A.
Market Position of the company
1.
Relation of the company sales to the total industry Jollibee Foods Corporation, together with its subsidiaries, develops, operates, and franchises quick service restaurants worldwide. It operates quick service restaurants under the brand names of Jollibee, Chowking, Greenwich, Manong Pepe Karinderia, Red Ribbon, Mang Inasal, Caffe Ti-Amo, Yonghe King, and Hongzhuangyuan. As of December 31, 2010, it operated 717 Jollibee stores, including 365 franchised and 352 company-owned stores in the Philippines, as well as operated 67 Jollibee stores in the United States, Vietnam, Hong Kong, Brunei, Jeddah, and Qatar. The company also leases store sites primarily to the independent franchisees. In addition, it involves in multimedia advertising and digital printing activities, as well as provides accounting and business management services. The company was founded in 1975 and is headquartered in Pasig City, Philippines.
2.
Relative appeal of the company product and services Jollibee Food Corporation offers and services such as 8-7000 Jollibee Delivery, Jollibee Kids Party, Jollibee Drive True and Open 24 Hours Services.
Whether you find yourself stuck indoors or craving for a Jollibee treat, dial 8-7000 and enjoy Jollibees extensive menu of tasty Filipino food.
Jollibee Kids Party is the best way to make your childs birthday extra special. Itll be fun and enjoyable. Absolutely memorable.
When hunger strikes you on the road, turn to Jollibee Drive Thru. They await hungry motorists wherever they may be.
Jollibee is awake for 24 hours to serve you. Open all day and all night, allows you to enjoy your Jollibee favorites even in the wee hours of the morning.
JFC also offer products like Jollibee Sweetest Spaghetti, Burger Champ, Chickenjoy, Burger Steak, Crunchy Chicken Burger, Sundae and many more.
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Jollibees sweet style spaghetti sauce with the chunkiest slices of savory ham and sausages, loaded with ground beef, served over premium quality noodles and topped with lots of cheese.
Made with 100% pure beef, fresh lettuce and tomatoes, creamy cheese, catsup and mayo served in soft sesame seed bun.
Chickenjoy. Jollibees perfectly seasoned fried chicken thats crispy on the outside; tender and juicy on the inside.
Burger Steak 100% pure beef patties that come with a hearty serving of our flavorful mushroom gravy and steamed rice.
Crunchy Chicken Burger 100% juicy, whole muscle chicken fillet seasoned with special spices and cooked to a perfect crisp. Layered with special mayo dressing in a soft toasted bun.
3.
Strength of the company in Major Market Jollibees strengths lie in that it has a dominant position in domestic market and achieving high brand loyalty in Philippines. Jollibee dedicated its continuous success to the Filipinos who have been there from the very start.
Jollibee also has experienced managers who assist the franchisees to their success during the start up stages. They value quality over anything, so they can sustain the loyalty of their customers.
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B. Supply Position of The Company
1. Comparative access to resources
Some of the raw materials processed and manufactured in the Jollibee commissaries are import products or are grown by suppliers. For the French fry product, the Jollibee supplier also serves the company's prime competitor, McDonald's. The beef on the other hand comes from Brazil. Jollibee has developed long-term deals with these partners. So the supply chain works in a reliable working environment between the supplier and Jollibee. However, due to global trade barriers, coupled by the increase in crude prices, it is not long before Jollibee scraps international sourcing activities. There is always a room for integration within the country. This could lead to Jollibee reinventing their procurement process, and start from the ground with the level of skill and technology available in the country.
2.
Unique Productivity advantages To shape unique productivity, the Jollibee made the Tree Bs for attaining their company vision.
Boost the standards of the fast food industry
Build brand satisfactions; and
Broaden our reach to customers
3.
Resource and development Strength
In order to make certain the growth and advancement of its company, Jollibee Food Corporation aims to expand further and delves into opportunities available in foreign markets.
What effective investment should JFC make in order to penetrate foreign countries and expand its foreign market share? Objectives to open 100 new restaurants within the current year in foreign countries to get 50% of their income from foreign market after 10 years
to penetrate Asian counties, primarily China and India which have big potential market
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Alternative Courses of Actions:
Invest is specific countries local food chain with big growth potential.
Many Asian Counties have established their own local fast food chains competing with the international brands. Some of these have grown building many branches in their own nation and have even penetrated other countries. JFC can invest in these local chains.
Open own food chain line in the desired country, primarily Jollibee Restaurants, Chowking, Greenwich, Red Ribbons and etc
There are millions of Filipinos who have already migrated to Asian Countries (both illegal and legal) as many nations open an entry for employment opportunities. With this, if JFC opens its food chain line, they are assured of ready market which is these migrant Filipinos who, by nature, long for any Philippine packs, like food. Invest in countrys local fast food chain and open own food chain in selected areas where there are Filipino migrants. With enough funds for investment, JFC can purchase stocks from local fast food chain in certain Asian country and open restaurant at the same time carrying its own chain of stores.
