VENAL, Harold Earl C.
Business Management and Entrepreneurship
BSFT 3 – 1D
Activity 1 (Week 5)
It started as an ice cream shop and turned into the largest fast-food chain in the Philippines. In
1975, the founder ditched a career in chemical engineering to open a pair of ice cream shops that
quickly branched out into savory foods. Their main man is Jollibee, a dancing insect in a blazer
who sports an extremely jolly attitude and surprisingly salacious dance moves. Profitable Growth
rank of 4 was down compared to the prior period’s 3rd rank. This is above average performance
compared to 1,190 large Cons. Disc. companies worldwide. Profitability rank of 3 was better than
its Growth rank of 6. Profitability rank of 3 was the same compared to the prior period’s 3rd rank.
This is above average performance compared to peers. Growth rank of 6 was down compared to
the prior period’s 4th rank. This is below average performance compared to peers
JFC’s marketing philosophy was on based on being closer to Filipino families than its competitors.
Now, brand acquisitions & brand expansions are the latest endeavor of the company. JFC
projected itself as world class, therefore the services offered should be consistent all over Jollibee
stores. The chain appealed to a broad cross-section of the population that felt comfortable and
very much at home where the crew talked to them in the local language. Captured the unique
Filipino taste, so it appeals as “pam-Pinoy” and is likened to, what a Filipino mother would cook
at home, high quality and reasonable price, 24- hour store outlets; with delivery services, offers
birthday party services (Jolly Kiddie Party).
The unique geographical structure of the Philippines with its many islands made it a challenging
market for fast-food companies. Jollibee was the only one that operated nationwide. As of May
2019, Jollibee operates 1,150 stores in the Philippines and 234 are situated in international
markets, and good, high traffic and convenient locations. Tailored its marketing strategies to suit
the Filipino culture & lifestyle; advertisements display the good traditional values. Jollibee
appealed to children with in-store play activities and a cast of captivating characters. Engages in
socio-economic programs thru Jollibee Foundation (established last 2004). JFC’s strategy
included a focus on achieving operational efficiency in its commissary and hiring the right
candidates to manage its operations and strategy planning