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Chapter 1

Objective of the Study

This study aims to acquire knowledge on how to effectively manage a

business by knowing the marketing strategies used by Jollibee Food Corporation

in the operation of its business and how it deals with its competitors as well as its

people and the environment. It also aims to determine how the said company

maintains its good reputation in the industry despite the challenges that come in

its way.

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Jollibee Food Corporation: Values—Mission—Vision

Values

 Always put customer first


 Excellence through teamwork
 Spirit of family and fun
 Frugality, honesty and integrity
 Humility to listen and learn

Mission

We bring great taste and happiness to everyone.

Vision

To become the most dominant and best tasting quick service restaurants.
To be the most endearing brand.
To lead in product taste at alll times.
To provide fast and friendly services in every encounter.

Location and Setting

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JOLLIBEE VILLONGCO

Address: #1 Villongco Building, Villongco Street, Commonwealth, Quezon City

Landmark: Commonwealth Market

Website: http://www.jollibee.com.ph

Business Hours:

Weekdays: 6:00:00 AM - 10:00 PM

Weekends: 6:00:00 AM - 10:00 PM

Services: BREAKFAST, DELIVERY

Main Activities

Food Services and Drinking Places

Main Products

Fast food products, Hamburgers, Spaghetti, Fried Chicken

Company Description

Jollibee Foods Corporation (JFC) develops, operates and franchises fast-


food stores under the name 'Jollibee'. Incorporated in the year 1978, the
company's trademark food products are the Champ, Chicken Joy, Yum and
others. The company has local and international stores. JFC operates
commissaries in Laguna and Cebu. The two serves as a centralized system that
conduct sourcing to distribution operations. JFC sources its raw materials both
local and abroad.

Historical Backgroud of the Company

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I n 1 9 7 5 , To n y Ta n C a k t i o n g , a F i l i p i n o o f C h i n e s e
ancestry, and his brothers opened two ice cream parlors
in Manila’s commercial districts of Cubao and Quiapo.
ese ice cream parlors were an instant hit among food-
loving Filipinos, who came to associate the stores with
special occasions such as birthdays and holidays. In
no time, the Tan brothers had decided to expand their
menu and began oering other quick meals such as hot
sandwiches, spaghetti and burgers. Aer its second year
of operations, the Tan brothers noted that the store was
actually earning more from the side orders, speci cally
their burgers, than from the ice cream.
F o l l o w i n g t h e t a s t e a n d f e e l o f t h e m a r k e t , t h e Ta n
brothers decided to develop their own unique brand by
coming up with a menu that would appeal to the Filipino
palate. Jollibee was conceived as a fast-food outlet of high-
quality but reasonably-priced food products tailored
e sp e ci a ll y fo r Fi li p i no s, wh o w e re se rve d by a jo ll y,
“busy-as-a-bee” restaurant crew. Hence the birth of the
bright red and yellow “Jolly Bee” mascot, which had since
become a favorite among Filipino children. In response
to the growing popularity of their sweet homemade
burgers — made from their mother’s secret recipe — and
the other hot meals, Tony Tan and his brothers formed
I n 1 9 7 5 , To n y Ta n C a k t i o n g , a F i l i p i n o o f C h i n e s e
ancestry, and his brothers opened two ice cream parlors
in Manila’s commercial districts of Cubao and Quiapo.
ese ice cream parlors were an instant hit among food-
loving Filipinos, who came to associate the stores with
special occasions such as birthdays and holidays. In
no time, the Tan brothers had decided to expand their
menu and began oering other quick meals such as hot
sandwiches, spaghetti and burgers. Aer its second year
of operations, the Tan brothers noted that the store was
actually earning more from the side orders, speci cally
their burgers, than from the ice cream.
F o l l o w i n g t h e t a s t e a n d f e e l o f t h e m a r k e t , t h e Ta n
brothers decided to develop their own unique brand by
coming up with a menu that would appeal to the Filipino
palate. Jollibee was conceived as a fast-food outlet of high-
quality but reasonably-priced food products tailored
e sp e ci a ll y fo r Fi li p i no s, wh o w e re se rve d by a jo ll y,
“busy-as-a-bee” restaurant crew. Hence the birth of the
bright red and yellow “Jolly Bee” mascot, which had since

