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1. MarketingPlan Page 1

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TABLE OF CONTENTS

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Executive Summary

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Market Situation
In 2014 Jollibee went back to the basics and put in a significant effort and investments
behind its flagship products. Chickenjoy, Jollibee Spaghetti and Yam Burger. Jollibee
also launched its new Cheesy Bacon Mushroom Yum, Garlic Pepper Beef, Ultimate
Burger Steak, Amazing Aloha Champ.
By the end of 2014, there were 858 Jollibee stores nationwide, of which 435 were
franchised and 423 were company owned.

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III. Current Marketing Situation

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a. Product Situation
Jollibee has taken the focused differentiation approach. Jollibee’s products are very
unique and unusual compared to that of its competitors such as McDonalds, Subway,
and Greggs. Jollibee possesses a Filipino flair added to all of their products making it a
very specialized menu versus a generalized menu that is common in the fast food
industry.
Jollibee‘s growth is due to its delicious menu line-up like its superior tasting Chickenjoy,
mouth-watering Yum burger and Champ hamburger, and deliciously satisfying Jollibee
Spaghetti. The Jollibee Pasig City commissary has production lines for breads and
sauces, and is the distribution center for North Manila and North Luzon. In 1996,
Jollibee opened the Vismin Foods Corporation (VFC) in Mandaue City, Cebu to service
the Visayas and Mindanao areas. VFC has its own bread, pie, sauce, and frozen patty
lines. The Laguna commissary is the biggest and most advanced in the country and
among Asia‘s best.
It is tried and tested formula of delivering great-tasting food, adherence to world class
operating standards and the universal appeal of the family values the brand represents
that are driving the expansion of Jollibee both locally and in the overseas market.

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b. Competitive Situation
McDonalds
It is the world's largest chain of hamburger fast food restaurants,
serving around 68 million customers daily in 119 countries
across 35,000 outlets. Founded in the United States in 1940, the
company began as a barbecue restaurant operated by Richard
and Maurice McDonald.
A McDonald's restaurant is operated by either a franchisee, an affiliate, or the
corporation itself. The McDonald's Corporation revenues come from the rent, royalties,
and fees paid by the franchisees, as well as sales in company-operated restaurants. In
2012, the company had annual revenues of $27.5 billion and profits of $5.5
billion. According to a 2012 BBC report, McDonald's is the world's second largest
private employer behind Walmart with 1.9 million employees, 1.5 million of whom work
for franchises. McDonald's primarily sells hamburgers, cheeseburgers, chicken, french
fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing
consumer tastes, the company has expanded its menu to
include salads, fish, wraps, smoothies, fruit and seasoned fries.

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KFC
KFC is a fast food restaurant chain that specializes in fried
chicken and is headquartered in Louisville, Kentucky, in the
United StatesIt is the world's second largest restaurant chain
after McDonald's, with 18,875 outlets in 118 countries and
territories as of December 2013.
KFC was one of the first fast food chains to expand internationally, opening outlets in
Canada, the United Kingdom, Mexico, and Jamaica by the mid-1960s. Throughout the
1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a
series of changes in corporate ownership with little or no experience in the restaurant
business.
KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe
of 11 herbs and spices. The constituents of the recipe represent a notable trade secret.
Larger portions of fried chicken are served in a cardboard "bucket", which has become
a well known feature of the chain since it was first introduced by franchisee Pete
Harman in 1957. Since the early 1990s, KFC has expanded its menu to offer other

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chicken products such as chicken fillet burgers and wraps, as well as salads and side
dishes, such as French fries and coleslaw, desserts, and soft drinks, the latter often
supplied by PepsiCo. KFC is known for its former and current slogan "Finger Lickin'
Good", which was replaced by "Nobody does chicken like KFC" and "So good" in the
interim.

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Wendy’s
Wendy's is an American international fast food restaurant chain
founded by Dave Thomas on November 15, 1969, in
Columbus, Ohio, United States. The company moved its
headquarters to Dublin, Ohio, on January 29, 2006.
Wendy's was the world's third largest hamburger fast food chain with approximately
6,650 locations, following Burger King. On April 24, 2008, the company announced a
merger with Triarc, the parent company of Arby's. Despite the new ownership, Wendy's
headquarters remained in Dublin. Previously, Wendy's had rejected more than two
buyout offers from Triarc Companies Inc. Following the merger, Triarc became known
as Wendy's/Arby's Group (now The Wendy's Company), a publicly traded company.
Approximately 85% of Wendy's restaurants are franchised, all of which are located
in North America. Wendy's and its affiliates employ more than 47,000 people in its
global operations. In fiscal year 2006, the firm had $2.469 billion (USD) in total
sales.[7] While Wendy's sets standards for exterior store appearance, food quality and
menu, individual owners have control over hours of operations, interior decor, pricing
and staff uniforms and wages.

