jollibee international marketing case study

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JOLLIBEE FOODS CORPORATION: INTERNATIONAL EXPANSION A CASE STUDY

Jollibee Foods Corporation (JFC) is the most successful fast food chain in the Philippines. It started out as an ice cream parlor owned by the Tan family, headed by Tony Tan Caktiong (TTC) as President. Brought about by oil crisis which doubled the price of ice cream, JFC diversified into hamburgers in the year 1977.

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Cyril Jude M Cornelio

A look at the strategy of Jollibee in its expansion to international markets, providing the Filipino diaspora (through labor exportation and resettlement) and globalization trends as context for this marketing strategy. For the partial fulfillment of English 10 - Writing as Thinking, under Prof. Paolo Manalo of the UP Department of English and Comparative Literature.

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Jollibee: Bringing Filipino fast food to the world

The case deals with the international expansion of Jollibee across Asia, USA and Europe along various dimensions (in particular its brands portfolio)

International marketing, brands portfolio management, strategic marketing

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Jollibee Foods Corp. (A): International Expansion

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Jollibee foods corp. (a): international expansion description.

Noli Tingzon, newly-appointed international division VP at Jollibee, the Philippines-based hamburger chain, is faced with the challenge of expanding fast food operations in Asia in the face of stiff competition. The case describes Jollibee's six-year international expansion history and the lessons the company has learned. Against this background, Noli must decide among expansion opportunities in New Guinea, Hong Kong, and California.

Case Description Jollibee Foods Corp. (A): International Expansion

Strategic managment tools used in case study analysis of jollibee foods corp. (a): international expansion, step 1. problem identification in jollibee foods corp. (a): international expansion case study, step 2. external environment analysis - pestel / pest / step analysis of jollibee foods corp. (a): international expansion case study, step 3. industry specific / porter five forces analysis of jollibee foods corp. (a): international expansion case study, step 4. evaluating alternatives / swot analysis of jollibee foods corp. (a): international expansion case study, step 5. porter value chain analysis / vrio / vrin analysis jollibee foods corp. (a): international expansion case study, step 6. recommendations jollibee foods corp. (a): international expansion case study, step 7. basis of recommendations for jollibee foods corp. (a): international expansion case study, quality & on time delivery.

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Case Analysis of Jollibee Foods Corp. (A): International Expansion

Jollibee Foods Corp. (A): International Expansion is a Harvard Business (HBR) Case Study on Strategy & Execution , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Jollibee Foods Corp. (A): International Expansion is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Jollibee Foods Corp. (A): International Expansion case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Jollibee Foods Corp. (A): International Expansion will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

Jollibee Foods Corp. (A): International Expansion case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Strategy & Execution, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Jollibee Foods Corp. (A): International Expansion, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The Jollibee Foods Corp. (A): International Expansion case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Strategy & Execution Solutions

In the Texas Business School, Jollibee Foods Corp. (A): International Expansion case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis. We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Jollibee Foods Corp. (A): International Expansion

Step 1 – Problem Identification of Jollibee Foods Corp. (A): International Expansion - Harvard Business School Case Study

The first step to solve HBR Jollibee Foods Corp. (A): International Expansion case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Noli Jollibee is facing right now. Even though the problem statement is essentially – “Strategy & Execution” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Noli Jollibee, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Jollibee Foods Corp. (A): International Expansion. The external environment analysis of Jollibee Foods Corp. (A): International Expansion will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Jollibee Foods Corp. (A): International Expansion case study. PESTEL analysis of " Jollibee Foods Corp. (A): International Expansion" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Jollibee Foods Corp. (A): International Expansion macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for Jollibee Foods Corp. (A): International Expansion

To do comprehensive PESTEL analysis of case study – Jollibee Foods Corp. (A): International Expansion , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact Jollibee Foods Corp. (A): International Expansion

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Government policies have significant impact on the business environment of any country. The firm in “ Jollibee Foods Corp. (A): International Expansion ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Noli Jollibee is operating, firms are required to store customer data within the premises of the country. Noli Jollibee needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Jollibee Foods Corp. (A): International Expansion has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Noli Jollibee in case study Jollibee Foods Corp. (A): International Expansion" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Noli Jollibee in case study “ Jollibee Foods Corp. (A): International Expansion ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Noli Jollibee in case study “ Jollibee Foods Corp. (A): International Expansion ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ Jollibee Foods Corp. (A): International Expansion ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Noli Jollibee can compete against other competitors.

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Jollibee Foods Corp. (A): International Expansion case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Noli Jollibee needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact Jollibee Foods Corp. (A): International Expansion

Social factors that impact jollibee foods corp. (a): international expansion, technological factors that impact jollibee foods corp. (a): international expansion, environmental factors that impact jollibee foods corp. (a): international expansion, legal factors that impact jollibee foods corp. (a): international expansion, step 3 – industry specific analysis, what is porter five forces analysis, step 4 – swot analysis / internal environment analysis, step 5 – porter value chain / vrio / vrin analysis, step 6 – evaluating alternatives & recommendations, step 7 – basis for recommendations, references :: jollibee foods corp. (a): international expansion case study solution.

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Jollibee: Bringing Filipino Fast Food to the World

Research by: Dominique Turpin, Jikyeong Kang , & Sandeep Puri

In early 2020, Tony Tan Caktiong (TTK), chairman of Jollibee Foods Corporation (JFC) is rethinking the company’s international strategy. Jollibee, a fast-food company based in the Philippines, is the market leader in its home market ahead of McDonald’s, Burger King and others. Over time, the company has expanded in Asia, the Middle East and the US with mixed results. In some markets, Jollibee has done well and in others the company has had to pull out or adjust its marketing strategy to stay on course. Over time, JFC has also acquired a portfolio of brands that have shown either great potential or disappointing results. From a pedagogical point of view, it is particularly interesting to discuss with the participants what makes the company a winner in some markets and why it records mixed performances in others. Tony wants to pay particular attention to the UK, Italy and Spain – three European markets Jollibee has recently entered.

Disciplines: Strategy

To cite this case: Turpin, D., Kang, J., & Puri, S. (2020). Jollibee: Bringing Filipino fast food to the world . IMD. IM1116-PDF-ENG.

To access this case: https://hbsp.harvard.edu/product/IM1116-PDF-ENG?Ntt=Jollibee%3A%20Bringing%20Filipino%20fast%20food%20to%20the%20world

𝗗𝗲𝘁𝗮𝗶𝗹𝗲𝗱 Marketing Mix of Jollibee Corporation – With 4Ps Explained in Detail

By Aditya Shastri

Jollibee is a multinational fast-food chain of restaurants owned by Jollibee Foods Corporation(JFC). Jollibee was established in 1978 by Tony Tan Caktiong and since then Jollibee has been dominating the market of the Philippines. 

Today, we will be decoding the marketing mix of Jollibee in depth. You can also visit our blogs to read other case studies.

