Demographic

Jollibee has been a family fast-food for a very long time since its demographic

target are all ages it means that they serve the joy to everyone as long as the

consumers are satisfied with the food and services. In year 2016 30% of these

sales are senior citizen which means the sales has became higher due to high

discounts which is a good thing for Jollibee. The mascot of Jollibee which they use

to attract children to enjoy the birthday celebration. even though it is expensive.

Teen agers which is common now a days to go on dates and low cost of foods the

Jollibee is offering and by comparing it to expensive restaurants that can give you

bankruptcy in your wallet. This means we are the greatest factors that Jollibee

succeeded throughout the years without us consumers they won’t make it this far.

D. Technological

Machinery an evolution of the fast foods around the world since Jollibee is

world phenomenon adapting to new technologies is essential for them. In Sto.

Rosario Batangas, Jollibee also adopted the new technology like the machinery

that measures temperature time of employees when they are on duty, The ice
 THE STO. NIÑO FORMATION AND SCIENCE SCHOOL
cream machine and the slurped machine which this products help the Jollibee to

be efficient and control the quality and quantity of the products. Now a day’s

technology controls the company whether it will increase or decrease the perfect

way for the company to be successful to adapt the technological way.

E. Natural

Natural forces in the macroenvironment is important since the business is all

about natural resources which is needed as inputs by marketers or which are

affected by their marketing services.Which means that the Jollibee the natural

outcome of the stockmarket and the currency rate which has a high effect on gross

sales and profits.The higher the peso is the more least coast of supplies needed.

These factors are more on economics the growth the more sucessful they become.

IV. Opportunities and Threat

Opportunities

The Opportunities of the Jollibee are being an agricultural country, full integration in

sourcing raw materials could be done. Jollibee would like to become the first food service

company to be listed in the Philippine Stock Exchange and to be acquired Greenwich

Pizza. Employees received extensive training so that they could learn the corporate values

of integrity and humility.

Threats

The rivalry between Jollibee and McDonald is a competition from both

international companies and other local eateries. Political instability in the country
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threatened JEFF as it could hamper the opportunities to convince international investors

and country leaders to allow a JEFF entry in their entry. Jollibee Foods Corporation is a

family-owned chain with about up to 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.

V. Microenvironmental Analysis

A. The Company

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 brand’s 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.

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B. Supplier

Cargill Philippines Inc. is the company responsible for their flagship chicken

joy. As for fries and dairy products Jollibee encourages the farmers to become the

new suppliers of the french fries we all love. Daries from cows for our Sundays.

C. Marketing Intermediaries

Every mall in the Philippines Jollibee is always present due to its investment

low risk high reward many of these investors have been studying so many

blossoming franchises none of it can compete the profit of Jollibee.

D. Customers

Mc Donald’s one of the most successful Franchise in world but here in the

Philippines a rising Local fast-food we all know it is Jollibee. Here in Rosario,

Bantangas the too big company are competing for better sales and profit even

though Mc Donald’s is still leading the stock market. But Mc Donald’s has still the

edge because of the traditional successful management and finding the right areas

to put the Franchise as for Jollibee local advertisement by commercials has been

useful.

E. Competition

Jollibee is known for handling local market and handling costumers. Jollibee

has the marketing strategy for family values it is the core of the costumer service.

The mascot use to attract kids every birthday party in Jollibee kids wait for mascot

the talent fee is very low than the cost of the party that the Jollibee offered. They
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also know there costumer target traditional family communication the more family

eats at the restaurant more revenue will be earned due to food orders.

F. Public

Jollibee serves as a perfect role model to the small business men that they

starts as a small ice cream parlor. Now a day’s Jollibee can viewed as a filipino

success which is now growing rapidly all over the world.

VI. Strengths and Weaknesses

Strengths

Jollibee has grown exponentially on all aspects on operation. Superior

menu line-up and creative marketing programs. Efficient manufacturing and

logistics facilities and It’s stronghold of heritage and monument of Filipino victory.

Weaknesses

The Weakness of the Jollibee are the Fast Food can cause obese and

spend a lot of money compare self cooking. The fast- food chain name that comes

to the mind of the people when someone asks about fast- food restaurant and the

existence of other competitors. Lacked more effective marketing skills as growth

revenues decreased.