Ecomonic Study and Market Analysis of Jollibee Food Corporation

3268 Words Aug 10th, 2013 14 Pages
ECONOMIC STUDY AND MARKET ANALYSIS
OF
JOLLIBEE FOODS CORPORATION

JOLLIBEE FOODS CORPORATION: A COMPANY OVERVIEW
Jollibee Foods Corporation is one of the biggest known fast-food companies in the Philippines. Jollibee is a dominant market leader in the country that enjoys the biggest market share which is more than all the other multinational brands combined. Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice Cream Parlor which later grew into an emerging global brand in 1975. Sometimes in 1978, they shifted the business focus from ice cream to hamburger because of greater market opportunities. They started to serve hot meals, sandwiches, fries, spaghetti, and their very own fried chicken which they
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Services also include Jollibee Delivery, Jollibee Kids Party, Jollibee Drive-Thru, and Jollibee Open 24-Hour Service.

CUSTOMERS

Jollibee specializes on its local market and serves almost all customers. Jollibee is a company that values family and setting children with superior value. The food chain’s mascot is very appealing to kids that they gathered towards the mascot whenever it appeared in the public. Jollibee knows their target audience very well: the traditional family and all communication materials focus on the importance of family values, making Jollibee the number one family fast food chain in the Philippines and a growing international QSR player. Customer Satisfaction has always been the company’s mission. With this goal, it provides a wide range of various products which everyone could enjoy in their almost 752 outlets operating nationwide.

Jollibee fast food chain is situated near the schools and universities which their target markets are the students and its faculty members. Along the road or highway Jollibee is also located to serve customers from a long travelling and tiring trip. It could also found within the vicinity of the mall which serves the customer of the mall after having their grocery and shopping done. Jollibee is also situated near some gasoline station and established drive-thru services for those who dropped-by the gasoline station and wants to buy foods to eat while

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