Before we break the ice, let’s know what the company is about

About Jollibee

Jollibee is an American-style fast-food restaurant specializing in chicken, burgers, and spaghetti along with several Filipino-influenced dishes. Established in the Philippines, the company has made its way into international markets. They operate more than 1400 stores out of which more than 270 are situated in East Asia, North America, Middle East, South East Asia, and Europe. The company’s headquarters are located in Pasig, Philippines.

Jollibee is giving head-on competition to its international competitors such as Burger King , KFC , & Subway . Even in its home country, Jollibee is ruling on the #1 position followed by McDonald’s and KFC.

Marketing Mix of Jollibee

Marketing Mix is a term that is used by businesses to advertise their product or services in the market. It also helps the business gain visibility & decide on a suitable marketing strategy. Jollibee has a huge portfolio of products which helps them to target different groups in the market. By use of marketing, mixed businesses can increase awareness of their brand. The 4Ps compose the typical marketing mix namely – product, price, place, and promotion. Through these 4Ps businesses get to decide their target audience and formulate their strategies according to it. Let’s take a closer look at Jollibee’s marketing mix.

1. Product Strategy of Jollibee

The main reason Jollibee’s products stand out from the rest is their understanding of Filipino taste. Filipinos’ palate is slightly inclined towards the sweeter side. Therefore, Jollibee modifies its menus in accordance with the regional taste of its consumers.

As fried chicken is a popular product in the Philippines , Jollibee introduced its style of chicken way back in 1981 named Jollibee Chicken Joy which soon became their No.1 product and bestseller among all outlets. Chicken Joy is now one of Jollibee’s signature products. Jollibee maintains the highest quality food standards which make their fast-food products more likable.

The following are some signature products of Jollibee:

• Chicken Joy is a counterpart to KFC’s Fried Chicken(but way better). It has a crispy texture on the surface and a mouth-watering palatable flavor on the inside. Chicken Joy is accompanied by smooth and delicious gravy, now that’s what you call a match made in heaven, right? 
• Chicken Dippers are boneless chicken pieces served along with hot gravy. When they are dunked in hot saucy gravy leave customers’ mouths full of taste.  
• Who doesn’t like desserts? Jollibee also offers sweet, tangy Peach Mango Pie which has a flaky crust from the outside and slimy, tacky pie mix on the inside.

2. Price Strategy of Jollibee

Jollibee products are decently priced to satisfy the overall demand of consumers from different classes. The company employs competition-based pricing. Because Jollibee is a price taker, it must accept the current market rate, which is decided by supply and demand dynamics. They ought to keep the prices of their products in line with the prices charged by their competitor. As a result, pricing should not be a barrier to entry.

Jollibee’s mission is to render high-quality, great-tasting food at a budget-friendly rate. The combo meals offered by Jollibee are much cheaper than its competitor McDonald’s by almost 10%. KFCs bucket of 6 is priced at ₱439.00(INR 650.30) in the Philippines where Jollibee offers the same for just ₱399.00(INR 591.75)

3. Placement Strategy of Jollibee

It has been 43 years since Jollibee was established and since then the company has had more than 1400 stores. Jollibee’s origin in the Philippines is what made the company successful. The company is committed to expanding its store across other countries so that everyone can have a taste of their products. They strategically place their outlets in populated areas that allow them to grab the attention of large masses.

Some of their stores are located in malls and on highways so that passengers can grab a quick meal to satiate their hunger. 

As per Jollibee’s CEO Tanmantiong, Jollibee will be looking forward to inaugurating 450 new stores to make up for the loss caused by the pandemic.

4. Promotional Strategy of Jollibee

Jollibee is aggressively active in its promotional campaigns. The company focuses highly on its advertisements over several platforms such as TV, newspapers, radio, likable makes and maintains a direct engagement with customers on social media handles . They also use the strategy of community influencers for their promotions.

Their marketing strategy involves short films based on a real story that depicts family love and happiness multiplied when they have a meal together. As the family is a key ingredient of the company their in-store environment makes consumers comfortable like at home. Jollibee makes people emotionally attached to their stores.

Jollibee also launched a television program for kids named Jollitown which continued for almost five years before its completion on October 12. Jollibee’s targeted audience was children as they can be easily influenced so they introduced kid’s meals in their menus along with limited-edition toys. This strategy worked as children got intimidated to buy kids meals for the sake of toys.

Drive-thru and free delivery services gave momentum to Jollibee’s marketing campaigns. They have launched their app called ‘Jollibee Ordering’ and for its promotion, they are giving out their signature Peach Mango Pie for two weeks on every order placed by an account.

With these 4Ps, the Marketing mix of Jollibee brings us towards the end of this blog.

Jollibee with its advertising and promotional campaign is surely on a bright path. Their promotional strategy gives them access to a large audience without making the prices of the products unaffordable. Their geographical pricing allows them to maintain steady revenue from different markets. And most importantly their homely relationship and understanding of their customer’s needs and demands will bring them huge success over the coming years.

Did you enjoy this case study? Do you want to find out more? Our Free Masterclass on Digital Marketing Fundamentals is a wonderful place to start if you’re new to digital marketing.

We conclude here with the case study of Jollibee and if you liked this blog and found it informative do comment below and consider sharing it with your friends.

Author's Note: My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India . Practical assignments, case studies & simulations helped the students from this course present this analysis. Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience. If you found this case study helpful, please feel free to leave a comment below.

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

Established in Philippines serves American and Filipino styled food. Feels like Jollibee has a nice marketing strategy.

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Jollibee Marketing Strategy 2024: A Case Study

Jollibee, a renowned brand in the fast-food industry for over 20 years, has consistently positioned itself as a leader through its innovative marketing strategies. Market segmentation and competitive analysis form the foundation of Jollibee’s marketing approach, enabling the brand to effectively target specific customer groups and differentiate itself from rivals.

One key aspect of Jollibee’s marketing strategy is its emphasis on leveraging digital platforms to enhance its online presence and engage with customers. By utilizing digital marketing techniques, Jollibee creates a seamless customer experience, expanding its reach and fostering increased customer engagement.

Market research plays a vital role in Jollibee’s marketing success. Through thorough market analysis, Jollibee gains insights into consumer preferences and market trends , allowing the brand to tailor its marketing messages accordingly. Understanding customer behavior and ever-changing consumer trends ensures that Jollibee stays ahead of the competition.

Jollibee’s strong brand positioning is further reinforced through its creative promotional campaigns, which aim to increase brand awareness and foster customer loyalty. The brand’s advertising efforts span various media channels, including TV, radio, print, and social media platforms, maximizing its exposure and resonating with diverse audiences.

Customer engagement lies at the core of Jollibee’s marketing strategy. The brand actively interacts with its customers through tailored marketing initiatives, social media interactions, and loyalty programs. By delivering personalized experiences and building strong relationships with their customers, Jollibee continuously nurtures brand loyalty.