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become a favorite among Filipino children. In response
to the growing popularity of their sweet homemade
burgers — made from their mother’s secret recipe — and
the other hot meals, Tony Tan and his brothers formed
In 1975, Tony Tan Caktiong, a Filipino of Chinese ancestry, and his
brothers opened two ice cream parlors in Manila’s commercial districts of Cubao
and Quiapo. These ice cream parlors were an instant hit among foodloving
Filipinos, who came to associate the stores with special occasions such as
birthdays and holidays. In no time, the Tan brothers had decided to expand their
menu and began offering other quick meals such as hot sandwiches, spaghetti
and burgers. After its second year of operations, the Tan brothers noted that the
store was actually earning more from the side orders, specifically their burgers,
than from the ice cream. Following the taste and feel of the market, the Tan
brothers decided to develop their own unique brand by coming up with a menu
that would appeal to the Filipino palate. Jollibee was conceived as a fast-food
outlet of highquality but reasonably-priced food products tailored especially for
Filipinos, who were served by a jolly, “busy-as-a-bee” restaurant crew. Hence the
birth of the bright red and yellow “Jolly Bee” mascot, which had since become a
favorite among Filipino children. In response to the growing popularity of their
sweet homemade burgers — made from their mother’s secret recipe — and the
other hot meals, Tony Tan and his brothers formed Jollibee Foods Corporation
(JFC) in 1978 to exploit the possibilities of a hamburger concept more fully. By
that time, the firm had seven outlets. When McDonald’s entered the Philippine
market in 1981 and began opening stores in Manila, some industry observers
questioned whether the little 11-store local chain could survive. However,
Jollibee’s management team decided to see this as an opportunity that would
allow them to benchmark the American giant’s operations and then bring their
own chain up to world-class standards. In particular, they focused on learning
about the sophisticated operating systems that enabled McDonald’s to control its
quality, costs, and service at the store level — an area of weakness in the local
firm that had constrained further expansion. As Tony Tan gained a better
understanding of McDonald’s business model, he recognized not only strengths

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but also specific areas of weakness in the latter’s strategy, reflecting its
standardized product line and a US-dominated decision processes. Capturing
Filipinos’ Taste buds In the Philippines, people love to eat and are used to doing
so up to five times daily, enjoying snacks in between meals and a comfortable
place to chat with friends and loved ones. As a result, the nation had become an
attractive market for global players such as McDonald’s, KFC, Wendy’s, Burger
King, and Pizza Hut. Yet, despite growing competition, Jollibee had managed to
maintain its dominant position as the leading fast-food chain in the Philippines,
with a menu tailored specifically to the Filipinos’ preferences. Jollibee’s keen
insight and understanding of the Filipino psyche had brought to everyone’s lips
the promise of langhap-sarap (freely translated, this means “smells good so it
must taste good”). In addition to meals with fries, Jollibee offered rice or spaghetti
with its entrees. Its moist burger patties and spicy sauces were so distinctly
Filipino that Jollibee’s burgers were often likened to what a Filipino mother would
cook at home. This strong understanding of Filipino’s taste and preferences set
Jollibee apart from its competitors. Although long-time favorites like Chickenjoy,
Spaghetti Special, Jolly Hotdog, French fries and Yumburgers still continued to
hold their appeal, over time, Jollibee had broadened the product range to create
more excitement and variety. The enlarged menu included more rice-based
products like Honey Beef Rice and Shanghai Rolls; a variety of burger choices
from mushroom to garlic and cheese, a variety of chicken dishes, more flavorful
desserts like the Ice Craze in Buko pandan (coconut and jelly) and mais con yelo
(sweet corn) served with milk and crushed ice; traditional Filipino breakfast rice
meals, and options such as the Tuna Pie and Pies-to-Go. Never before had
Filipinos — children, families, and adults from all walks of life — been offered so
much in a single location. Addition of New Brands By 1989, Jollibee had become
the first Philippine fastfood chain to break the one billion peso sales mark. In
1993, Jollibee Food Corporation (JFC) went public on the Philippine Stock
Exchange to broaden its capital base, laying the groundwork for expansion both
within and beyond Philippine shores. Over the years, the size, geographic
expanse and breadth of the company’s operations had continued to grow. In