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Wendy's menu consists primarily of hamburgers, chicken sandwiches, French
fries and beverages, including the Frosty. Unlike Burger King and McDonald's, the
company does not have a signature sandwich, such as the Whopper or the Big Mac.
Instead, it has the Dave's Hot 'N Juicy 1/4 lb. Single (introduced in 2011 as a reworking
of the longstanding Wendy's Single), a square-pattied burger made with fresh ground
beef rather than round frozen patties. Wendy's uses these square hamburger patties –
which will hang over the edge of a circular bun – as its signature item.

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Direct Competitors and Jollibee Counts
Jollibee
Mcdonalds
Wendy's
KFC
Burger King
Direct Competitors and Jollibee
Counts % Equivalent
Jollibee 752 59%
Mcdonalds 300 24%
Wendy's 40 3%
KFC 150 12%
Burger King 24 2%

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c. Distribution Situation
Jollibee has been known as the country's leading fast food chain; it has grown
exponentially on all aspects on operation. As regards to Jollibee’s value chain elements,
the corporation managed to enhance their production, and services to meet the needs
of their consumers.
Some of Jollibee’s raw materials processed and manufactured products are imported
and are grown by their suppliers. Jollibee has developed long-term deals with these
partners. This means that the supply chain works in a reliable working environment
between the supplier and Jollibee. However, due to global trade barriers, coupled by the
increase in crude prices, it is possible that Jollibee scraps international sourcing
activities. This could lead to reinventing the corporation’s procurement process, and
obtain what is available in the country. Jollibee also distributes their product to
franchises and fully-owned stores all over the Philippines. Because of Jollibee’s
distribution system, it is an advantage to have a centralized processing and
manufacturing quarters that delivers to stores in proximity. Thus, Jollibee has a timely
basis delivery for perishables and maintain its quality until it reaches the consumers.

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d. Macro Environment Situation
 Political
The operations of Jollibee are affected by the government policies on the regulations of
fast food operation. Currently government are controlling the marketing of fast food
restaurant because of health concern such as cardio vascular and cholesterol issue and
obesity among the young and children in the country. Governments also control the
license given for open the fast food restaurant and other business regulation need to
follow such as for a franchise business. Good relationship with government in giving
mutual benefits such as employment and tax is a must for the company to succeed
in any foreign market. McDonalds should also protect its workers by ensuring all the
hiring, compensation, training or repatriation is according to Philippines Labor Law as
stipulated.
 Economics
As a business entity, Jollibee need to face a lot of economic variables outside its
company or its macro environment. Working on the local country, Jollibee must
face government regulations on tax of profit where it gains from the operation and other
tax such as entertainment and restaurant service tax. Each country may have different
scale or types of tax available and Jollibee should follow the regulation if it wants to
continue the operation. As a franchise, Jollibee should also pay certain percentage of
the revenue to the parent company in United States. The economic condition and

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growth of the country also is an important indicator to the demand of products that
Jollibee offered. As the food priced slightly above normal foods, not many people will
have the income range to consume the products. Moreover if the economy is bad
and income per capita is affected, the demand of Jollibee product will certainly going
down. On the other hand the good economy also means disposable income is more and
people can spend more on more expensive food at fast food restaurant.
 Socio / Cultural
While more people are able financially to eat at more expensive outlet such as fast food
restaurant, they have higher expectation. They want to have quality in services and
more conveniences that can differentiate one restaurant from another. Young urban
consumers want technology in their life and facilities such as credit card payment,
wireless internet, cozy and relaxing ambient place, and other attraction for their hangout
and eating. All these needs should also be taken into consideration. There is not much
difference between cultural and the purchase of products in a single country but for
different countries cultural sensitivity should be upheld.
 Technology

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For a fast food restaurant, technology does not give a very high impact on the company
and it is not a significant macro environment variables. However Jollibee should be
looking to competitors innovation and improve itself in term of integrating technology
in managing its operation. For example in inventory system, supply chain management
system to manage its supply, easy payment and ordering systems for its customers and
wireless internet technology. Implementation of technology can make the management
more effective and cost saving in the long term. This will also make customer happy
if cost savings results in price reduction or promotional campaign discount which will
benefits them from time to time.