In pursuit of market expansion, Jollibee collaborates with influencers to broaden its reach and connect with a wider audience. These partnerships help Jollibee tap into new markets, increase brand visibility, and generate interest among potential customers.

Jollibee’s marketing strategy also includes innovative promotions, contests, and exclusive deals that aim to retain its market position and attract new customers. By staying ahead of consumer trends and consistently offering exciting deals, Jollibee ensures its brand remains relevant and compelling in a highly competitive industry.

By employing digital marketing strategies such as social media posts, targeted advertising, and influencer partnerships, Jollibee effectively reaches its target audience, drives brand awareness, and achieves its marketing objectives.

Jollibee’s market segmentation strategy, focusing on factors such as age, income, lifestyle, and preferences, enables the brand to tailor its marketing messages for specific customer groups. This personalized approach allows Jollibee to create relevant and impactful marketing campaigns that resonate with its target audience.

In conclusion, Jollibee’s marketing strategy is a key driver behind its success in the fast-food industry. Through customer-centric marketing, digital innovation, market research, creative promotions, and customer engagement, Jollibee retains its position as a leading brand. With its sights set on future growth and expansion, Jollibee’s marketing strategy remains a cornerstone of its ongoing success.

Key Takeaways:

• Jollibee’s marketing strategy emphasizes market segmentation and competitive analysis to target specific customer groups and differentiate itself from rivals.
• By leveraging digital marketing, Jollibee enhances its online presence and engages with customers, creating a seamless customer experience.
• Thorough market research helps Jollibee understand consumer preferences and market trends, enabling the brand to tailor its marketing messages effectively.
• Creative promotional campaigns increase brand awareness and foster customer loyalty, with advertising efforts spanning various media channels.
• Customer engagement is a core focus for Jollibee, achieved through tailored marketing initiatives, social media interactions, and loyalty programs.

Jollibee: The Early Years

Jollibee, a renowned fast-food chain, had humble beginnings that trace back to its origins as an ice cream shop in Manila, Philippines in 1975. Founded by Tony Tan Caktiong in 1978, Jollibee rapidly evolved into a popular fast-food brand that captured the hearts and palates of Filipinos and eventually gained international recognition.

Jollibee’s success can be attributed to its commitment to delivering high-quality food at affordable prices. Embracing its roots, the brand incorporated traditional Filipino dishes into its menu, allowing customers to experience the rich flavors of the local cuisine while enjoying their favorite fast-food meals.

Throughout the years, Jollibee’s expansive and diverse menu has appealed to a wide range of customers. From its signature Chickenjoy, a crispy and flavorful fried chicken dish, to its iconic Jolly Spaghetti, a sweet and savory pasta infused with Filipino-style sauce, Jollibee’s offerings cater to different tastes and preferences.

As Jollibee grew in popularity, it became synonymous with joy, family, and good times. The brand’s commitment to customer happiness has cemented its place as a beloved household name in the Philippines and has won the hearts of millions around the world.

By the end of 1998, Jollibee had achieved remarkable success, establishing 302 company-owned and franchised stores in the Philippines and expanding its reach with 27 franchised stores worldwide. Today, Jollibee Food Corporation boasts an impressive global presence, with over 1,200 outlets spanning Southeast Asia, the Middle East, East Asia, North America, and Europe.

Jollibee’s early years set the foundation for its enduring brand identity as a fast-food chain that offers fast, good, clean, and affordable food. Through its commitment to delivering delicious meals, incorporating local tastes, and ensuring consistency across its outlets, Jollibee has won the hearts of both Filipino customers and international diners.

Marketing Strategy of Jollibee

Jollibee, the renowned fast food chain, has built its success on a robust and customer-centric marketing strategy. Central to their approach is a focus on customer engagement, smart promotion, and thorough market research.

Understanding consumer behavior is pivotal for Jollibee. Through meticulous market research, they gain valuable insights into their target audience’s preferences, needs, and changing trends. This knowledge allows Jollibee to tailor its marketing efforts to meet customer expectations effectively.

Another key element of Jollibee’s marketing strategy is its ability to connect with customers. The brand utilizes various promotional methods to create brand awareness and foster customer loyalty. Whether through creative advertisements, limited-time offers, or exclusive deals, Jollibee employs techniques that resonate with its diverse customer base.

Furthermore, Jollibee leverages both traditional and digital marketing channels to engage with customers. From television and radio ads to strategic collaborations with influencers, Jollibee ensures its brand reaches a wide audience.

Customer engagement is a major focus for Jollibee. The company’s dedication to enhancing the customer experience through tailored marketing, social media conversations, and loyalty programs sets them apart from their competitors.

Overall, Jollibee’s marketing strategy revolves around a deep understanding of consumer behavior, effective promotional methods, and a strong commitment to customer engagement. By continuously adapting to market trends and prioritizing the customer experience, Jollibee maintains its position as a leader in the fast food industry.

Market Research and Customer Insights

Market research plays a crucial role in shaping Jollibee’s marketing strategy. By conducting thorough research, Jollibee gains valuable insights into customer preferences and identifies market trends. This information is instrumental in developing effective marketing initiatives that meet and exceed customer expectations.

Jollibee’s market research efforts involve gathering data on consumer behavior, analyzing industry trends, and conducting competitor analysis. This comprehensive approach helps Jollibee stay ahead of the competition and ensures that its marketing efforts resonate with its target audience.

Understanding customer preferences is essential for Jollibee to create products and menu offerings that cater to their tastes. Through market research, Jollibee can identify the food choices, flavors, and meal options that customers gravitate towards. This insight allows Jollibee to make informed decisions regarding product development and menu innovations.

By staying up-to-date with market trends, Jollibee can proactively respond to changing consumer preferences. This agile approach enables the brand to anticipate customer needs and adapt its marketing strategies accordingly. The valuable insights gained from market research help Jollibee refine its marketing campaigns, promotions, and overall brand positioning.

Jollibee’s commitment to market research and customer insights ensures that the brand continues to deliver exceptional products and experiences that resonate with its target audience. By staying in tune with customer preferences, Jollibee maintains its position as a market leader and drives continued growth in the fast-food industry.

Promotion and Advertising

One of the key factors contributing to Jollibee’s success is its effective promotion and advertising strategies. The brand is known for its creative and memorable advertising campaigns that resonate with customers and leave a lasting impression.

Jollibee employs a multi-channel approach, utilizing various platforms such as TV, radio, and print to reach its target audience and create brand awareness. By leveraging these traditional media channels, Jollibee maximizes its visibility and ensures that its message reaches a wide range of consumers.

In addition to traditional advertising methods, Jollibee also understands the power of influencer marketing . The brand collaborates with influencers who have a strong online presence and a large following to expand its reach and enhance its brand credibility. These partnerships with influencers allow Jollibee to tap into new audiences and connect with consumers in an authentic and relatable way.