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addition to the original chain of Jollibee burger restaurants, several new brands
had been added through acquisition. Even as the Jollibee brand achieved market
dominance, the firm was also pursuing a strategy of diversification as a hedge
against both competition and downturns in specific market niches. Reaching out
to other segments, Jollibee Foods Corporation had acquired a portfolio of other
fast-food concepts, to which it applied its carefully honed operational and
marketing skills. In 1994, it purchased Greenwich Pizza, the Philippines’ leading
pizza and pasta chain. The following year, seeking to cater to the changing taste
preferences of the Filipinos, JFC acquired the right to operate the Philippine’s
franchise of Délifrance, an international chain of French bakery-cafés
headquartered in France. In 2000, JFC bought Chowking Foods Corporation, the
Philippines’ top chain serving Chinese fast-food. Although Chowking had
reported excellent sales and performance since its purchase, it took time before
Greenwich Pizza was able to establish a strong position in the market. By the
end of 2003, JFC was the Philippines market leader in three segments. In the
hamburger and chicken segment, Jollibee had 467 outlets to only 240 for its
nearest rival, McDonald’s. In Chinese fast-food, there were 245 Chowking
restaurants, compared to 136 for its nearest competitor, Luk Yuen. And finally,
JFC’s pizza and pasta outlet, Greenwich, had 213 stores as compared to 113 for
its nearest rival, Pizza Hut. By that time, Jollibee had become an international
brand that, as management declared, made Filipinos proud. Forbes, Far Eastern
Economic Review, and Asian Business had all ranked JFC among Asia’s top
companies. It was recognized as the number one food company in Asia by
Euromoney, and as the bestmanaged company in the Philippines by Asiamoney,
and was consistently ranked among Asia’s best employers in the Far Eastern
Economic Review’s annual survey. In 2004, Jollibee Foods Corporation topped
the “Asia’s Most Admired Company” (AMAC) survey, conducted by Hong Kong-
based Asian Business Magazine. Exhibit 2 shows annual financial and
operational data for JFC from 1998 to 2003. Exhibit 3 reproduces the company’s
values, vision, and mission. Twenty nine years after Jollibee was founded,
Jollibee Foods Corporation controlled about 55% of the quickservice restaurant

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market in the Philippines based on “visit shares” and held 70% of the burger-
based meals market. One million customers ate at JFC stores daily, averaging a
per capita spending of about 40 pesos. Each day, JFC bought or produced
40,000 packs of chicken (with eight pieces in each pack), 320,000 pieces of
burger, and 44,250 eggs. With more than 1,000 stores across the Philippines,
JFC’s four brands enjoyed substantial economies of scale, gaining leverage in
terms of retail site selection and operations, procurement, manufacturing,
distribution and marketing at levels unavailable to most industry players. Despite
a recent economic slowdown in the Philippines and unfavorable business
conditions, JFC had continued to deliver samestore sales growth.

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Significance of the Study

This study will benefit the different sectors of the community.

Jollibee Company as one of the most beneficiary of this study. The result

of this study will provide the Jollibee Food Corporation a guidelines to help them

improve their marketing practices to satisfy more the needs and expectation of

the customers. And the findings of this study will give the Jollibee employees a

vital and vivid information on satisfying the customers as they avail the services

of Jollibee Food Corp. They can also use their skills and build better relationship

towards the customers, to be able to patronized the services offered by jollibee

food corporation. The findings will also make the customers become vigilant and

aware of how the marketing practices of Jollibee Food Corporation persuade

them and meet their satisfaction as customers. The sudy will serves as a basis

in the formulation of a certain business operation specifically in the food industry

and will give them the idea to promote programs to help improve their services in

order to meet customers expectations and also of the local government. This

study will also give the national government a guidelines in the formation of

improving business and help them provide more revenues as a result of the

business.

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Statement of the Problem

Statement of the problem This study aimed to determine the operational

management of Jollibee Food Corporation Villonco, Commonwealth' Branch in

the business including its product distribution and description, quality control,

sales management, customer services and other significant aspects that lead the

company to the peak of success.

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Chapter 2

Product Description

Jollibee Chicken Joy

The Best Fried Chicken! Crispylicious, Juicylicious! Jollibee's perfectly

seasoned fried chicken that's crispy on the outside; tender and juicy on the

inside.

Varieties Chicken Joy

 Chickenjoy (spicy)- your favorite chicken joy, seasoned with a dash


spiciness for that added twist.
 Chicken bucket- Enjoy 6-8 pcs of your favorite crispylicious, juicylicious
chickenjoy! Upgrades are available so you can complete your meal with
rice or spaghetti and regular soft drinks or nestea!

Champ Burger

1/3 pound hamburger patty made from 100% pure beef, garnished with

the freshest vegetables and creamy slice of cheddar cheese served in a soft

sesame bun.

Jollibee Spaghetti

The tastiest and meatiest ever from Jollibee. With the chunkiest slices of

savory ham and sausages, loaded with ground beef, served over premium

quality noodles and topped with lots of cheese.

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Palabok

Premium bihon noodles served with a special palabok sauce and toppings

of pork chicharon bits, sauteed pork, shrimps, and slices of egg.

Peach Mango Pie

Golden brown, flaky, slightly sweet crust with a pleasant blend of diced

peaches and mango filling in thick sauce.