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IV. Situation Analysis
a. Opportunities / Threats Analysis
The main opportunities that the Jollibee facing are as follows:
- Growing Philippine’s economy per capital.
- Continuous product and service expansion.
- Adaptation on products and services to culture and tradition.
The main threats that the Jollibee facing are as follows:
- Consumers look for a healthier lifestyles.
- Industrialization
- High number of foreign companies entering the fast food market vs. local
brands.
- Non-compliance to sanity standards.

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b. Strength / Weaknesses
Some main strength are as follows:
- Quickest Serving Time Among Other Food Industry.
- Cost Saving / Systematic Food Preparation
- Option to deliver food to houses, offices and other establishment s.
- Wide-range of food options/choices.
- Customization of meal service tailor-fit to customers appetite.
- Position in strategic location in populated areas.
- Flexibility on preparing food time.
The main weaknesses of Jollibee are as follows:
- Product development for new offering takes too long / does not change product
often.
- Known to serve unhealthy meals.
- Limited menu offered to customers.
- High employee turn-over (operation)

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c. Issues Analysis
In August 2014, Jollibee had to temporarily closed down 72 stores under its umbrella,
representing 3.2% of its total store network, because of the limited availability of
chicken, burgers and other bestsellers due to its migration to a costly, new IT system.
The brand has taken a hit: aside from its loyal customers taking their disappointment to
social media, Jollibee has lost 6% of its sales at least for the first 7 days of August due
to the problem. Using Jollibee’s 2013 revenue, that amounts to P92 million. This is on
top of the P500 million ($11.37 million) that the company supposedly shelled out for its
new IT system.
1. System migration
Jollibee had been using a product from software company Oracle to manage its supply
chain, which includes inventory, placing of orders and delivery of supplies to stores.
Insiders said a dispute with Oracle prompted Jollibee to switch to its rival, SAP.
Now, supply-chain software products aren’t out-of-the-box that you can just install and
run. These need to be customized in order to fit a company’s business processes. The
customization usually takes months, if not over a year, and involves programming and
configuration. Jollibee outsourced this project to a large multinational IT service
provider. Jollibee’s Oracle system had been running for years, and most certainly, had
huge amount of complex programming and continuous modifications over time. There

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must have been fragile interrelationships between these programs and configurations,
making the migration to SAP a huge and risky move.
2. Staffing and expertise
The migration project was outsourced to a large multinational IT service provider, with
no sizable local team handling SAP, according to members of the Philippine SAP
community I was able to interview. My interviewees have never heard of that vendor
taking on Philippine projects using SAP before, which is why they concluded that the
vendor does not have significant SAP expertise locally.
Also, they said there was a flurry of recruiting for SAP professionals for that vendor. It
was a “red flag” because it seemed the vendor was having trouble filling positions
required for the project. The vendor reportedly brought in people from India and other
countries, but sources said the project remained understaffed.
To assemble a large team of outsiders and have them work on a complicated project
that quickly? It’s troublesome. We can assume the outsiders have not worked under a
common methodology and culture. They don’t have a common understanding of
standards and processes. It takes a while to learn the ropes.

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3. Schedule and size
This is a half-a-billion-peso project, but it has an operating schedule of just a little over a
year – from the time the recruitment activity started till the supply chain issue broke out.
Many of the projects I’ve seen costing just 5% of this amount had a two-year timetable.
A project of this size will require 3 to 5 years to properly implement – from inception to
transition. Maybe this was just the first phase, but unfortunately for Jollibee it was
already costly.
4. Testing
Testing to check if the system’s features and processes are working is one of the most
overlooked aspects of IT projects. Unfortunately, most projects do this towards the end.
The later the defects are found, the more expensive they are to fix.

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V. Financial Objectives
Since its inception as a corporation in the late 70s, Jollibee has seen strong financial
growth. As seen in the financial data provided, Jollibee’s sales and revenue has been
on the rise in the recent years. As shown in their revenues, an amount of P12.9 billion
pesos in 1998 was gradually increased to P35.9 billion pesos in 2016, and indicating
strong growth and ability to compete in the already dense fast food market locally and
internationally. The organization going public on the Philippine Stock Exchange in 1993
acts as a foundation for the rapid expansion of its stores locally and internationally.
Since its inception as a corporation in the late 70s, Jollibee has seen strong financial
growth. As seen in the financial data provided, Jollibee’s sales and revenue has been
on the rise in the recent years. As shown in their revenues, an amount of P12.9 billion
pesos in 1998 was gradually increased to P35.9 billion pesos in 2016, and indicating
strong growth and ability to compete in the already dense fast food market locally and
internationally. The organization going public on the Philippine Stock Exchange in 1993
acts as a foundation for the rapid expansion of its stores locally and internationally.