Furthermore, Jollibee’s advertising campaigns are designed to evoke emotional connections with its target market . By telling relatable stories and incorporating local culture, Jollibee creates a sense of connection and belonging among consumers. Whether it’s highlighting the importance of family during a pandemic or celebrating the joy of sharing a meal, Jollibee’s campaigns resonate with its audience on an emotional level.

Overall, Jollibee understands the importance of promotion and advertising in building a strong brand presence. The brand’s creative campaigns, partnerships with influencers, and focus on emotional connections contribute to its continued success in the fast food industry.

Engaging Marketing Campaigns

Jollibee, with its extensive global presence of over 1,400 stores worldwide, has captivated its target market through a series of engaging marketing campaigns. These campaigns, known for their creativity, emotional appeal, and reflection of local culture, have played a key role in driving growth, customer engagement, and brand loyalty within the fast-food industry.

Jollibee strategically targets families with young children while also extending its reach to millennials and young adults. By understanding the diverse preferences and values of its target market, Jollibee creates campaigns that resonate deeply with consumers, creating a powerful emotional connection.

What sets Jollibee’s marketing campaigns apart is their ability to tap into the collective nostalgia and shared experiences of the local culture. Through touching stories and humorous ads, Jollibee creates a sense of connection and belonging among consumers, fostering a strong emotional bond with the brand.

This emotional storytelling approach has been a staple of Jollibee’s marketing strategy, evoking emotions related to love, loss, family, and overcoming challenges. By utilizing the power of emotional narratives, Jollibee has effectively fostered brand loyalty among its audience.

One notable campaign is the “Bida ang Saya” campaign, launched in 2015. This campaign led to a remarkable 15% growth in sales and a 40% increase in social media engagement, highlighting the effectiveness of Jollibee’s emotional branding strategy.

In 2018, Jollibee reported a significant 21% growth in sales, with its Chickenjoy product being highlighted as one of the top-selling items. This achievement can be attributed, in part, to Jollibee’s compelling marketing campaigns that resonate with consumers on a deep emotional level.

Another impactful campaign is the “Isang Number, Isang Sarap” campaign, implemented in 2019. This initiative resulted in a remarkable 17.1% increase in net income, reaching ₱6.8 billion. The campaign’s focus on emotional appeal and customer-centricity contributed to its success, further solidifying Jollibee’s position as a leading brand in the fast-food market.

Collaborations with popular brands like Coca-Cola and Nestle have also played a pivotal role in Jollibee’s marketing efforts. These partnerships have allowed Jollibee to expand its customer base and attract new audiences through innovative promotions.

Jollibee’s commitment to emotional storytelling and cultural relevance has transformed it from a mere food provider to a trusted companion in the lives of its customers. By utilizing social media platforms, particularly YouTube, Jollibee has effectively disseminated its emotive narratives, engaging with a global audience and fostering a strong community around its brand.

Overall, Jollibee’s engaging marketing campaigns have not only bolstered its market presence but also strengthened its emotional connection with customers. Through creative storytelling and an unwavering focus on local culture, Jollibee has successfully created a lasting impact and secured its position as a beloved brand among consumers.

Key Elements of Jollibee’s Marketing Strategy

Jollibee, a global fast food chain, has a robust marketing strategy that incorporates key elements to ensure its success in the highly competitive industry. By prioritizing customer engagement, forming strategic partnerships, implementing innovative promotions, and conducting continuous market research, Jollibee stays ahead of the curve and maintains its position as a beloved brand.

Customer Engagement

Jollibee places a strong emphasis on customer engagement as a cornerstone of its marketing strategy. Through tailored marketing campaigns, the brand seeks to connect with its customers on a personal level. By offering promotions, incentives, and loyalty programs, such as the Jollibee Happy Plus card, Jollibee fosters customer loyalty and repeat business. These initiatives not only drive sales but also provide valuable customer behavior data for further marketing strategy improvement.

Strategic Partnerships

To enhance its visibility and reach, Jollibee forms strategic partnerships with well-known individuals and organizations. Collaborating with famous faces and influential brands allows Jollibee to tap into new markets, expand its customer base, and increase brand awareness. These partnerships contribute to Jollibee’s overall marketing efforts and create a positive association with the brand in the minds of consumers.

Innovative Promotions

Jollibee implements innovative promotions to capture the attention of its target audience and drive sales. By offering limited-time offers, exclusive deals, and creative campaigns, Jollibee creates a sense of urgency and excitement among consumers. These promotions not only help maintain Jollibee’s market position but also attract new customers who are drawn to the brand’s unique offerings and engaging marketing initiatives.

Continuous Market Research

Market research plays a crucial role in shaping Jollibee’s marketing strategies. By conducting continuous market research, the brand stays informed about changing consumer preferences and identifies emerging market trends. This valuable insight allows Jollibee to adapt its marketing efforts, introduce new products, and make informed business decisions. By staying ahead of the curve, Jollibee remains competitive in the fast food industry and continues to meet the evolving needs of its customers.

Overall, Jollibee’s marketing strategy is a holistic approach that encompasses customer engagement, strategic partnerships, innovative promotions, and continuous market research. By prioritizing these key elements, Jollibee has successfully strengthened its brand presence and maintained its position as a leader in the fast food industry.

Digital Marketing Strategy of Jollibee

Jollibee, a global fast food chain with over 1,400 stores worldwide, understands the significance of digital marketing in today’s interconnected world. To enhance its online presence and engage with customers, Jollibee leverages the power of social media platforms and targeted advertising.

Through strategic digital marketing initiatives, Jollibee effectively reaches its desired audience and strengthens its online image. By leveraging online ads and targeted advertising, the brand ensures that its promotional messages are seen by the right people at the right time. This targeted approach enhances Jollibee’s marketing efforts and maximizes their impact.

In addition to targeted advertising, Jollibee embraces influencer marketing as a means to expand its online reach and tap into the credibility of popular influencers. By collaborating with influencers, Jollibee can effectively connect with their target audience and build trust and authenticity around their brand. Influencer partnerships allow Jollibee to create engaging content that resonates with consumers and increases brand awareness.

By embracing digital marketing strategies, Jollibee remains competitive in the evolving business landscape. The brand’s commitment to reaching a broader audience and enhancing its online presence demonstrates its dedication to staying at the forefront of digital marketing innovation .

The integration of digital marketing, social media, targeted advertising, and influencer marketing has proven to be a successful strategy for Jollibee. As the brand continues to evolve, its digital marketing initiatives will play a pivotal role in driving customer engagement, enhancing brand loyalty, and ensuring a prominent position in the digital realm.

Jollibee’s marketing strategy has propelled the brand to remarkable success in the fast-food industry. With a focus on customer engagement, market research, and innovative promotions, Jollibee has maintained a competitive advantage in the market. By continuously analyzing consumer trends and adapting to changing preferences, Jollibee has solidified its position as a leading brand.

