Case Study: Right Timing, Right taste. A Philippine chain eats McDonald’s for breakfast

Point of View- President of Jollibee Corporation

(Tony Tan Caktiong)

Time Context5moths to 1 year

Statement of the Problem

Planning to franchise in US?Balancing net income of Jollibee from local to international?

Statement of the Object

To be able to franchise in US.

To be able to balanced net income from international.

STRENGTH WEAKNESSESS OPPORTUNITIES THREATS

Philippines Largest fast food chain

Locality

Suited for the taste of every Filipino nation

Quality of chicken

Services of employee

The thickness of their chocolate sundae

The taste of their burgers

Expansion program in other Asian countries

Chinese nation bullish Jollibee corporation because of preparedness eating noodles rather than chicken

Areas of Consideration

Alternative Cause of Action

Plan an alternative action from expansion in other countries like US that they will rely to the taste of the foreigners.

Much better if they focus on the sales in local rather than international because sales locally was increase rather than international. Foreign do not hocked up to the taste of Jollibee products.

Analysis of the ACA’s

Advantage: Expansion in other should be very wide marketing campaign in order to optimize advantage on consumer loyalty.

- They will balance what is good in the company in terms of saleability between local and international.

Disadvantage: Consumer cannot patronized Jollibee because of the different taste and quality offered.

- Because of the big competitors, Jollibee are find difficult to market their product in local market.

Recommendation

We recommend that they focus more on improving their products in the Philippines since their branches here are like their

goldmine and open their

branches in the Philippines

24 hours not only in Manila.

Plan of Action

ACTIVITY OBJECTIVES

PERSON INVOLVED

TIME FRAME

Research To be able to franchise in US

To be able to balanced net income from international

Jollibee Corporation President

1 year

S.W.O.T. Analysis

Strength• Customer Loyalty When given a choice, customers are loyal to

Jollibee. Instead of targeting new customers in order to grow their business, there is a specific target market already which are the kids or the whole family.

• Cost Advantage• Lower costs lead to higher profits for Jollibee.

Low cost leader can under cut rivals on price.

WEAKNESS

• Lack of supplyThere are times that Jollibee runs out of chicken

to be served to their customers in some of their outlets because of the delays of the delivery of their suppliers.

• Services of Employee It isn’t new that Jollibee crews are sometimes

having a hard time trying to serve massive customers as fast as they could but it can be minimized if they hire more crew.

• SanitationOne of the major irregularities of Jollibee is the

maintenance of their facilities especially their comfort room, utensils are not properly washed, bussing out of tables, same crew that serves the food is also the one who clean the toilet ,etc.

OPPORTUNITY

• Online Market Offers Jollibee the ability to greatly expand their

business through World Wide Web. Jollibee can market to a much wider audience for relatively little expense.

• International ExpansionSince there’s a lot of Filipinos all over the globe,

having an international outlet of Jollibee will be a great opportunity for them to reach out Filipinos and to attract new customers.

THREATHS

• Intense Competition Intense competition can lower Jollibee’s profits ,

because competitors can entice consumers away with superior products that Jollibee doesn’t have.

• Change in TastesConsumer can change their taste very quickly.

Jollibee depends on knowing which goods and services consumers want. Change in tastes’ Jollibee has a significant impact so an analyst should put more focus into it.