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VI. Marketing Objectives

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VI. Marketing Strategies
a. Target Market
The target market of Jollibee is the children composed of families, individuals, youths
as well as the olds. Because at morning they have the coffee and value meals, and at
the same time they even go to the grave yard shift people. They also cater to 24/7. So
in short they are always available at day and at night they capture practically all.
Franchising is a very good option. What you only need is money and after that you are
assured.

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a. Positioning
The Jollibee is emphasis on store location and positioning. In the
minds of the consumer Jollibee is the place that they would enjoy
eating fast food. It is also the place for the youngster to gather
together. This entails proper branding and positioning of the service
offered. Jollibee also projected itself as world class and not a local
brand. The service that is offered should be consistent over all
Jollibee stores.

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b. Product Line
 Burgers
- Jollibee Champ
- Yum Burger
 Yum w/ Cheese
 Yum w/ TLC
 Noodles
- Jollibee Spaghetti
- Jollibee Palabok Fiesta
 Chicken
- Jollibee Chicken Barbeque
- Jollibee Chickenjoy
- Jollibee Spicy Chickenjoy
- Chicken Bucket
 Sandwiches
- Jolly Hotdog (Regular & Classic)

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 Breakfast Meal
- Sausage & Egg Pandesal
- Crispy Bangus
- Breakfast Joys
 Longganisa
 Corned Beef
 Beef Tapa
 Burger Steak
 Hotdog
 Pancakes
 Rice Meal
- Beef w/ Mushroom
- Shanghai Rolls
- Burger Steak
- Crispy Bangus

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 Dessert
- Ice Craze
 Mango Caramel Surprise
 Ube Cheesy Magic
- Sundae
 Chocolate
 Rocky Road Brownie
 Black Forest
- Swirly Bitz
- Jolly Crunchy Twirl
- Peach Mango Pie
 Add-Ons
- Jolly Crispy Fries
- Creamy Macaroni Soup
- Tuna Pie
 Jollibee Kids Meal
- Yum Burger Plus Toy
- 1-Peace Burger Steak Plus Toy
- Jolly Spaghetti Plus Toy
- 1-Peace Chickenjoy Plus Toy

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c. Price

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a. Distribution Outlets

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d. Service
Jollibee offered the following services:
 8-7000 Jollibee Express Delivery Services
 Jollibee Kids Party

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 Jollibee Drive Thru
 24-hours Service

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e. Advertising Strategy
Jollibee advertise their products and services by means of the following:
 Radio Commercials
 Flyers / Leaflets
 Banners and Billboards
 TV Commercials

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f. Public Relation Strategy

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VII. Action Program
Month of November 1-30, 2015
For the month of November, we are planning to offer to the costumer the rebates of
₱50.00 for every ₱500 purchase of product in all branches here the Philippines .It is
chance of the costumer to save money while eating delicious food.
Monthly
Target Sales
Daily Target
Sales
Estimated
Rebates
Receipt
Ratio per
Rebates
Budget Plan
for every
store
₱6,000,000 ₱200,000 400pcs 50:500 or 1:10 ₱20,000
rebates
₱15,000,000 ₱500,000 1000 pcs. 50:500 or 1:10 ₱50,000
rebates
₱30,000,000 ₱1,000,000 2000 pcs. 50:500 or 1:10 ₱100,000
rebates
It is the estimated budget for every store that always target their Monthly and daily
sales.
According to the year survey, every month of November the sales decreased. It is one
of the strategies and tools that we should offer to the company.
For the next year (2016)
Children party discount
Jollibee allows the Kids Party to have 15% discount for the product that they purchase
in every invite of 50 kids above and get their toys individually. It can apply in all
branches.
Minimum of Kids Minimum amount Discount Budget offer of JFC
50 above ₱5000 15% ₱750
Computation
₱5000
- 15%
------------
₱4,250- the total amount discounted for every ₱5,000

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Costumers that avail the Kids Party should get the discount and add.