Through its digital marketing efforts and emphasis on customer satisfaction, Jollibee has positioned itself for future growth and expansion. The brand’s strategic use of social media platforms, targeted advertising, and influencer collaborations have strengthened its online presence and connected with a wider audience. Jollibee’s commitment to creating emotional connections with customers and offering localized menu options has been instrumental in establishing a strong brand identity.

Looking ahead, Jollibee’s strategic plan to introduce vegetarian and healthier options demonstrates its commitment to adapting to evolving consumer preferences. With more than 1,400 establishments worldwide and plans to open 600 new stores, Jollibee is on track to become a global fast-food powerhouse. Through its customer-centric approach and innovative marketing strategies, Jollibee is well-positioned for continued success and growth in the future.

What has contributed to Jollibee’s success as a leading brand in the fast food industry?

How does jollibee engage with its customers and enhance its online presence, how does jollibee conduct market analysis and competitive analysis, what role does market research play in jollibee’s marketing efforts, how does jollibee promote its products and create brand awareness, what are the key elements of jollibee’s marketing strategy, how does jollibee utilize digital marketing to enhance its online reach, what sets jollibee’s marketing campaigns apart, how does jollibee ensure customer satisfaction and loyalty, how does jollibee adapt to changing consumer tastes, related posts:.

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Jollibee foods corp. (a): international expansion case study analysis & solution, harvard business case studies solutions - assignment help.

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Strategy & Execution Case Study | Authors :: Christopher A. Bartlett, Jamie O'Connell

Case study description.

Noli Tingzon, newly-appointed international division VP at Jollibee, the Philippines-based hamburger chain, is faced with the challenge of expanding fast food operations in Asia in the face of stiff competition. The case describes Jollibee's six-year international expansion history and the lessons the company has learned. Against this background, Noli must decide among expansion opportunities in New Guinea, Hong Kong, and California.

Growth strategy, International business, Marketing, Motivating people, Strategy execution

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Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Strategy & Execution. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Jollibee Foods Corp. (A): International Expansion HBR Case Study

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• Marking out the protagonist and key players in the case study from the very start.
• Drawing a motivation chart of the key players and their priorities from the case study description.
• Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
• Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - Jollibee Foods Corp. (A): International Expansion Case Study Analysis

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• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Jollibee Foods Corp. (A): International Expansion

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Jollibee Foods Corp. (A): International Expansion . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Jollibee Foods Corp. (A): International Expansion
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Jollibee Foods Corp. (A): International Expansion HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Jollibee Foods Corp. (A): International Expansion

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Jollibee Foods Corp. (A): International Expansion

Another way of understanding the external environment of the firm in Jollibee Foods Corp. (A): International Expansion is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Jollibee Foods Corp. (A): International Expansion Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

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• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Jollibee Foods Corp. (A): International Expansion case study solution.

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Jollibee Foods Corporation (A): International Expansion Harvard Case Solution & Analysis

Home >> Harvard Case Study Analysis Solutions >> Jollibee Foods Corporation (A): International Expansion

Question 01: How was Jollibee able to build its dominant position in fast food in the Philippines? What sources of competitive advantage was it able to develop against McDonald’s in its home market?

            The major attribute or feature that made Jollibee built a dominant position in the fast food industry of Philippines has been backed by the fact that the company focused on the philosophy of “Five Fs”. The five Fs which made the company a successful entity over the rival brands have been have been friendliness, flavorful food, a fun atmosphere, flexibility in catering to customer needs, and a focus on families. Moreover, the economic and political events that took place in the county also helped and supported Jollibee to compete with the rivals.

            As the case discusses, McDonald’s has been a successful multinational fast food brand where it has ample revenues and technical advancement, expertise in the industry. However, in spite of the success, Jollibee has been able to compete with the company based on the fact that the customers in the country have been fond of Jollibee hamburger and have actually preferred using it more than the hamburger offered at McDonalds.

            Since McDonalds has been renowned for its Big Mac, to compete with this product, Jollibee launched its own large burger which it named as Champ.Another competitive edge which Jollibee capitalized was the fact that, the general public preferred Jollibee and felt pride consuming it more than McDonalds.

            Along with the emotional attachment, Jollibee even focused on a varied menu where it offered spaghetti, chicken and a unique peach-mango dessert pie, all developed to local customers which were specifically made for the local consumers. The above mentioned attributes and features have been the success factor for the company against industry giant McDonalds.

Question 02: How would you evaluate Tony Kitchner’s effectiveness as the first head of Jollibee’s international division? Does his board strategic thrust make sense? How effectively did he develop the organization to implement his priorities?

Tony Kitchner’s effectiveness as the first head of the Jollibee’s international division can be considered as a failed attempt because of the fact that he followed the sprinkler approach. The reason is simple, since he entered many countries simultaneously where he opened up stores and fast food outletsin many countries simultaneously. However, since the company did not have enough budgets to spend upon promoting its brand in the new markets, therefore the idea of expanding in many countries was a fail attempt. Along with this, the limited resources were also a concern that backfire the approach of Kitchner. He did not have enough revenues to integrate in the new markets.

Kitchner board strategic thrust does not make sense because he wanted the international division to be entirely separate from the Jollibee operating in Philippines. Kitchner wanted to make the international division an entirely different unit where he did not allowed the interference of the skills and expertise of Philippine population.

In spite of his failure as the first head of the Jollibee’s international division, Kitchner was able to develop and align the overall idea of international division by focusing on the R&D and innovation, where he focused on improving the menu for the international division.

Jollibee Foods Corporation (A) International Expansion Case Solution

Question 03: As Noli Tingzon, how would you deal with three options described at the end of the case?

            The three growth options that are available in the case that shall help decide the company in the future isto enter the Papua New Guinea: Raising the Standard, Hong Kong: Expanding the Base and the California: Supporting the Settlers.

Papua New Guinea: Raising the Standard:

            The first option is to expand itself in the Papua New Guinea market because the total population of the country is five million whereas the total number of fast food restaurant is three which deliver below standard quality. As per Quality Assurance Manager Gil Salsova he believed that if Jollibee can enter this market, it shall be able to penetrate in the market and can gauge in customers towards the products offered by Jollibee.

Hong Kong: Expanding the Base:

            The second growth option available for the company is to open up a fourth store in Honk Kong. The country has been facing management issues and the franchise has been unable to attract the local population. Moreover, the recognition of McDonalds has been quite high where the people have preferred it. The menu was also unappealing to the local population. The management issues were also quite evident within the country........................