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C. Special Competitive Considerations
1. Relative Financial Strength The financial strength of Jollibees strong financial health is evident through its expansion of its restaurants locally as well as acquisition of other food companies. Through this strategy of diversification, they were able to hedge against competitions and downturns in specific market niches. Market Dominance The financial capability of Jollibee as mentioned previously allowed them to be developed into a dominant player in the quick-service market Strong Branding Its ability to associate itself as the prime Fast- food joint in Philippines enabled it to stand out ahead of its competitors in this genre. Understanding Customers Needs Jollibee ability to understand what the customer wants enables it to be successful in this market
2.
Community and Government Relation
Social Responsibility Projects
Habitat for Humanity- a poverty housing project initiated by the JFC group for habitat
Sabi ng Jollibee 'kaya mo kid' program- an inspiration program targeted at inspiring young ones to exhibit the talent they possess within.
MaAga ang Pasko sa Jollibee- tapping a celebrity in aharing blessings for the welfare and development of underprivileged children.
Nurture the Future- a nationwide supplemental feeding program.
(Jollibee supports Give-A-Live Foundation to benefit sick children)- This foundation aims to provide assistance to indigent pediatric patients confined at various hospitals.
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Jollibee Maaga ang Pasko Teaching kids the value and joys of sharing For close to 17 years now, Jollibee has been leading efforts to spread cheer during the Christmas season via its Maaga ang Pasko campaign a nationwide toy and book collection drive for the benefit of less fortunate children across the nation. A brainchild of Aga Muhlach and in partnership with the Department of Social Welfare and Development (DSWD), Maaga ang Paskos goal is simple: to give Pinoy kids and the kids-at-heart an opportunity to share love and hope with their less fortunate little brethren through the magic of toys and books.
Skills Enhancement and Education Development for Students (SEEDS) SEEDS is created to help qualified students pursue post-secondary education through the provision of financial assistance, to enable students to acquire job competencies skills, attitudes and work values through in-store training, thus enhancing employability upon completion of post-secondary education. Jollibee Foods Corporation (JFC) recognizes the importance of postsecondary education and relevant training in enabling Filipino youth to acquire qualifications and develop their skills and competencies to enhance their employability. Reaching out through Jollibee Foundation Foundation was established by Jollibee Foods Corporation (JFC) to make giving back an organized corporate commitment. The Foundation aims to invest in people and help them succeed in the way Jollibee knows how. This means taking the values, the system, the tools, and the years of experience that has made Jollibee what it is today and sharing it with the people they most ascribe their success to: the everyday Filipino. Among the Foundations
programs, the two major projects are the Busog, Lusog, Talino School feeding program and the Farmers Entrepreneurship Program. Busog, Lusog, Talino (BLT) is a school feeding program that addresses hunger among Grades 1 and 2 pupils and helps them to stay in school by keeping them fit and healthy with nutritious daily lunch meals prepared by the pupils parents. The Farmers Entrepreneurship program, on the other hand, harnesses the companys supply chain by giving the opportunity to small farmers to be direct suppliers of Jollibee and other institutional buyers, empowering them to be more productive and profitable.
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3.
Ability and values of company manager The Jollibee Company Manager must be Ability Values Customer Focus Excellence Respect for the Individual Teamwork Spirit of Family and Fun Humility to Listen and Learn Honesty and Integrity Frugality Good community standing Strong leadership and people-handling skills Willingness to devote time in managing the restaurant Computer proficient Excellent analytical, presentation and communication skills. Dynamic personality. Pleasant personality, with strong interpersonal skills and high EQ Self-motivated, committed and results driven with the ability to work under tight deadlines. Ability to multi-task in a fast-paced environment with minimal supervision High proficiency in Microsoft Office applications time management skills
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D. Conclusion
Comparative Strengths and Weaknesses of the Company
Strength: Jollibees strengths lie in that it has a dominant position in domestic market and achieving high brand loyalty in Philippines. Jollibee also has experienced managers who assist the franchisees to their success during the start up stages. They value quality over anything, so they can sustain the loyalty of their customers. Weakness: The Company is facing a lot of weaknesses in their operations. First, it is the inability to coordinate the activities between the international division and the local division. They also have trouble at first in selecting good franchise partners and suitable locations in the international investments. Another problem is that, the company does not fully utilize its resources to the best results. The international division and the local division have to constantly compete with each other for limited resources. Lastly, the company, in its efforts to maintain its Filipino identity in other countries, has not been able to attract able staff or managers in the foreign country and their staff turnover rate is high.
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