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Jollibee Foods Corp. (A): International Expansion

Subjects Covered Expansion Implementing strategy International business Marketing implementation Multinational corporations

by Christopher A. Bartlett, Jamie O’Connell

Source: HBS Premier Case Collection

23 pages. Publication Date: Jul 07, 1998. Prod. #: 399007-PDF-ENG

Jollibee Foods Corp. (A): International ExpansionHarvard Case Study Solution and HBR and HBS Case Analysis

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Marketing Process Analysis

Segmentation, targeting, positioning, marketing strategic planning, marketing 5 concepts analysis, swot analysis & matrix, porter five forces analysis, pestel / pest / step analysis, cage distance analysis international marketing analysis leadership, organizational resilience analysis, bcg matrix / growth share matrix analysis, block chain supply chain management, paei management roles, leadership with empathy & compassion, triple bottom line analysis, mckinsey 7s analysis, smart analysis, vuca analysis ai ethics analysis analytics, jollibee foods corp. (a): international expansion, video marketing strategy / mba resources.

• Jollibee Foods Corp. (A): International Expansion, Video
• Strategy & Execution / MBA Resources

Introduction to Marketing Strategy Objectives & Process

EMBA Pro Marketing Strategy Solution for Jollibee Foods Corp. (A): International Expansion, Video case study

Presents interviews with CEO Tony Tan Caktiong and international division VP, Noli Tingzon, elaborating on issues and raising new issues on Jollibee's global strategy and organization.

Case Authors : Christopher A. Bartlett

Topic : strategy & execution, related areas : international business, marketing, strategy execution, emba pro marketing strategy approach for jollibee foods corp. (a): international expansion, video.

At EMBA PRO , we provide corporate level professional Marketing Mix and Marketing Strategy solutions. Jollibee Foods Corp. (A): International Expansion, Video case study is a Harvard Business School (HBR) case study written by Christopher A. Bartlett. The Jollibee Foods Corp. (A): International Expansion, Video (referred as “Caktiong Jollibee's” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Marketing Mix, Product, Price, Place, Promotion, 4P, International business, Marketing, Strategy execution. Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Strategy & Execution field, company, context, collaborators, competitors, customers, Marketing Mix factors, Products related decisions, pricing strategies and more.

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Marketing Strategy Introduction

Objectives of different types of marketing strategies.

Better establish the brands of Caktiong Jollibee's – Brand awareness and positioning is one of the critical objectives of marketing and often organization spend a significant part of marketing budget on brand positioning.

Bring in new customers to Caktiong Jollibee's – It may involve launching version of product that can appeal to new segment of customers or entering into new markets.

Increase sales of Caktiong Jollibee's – The goal of marketing efforts is to increase sales of the present products. It may involve selecting a new target segment or positioning an existing product differently to a new segment.

Introduce a new product or service of Caktiong Jollibee's – It is the traditional function of marketing mix – launching a new product and communicating its features, superior value proposition, and uniqueness.

Improve customer loyalty of Caktiong Jollibee's customers – Marketing efforts can be used to increase loyalty among existing customers by organizing events, and by providing post purchase information and services.

Get existing customers of Caktiong Jollibee's to buy more – It often involves selling accessories along with the existing products or increase the usage rate of the existing products. Increase usage rate is comparatively a difficult task even with a war chest of huge marketing resources.

Increase market share of Caktiong Jollibee's – Marketing efforts can be used to increase market share either by driving increase in sales to new customers or by driving higher sales to existing customers.

Definition of Marketing

According to American Marketing Association (AMA) – Marketing is a set of activities that an organization (both for profit & non-profit) undertakes to create, communicate, deliver, & exchange products & services that have value for the - customers, supply chain partners, clients, other stakeholders, and society at large. Kotler in his book “Principles of Marketing” explains - Marketing is a process through which firms such as Caktiong Jollibee's can create value for its current and potential customers, build relationship, and sustain that relationship by continuously meeting their needs.

Five Stages of Marketing Strategy Process

Over the last decade the traditional role of marketing has diminished with the rise of artificial intelligence driven algorithms that provides marketers an easy to measure tool based on impression, clicks, and other behavioral aspects. But one thing that has been lost in this easy to measure culture is – The power of marketing functions to create new markets and customer segments. At EMBA Pro, we believe that power of creating new markets still holds great potential for marketers in both digital world and traditional media. The five stages of Marketing Strategy Process of Caktiong Jollibee's are - Step 1 - Marketing Research & Analysis Step 2 - Segmentation, Targeting & Positioning Decisions Step 3 - Marketing Plan Step 4 - Designing a Marketing Mix using 4Ps - Product, Price, Place & Promotion Step 5 - Sustaining Value through Post Purchase Services

Step 1 - Marketing Research and Analysis

The first stage of the marketing process at Caktiong Jollibee's is to do research and analysis to identify unmet and even unknown customer needs. A good point to start for the research and development is to conduct a 5C Marketing Analysis . The 5C Marketing Analysis framework comprises –

Customers Needs– What are the needs that Caktiong Jollibee's seek to satisfy. Who are the present customers and who are the potential customers for the new product or service.

Company – What are the resources and special skills that Caktiong Jollibee's needs to possess to create products that can fulfill the needs of the prospective customers. Check out the detailed SWOT Analysis for Caktiong Jollibee's on the following page.

Competitors – Who are the competitors in the target market and what value proposition they are offering in the market place. Do they possess enough financial and knowledge resources to develop new products to compete with Caktiong Jollibee's.

Collaborators – What sort of supply chain and value chain partners Caktiong Jollibee's needs to develop and deliver new product to final consumer. What are the respective bargaining powers of value chain partners.

Context – What are the macro and micro environment factors that impacts the business environment in which Caktiong Jollibee's operates in. You can check out PESTEL analysis of Caktiong Jollibee's in greater detail on the following page.

Step 2- Selecting Target Customer Segment

The second step of Marketing Process after completing the 5C analysis is – Selecting the Target Market. It requires three steps –

Segmentation

Market segmentation is the process through which marketing managers at Caktiong Jollibee's can divide the large market into smaller segments based on distinct needs, characteristics, or consumer behavior. Caktiong Jollibee's can do segmentation based on following criteria – geographic, demographic, usage, user status, income, lifestyle, value proposition priorties, benefits sought, loyalty status, gender, social class, self-perception, psychographic factors, and other attitudes. One of the most widely used multivariate segmentation system is – PRIZM, developed by Claritas. It is widely used by various marketing and advertising agencies. It comprises 68 customer segments based on the US Household Purchasing Preferences data.

Once the overall market is divided into various segments then Caktiong Jollibee's needs to choose a target segment or few target segments. The key is not to be everything to everybody as the products can only deliver specific value proposition.

Conducting a Segment Attractiveness Analysis

First step in the targeting process is to conduct a Segment Attractiveness Analysis. Under the Segment Attractiveness Analysis all the segments are evaluated based on the following criteria –

Profitability in various segments – Some segments often have higher margins compare to another as explained in the automobile industry example above.

Customer behavior and loyalty analysis – How customers are behaving in each segments and are there opportunities of over lapping. Loyalty behavior analysis is also a critical factor in analyzing the conversion rate if the Caktiong Jollibee's core strategy is based on attracting existing players’ customers.

Maturity of the market – For example within the car industry the SUV category is more mature than Electric Vehicle market, so the margins can be very limited in the SUV category but the demand forecasting is easy. On the other hand EV division can have higher margins because of lower competition but the demand forecasting can be a difficult process.

Mode of competition and business models – Sometimes the way competitors compete shape the whole landscape of an industry. For example email can easily be - paid product- , but organizations chose to make it free products to increase customer base and lure in advertisers. So if Caktiong Jollibee's is trying to enter a segment where revenue from other division is financing the core service then it has to build a requisite business model where revenue is driven by an adjacent or related product and service.

Differentiation & Positioning

Differentiation process involves how Caktiong Jollibee's is differentiating its products and services in the market place compare to its competitors. Positioning is the position of the brand or Caktiong Jollibee's products in minds of target customers – based on distinctive features, qualities and functions.

The differentiation and positioning task at Caktiong Jollibee's require marketing managers to do -

Identify competitive advantage or unique value proposition on which position the brand in the mind of the consumers.

Choose competitive advantages that are most compatible with Caktiong Jollibee's marketing strategy. Marketing managers at Caktiong Jollibee's can make perceptual maps to better understand competitive positioning of various brands in the market place.

Finally Positioning the brand as a deliverer of superior value to the target segment and effectively communicating that position to consumers using marketing mix and promotion mix.

You can also check out EMBA Pro - 5C Marketing Analysis of Jollibee Foods Corp. (A): International Expansion, Video

Step 3- making a marketing plan.

1. Objectives of the Marketing Plan : There are various objectives for which Caktiong Jollibee's marketing managers can make marketing plan – New product launch, repositioning of existing brand, targeting new customer segment, entering international markets etc.

2. Marketing and financial goals and objectives: The second step is to correctly assess how much financial resources will be required to execute the marketing plan. It involves resources spent from product development to building a communication strategy mix.

3. Marketing mix: Building a marketing mix based on the marketing plan objectives and limitations imposed upon it by the financial resources.

4. Marketing budget: Budget each prospective activity that will be under taken under marketing mix strategy.

5. Monitoring and evaluating performance: Carefully monitor each marketing mix activity and analyze the target performance with the actual performance. Which media vehicles are performing better compare to others etc. This will help in making changes and adaptation as we go along.

Step 4 – Four P's of Marketing Mix & Go-To Market Strategy – Capturing Value

Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps of Marketing Mix). To design the best marketing strategy and mix, Caktiong Jollibee's should closely adopt the Four Ps of Marketing mix in accordance with trends and forces in Caktiong Jollibee's ’s marketing environment.

Product - Understand the deep-seated drivers of perceptions and behavior of consumers and develop a product that appeal to those drivers.

Place – Evaluate the buying behavior and distribution channel costs to make a channel decision.

Promotion - Engage with customers through use cases and benefits instead of functionalities and features. Communication should be focused on experience rather than product features.

Price – Price is often determined by marketing strategy, cost structure of the company, competitive positioning of firm, brand positioning, and various other factors. If the business model is built on conversion of existing customers then Caktiong Jollibee's needs to arrive at a price through research at which the present customers are willing to switch to a new brand.

Step 5 - Post Purchase Services – Sustaining Value

Even though the number varies, the efforts taken to gain new customers are far more and costly than those to keep the present customers loyal. Post purchase services are critical to foster loyalty among the customers. Various ways in which Caktiong Jollibee's can improve the post purchase experience of the existing customers –

Providing regular maintenance services and spare parts, if the customer needs them.

Providing product care tips.

Providing installation and other related services.

Building communities where customers can share experience and help other customers.

Taking regular feedback from customers and asking them how certain features can be enhanced.

Post purchase services are critical not only to foster loyalty among the customers but also to get continuous feedback and improve the products.

5C Marketing Analysis of Jollibee Foods Corp. (A): International Expansion, Video

4p marketing analysis of jollibee foods corp. (a): international expansion, video, porter five forces analysis and solution of jollibee foods corp. (a): international expansion, video, porter value chain analysis and solution of jollibee foods corp. (a): international expansion, video, case memo & recommendation memo of jollibee foods corp. (a): international expansion, video, blue ocean analysis and solution of jollibee foods corp. (a): international expansion, video, marketing strategy and analysis jollibee foods corp. (a): international expansion, video, vrio /vrin analysis & solution of jollibee foods corp. (a): international expansion, video, pestel / step / pest analysis of jollibee foods corp. (a): international expansion, video, case study solution of jollibee foods corp. (a): international expansion, video, swot analysis and solution of jollibee foods corp. (a): international expansion, video, references books on marketing strategy.

Kotler & Armstrong (2017) "Principles of Marketing Management Management", Published by Pearson Publications. W. Chan Kim and Renée Mauborgne (2017) Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth, Sep 26, 2017 W. Chan Kim and Renée Mauborgne (2015) Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant, Jan 20, 2015 Christopher A. Bartlett (2018) , "Jollibee Foods Corp. (A): International Expansion, Video Harvard Business Review Case Study. Published by HBR Publications.

M. E. Porter , Competitive Strategy(New York: Free Press, 1980)

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Marketing strategy of Jollibee Foods Corporation

Posted by Zander Henry on Aug-22-2018

1. The vision of Jollibee Foods Corporation

The vision of Jollibee Foods Corporation is to be the leading quality service and product provider for customers. Being the best and the leading player means that Jollibee Foods Corporation marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Jollibee Foods Corporation

Jollibee Foods Corporation marketing strategy is grounded in its mission. The mission for Jollibee Foods Corporation is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Jollibee Foods Corporation as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Jollibee Foods Corporation

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Jollibee Foods Corporation. The knowledge of brand equity will help in shaping Jollibee Foods Corporation marketing strategy effectively – thereby facilitating the growth of business for Jollibee Foods Corporation.

3.1. Brand awareness

• Jollibee Foods Corporation has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Jollibee Foods Corporation has modified marketing and strategic directives and plans

3.2. Brand association

• Jollibee Foods Corporation is directly associated with the brand name and product category
• Jollibee Foods Corporation has a broad product portfolio
• Jollibee Foods Corporation is associated with promising and delivering quality and innovative products
• Jollibee Foods Corporation is also associated with excellent customer service

3.3. Brand loyalty

• Jollibee Foods Corporation has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Jollibee Foods Corporation has a global customer base
• Jollibee Foods Corporation keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Jollibee Foods Corporation has a substantial brand value
• Jollibee Foods Corporation also enjoys the high financial worth
• Jollibee Foods Corporation focuses on building a reliable and robust employee base

3.5. Brand element

• Jollibee Foods Corporation uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Jollibee Foods Corporation

The situational analysis will help in developing the marketing strategy of Jollibee Foods Corporation by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Jollibee Foods Corporation.

4.1.1. Strengths

Jollibee Foods Corporation marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research

4.1.2. Weakness

Jollibee Foods Corporation faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Jollibee Foods Corporation has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Jollibee Foods Corporation faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. political.

• Jollibee Foods Corporation operates I markets with political stability
• Jollibee Foods Corporation has funding support from the government for small businesses

4.2.2. Economic

• Jollibee Foods Corporation enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Jollibee Foods Corporation
• Low inflation strengthens the financial position of Jollibee Foods Corporation

4.2.3. Social

• Higher education and awareness increases sales of Jollibee Foods Corporation predict
• Jollibee Foods Corporation focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Jollibee Foods Corporation has an active CSR program
• Jollibee Foods Corporation ensures environmental safety in all its operations

4.2.5. Legal

• Jollibee Foods Corporation is aware of local and global laws of business and human resource management
• Jollibee Foods Corporation abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. threat of substitutes.

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Jollibee Foods Corporation: The Marketing Strategy of Jollibee Foods Corporation

Jollibee Foods Corporation marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Jollibee Foods Corporation brand and products by 30%
• Increase sales for Jollibee Foods Corporation by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Jollibee Foods Corporation during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Jollibee Foods Corporation

Jollibee Foods Corporation marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

Jollibee Foods Corporation has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Jollibee Foods Corporation has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Jollibee Foods Corporation, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Jollibee Foods Corporation consumers:

• Professionals
• House makers

6.2. Psychographic segmentation

6.2.1. social class.

• Jollibee Foods Corporation focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Jollibee Foods Corporation consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. region.

• Jollibee Foods Corporation has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Jollibee Foods Corporation remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. personality.

The marketing strategy defines personality characteristics for the consumers of the brand of Jollibee Foods Corporation, such as:

• Hardworking

6.4.2. Usage frequency

• The consumer segments for Jollibee Foods Corporation are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Jollibee Foods Corporation Positioning of Jollibee Foods Corporation

The marketing strategy of Jollibee Foods Corporation targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Jollibee Foods Corporation is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Jollibee Foods Corporation focuses on quality control

7.2. Mass marketing

• The marketing strategy of Jollibee Foods Corporation focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Jollibee Foods Corporation makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Jollibee Foods Corporation does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Jollibee Foods Corporation also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Jollibee Foods Corporation has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Jollibee Foods Corporation has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Jollibee Foods Corporation

The marketing strategy of Jollibee Foods Corporation stands out from the clutter and competition. Jollibee Foods Corporation has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Jollibee Foods Corporation has utilized:

8.1. Cost-effectiveness

• Jollibee Foods Corporation focuses on reaching consumers effectively rather than grandeur
• Jollibee Foods Corporation focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Jollibee Foods Corporation has in-house copywriters for marketing campaigns which also helps in controlling costs
• Jollibee Foods Corporation also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Jollibee Foods Corporation has stayed updated with latest developments in marketing research and marketing knowledge
• Jollibee Foods Corporation makes use of new and innovative tactics to reach its target consumers
• Jollibee Foods Corporation also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Jollibee Foods Corporation is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Jollibee Foods Corporation marketing strategy is strongly grounded in consumer and market research
• Jollibee Foods Corporation makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Jollibee Foods Corporation also incorporates consumer feedback in its marketing strategy
• Jollibee Foods Corporation marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Jollibee Foods Corporation
• In addition to fulfilling functional needs, Jollibee Foods Corporation also tries to fulfil the emotional and psychological needs of the consumer
• Jollibee Foods Corporation tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Jollibee Foods Corporation

Jollibee Foods Corporation marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Jollibee Foods Corporation makes use of intensive distribution strategy because it is mass marketing
• Jollibee Foods Corporation’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Jollibee Foods Corporation tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Jollibee Foods Corporation uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Jollibee Foods Corporation also makes use of modern retailing channels
• Also, Jollibee Foods Corporation makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Jollibee Foods Corporation to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Jollibee Foods Corporation does not have a subsidiary
• In these offshore locations, Jollibee Foods Corporation largely works through the export model
• This makes use of several intermediaries in between, before the product by Jollibee Foods Corporation reaches the target consumers
• Intermediaries for Jollibee Foods Corporation include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Jollibee Foods Corporation makes use of selective distribution channel
• Jollibee Foods Corporation has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Jollibee Foods Corporation has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Jollibee Foods Corporation

The industry in which Jollibee Foods Corporation operates is very responsive to market and consumer trends. Jollibee Foods Corporation, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Jollibee Foods Corporation competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Jollibee Foods Corporation also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Jollibee Foods Corporation experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Jollibee Foods Corporation

The marketing mix for Jollibee Foods Corporation as per the marketing strategy is the following:

11.1. Product

• Jollibee Foods Corporation provides mass marketed products for all segments across the market undifferentiated
• Jollibee Foods Corporation also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Jollibee Foods Corporation maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Jollibee Foods Corporation wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Jollibee Foods Corporation also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Jollibee Foods Corporation also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Jollibee Foods Corporation prices its products so that its target consumers can afford it easily
• Jollibee Foods Corporation uses relative pricing strategy for its products
• The price of Jollibee Foods Corporation’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Jollibee Foods Corporation has a high budget allocated towards marketing activities
• The Jollibee Foods Corporation invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Jollibee Foods Corporation marketing strategy to cap costs and expenses
• Jollibee Foods Corporation also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Jollibee Foods Corporation also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Jollibee Foods Corporation has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Jollibee Foods Corporation hires without discrimination
• Jollibee Foods Corporation ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Jollibee Foods Corporation focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Jollibee Foods Corporation - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Jollibee Foods Corporation are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Jollibee Foods Corporation

11.7. Physical evidence

• The physical evidence for Jollibee Foods Corporation includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Jollibee Foods Corporation, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Jollibee Foods Corporation is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Jollibee Foods Corporation for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Jollibee Foods Corporation

12.1. digital marketing.

• The company uses social media for reaching consumers effectively
• The Jollibee Foods Corporation interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Jollibee Foods Corporation also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Jollibee Foods Corporation brand

13. Monitoring and evaluation of the marketing strategy of Jollibee Foods Corporation

13.1. changes in sales.

• Jollibee Foods Corporation regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Jollibee Foods Corporation
• Sometimes, Jollibee Foods Corporation experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Jollibee Foods Corporation frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Jollibee Foods Corporation to gather feedback on its marketing strategy and helps it understand consumers better
• Effectiveness of marketing strategy of Jollibee Foods Corporation can also be seen through the revenue and profit growth
• Return on investment allows Jollibee Foods Corporation to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Jollibee Foods Corporation are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Jollibee Foods Corporation

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