Jolly Cispy Fries

Light to golden brown crispy potato strips, mealy to the bite and is lightly

salted.

Sundaes

Creamy soft serve topped with luxurious chocolate fudge.

Yum Burger

Pure beef patty served with our very own special burger dressing all in a

soft bun.

Jolly Hotdog

Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with

tomato catsup.

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Rice Meals:

Burger Steak

100% pure beef patties that come with a hearty serving of our flavorful

mushroom gravy and steamed rice.

Garlic pepper beef

Juicy beef strips topped with flavorful pepper sauce and garlic bits.

Ultimate burger steak

Made from the 100% pure beef goodness of a 103 pound CHAMP patty,
served on top of tasty fries, and poured with savory mushroom gravy sprinkled
with toasted garlic bits. A sunny-side up on steamed rice completes this satisfying
meal experience.

Garlic bangus

Marinated bangus seasoned with special ingredients fried to a light crisp,


topped with garlic sauce and toasted garlic bits, served with a slice of tomato and
plain rice.

Creamy Macaroni Soup

A hearty cream of chicken soup with macaroni noodles, carrots, chicken

chunks, bits of ham, and corn.

Breakfast joys:

Corned beef

A delicious combination of garlic rice, fried egg, and juicy corned beef.

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Beef tapa

A delicious combination of fried rice, fried egg, and tender beef tapa..

Hotdog (Breakfast Meal)

Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with

tomato catsup.

Longganisa (Breakfast Meal)

A delicious combination of garlic rice, fried egg, and mildly seasoned

longganisa.

Buttered corn

Golden yellow corn kernels with butter.

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Marketing Strategy

Jollibee Food Corporations marketing philosophy was based on being


closer to Filipino families than its competitors. There was wide awareness that
Jollibee was a local Filipino service business establishment that had captured the
unique Filipino taste, so it appealed to patriotic or “pam-Pinoy” instincts. The
chain also appealed to a broad cross-section of the population that felt
comfortable and very much at home in an environment where the crew talked to
them in the local language, unlike other outlets where the crew spoke in English
and where the atmosphere might be perceived by some as projecting an elitist
appeal. The Jollibee chain had tailored its marketing strategies to suit the Filipino
culture and lifestyle. “What happens in the normal Filipino family is that
weekends are reserved especially for children,” notes a Filipino business analyst,
“and parents try to ask their children where they want to eat.” Jollibee appealed
to children with in-store play activities and a cast of captivating characters. Its
hamburger-headed Champ, complete with boxing gloves, went head-to-head
against McDonald’s Hamburglar. Industry observers reported that Jollibee’s giant
smiling red and yellow bee and a blond spaghetti-haired girl named Hetti
(a mascot for Jollibee restaurants) were better known and loved in the
Philippines than Ronald McDonald. Jollibee endeavored to maintain its
dominance in the children’s segment by promoting its Jolly Kiddie Meals and
offering a choice of Regular Yum, Spaghetti Special or Chickenjoy. Having an
advertising strategy that was deeply rooted in the traditional values of family,
witha tinge of national pride, allowed Jollibee to position itself as the destination
outlet for family outings.

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Target Market

Jollibee primary target market are the “Traditional Filipino Family” Kids 3-
12 years old, teens 13-24 years old, adults 28- 38 years old. Male or female,
single or married, social class of C, D, or E. Parents are working, kids are
studying, family going out on weekends. 1-3x a week, and demand for affordable
and quick meals, in a place where there’s a spirit of family and fun .

The primary market of Jollibee is the Children. As you have noticed the
structure of thebuilding and the theme is really to attract the kids to dine in the
store. When you try to ask someof the kids if where they would want to eat
majority of their answer is Jollibee. Surely, Jollibee is astore that every
Filipino would love and respect. Their foods are made to suit the
taste andpreference of every Filipino child. But, a child cannot go to the store
without their parents thus,this is not for the kids only but it includes also for the
parents and to all people who loves to eat atthe store. Most of the company’s
customers belong to a class A and class B people. These are the people who
have work and usually are professionals. But it doesn’t mean that the
other people who do not belong to this group cannot eat to the store. Jollibee is
making some of their prices of the products affordable so that everybody can eat
in their store.Jollibee being concerned of their customers, OFWs can now send
Jollibee treats to their families and beneficiaries at home. Thanks to an
agreement between I-Remit and Jollibee FoodsCorp., OFWs can pay a visit to
any I-Remit foreign office, choose a variety of Jollibee meals andparty packages,
and have them delivered to their families in the Philippines. The tie-up would
break the barrier of distance by preserving family tradition. This project is not
solely for great business proposition but it encourages preserving the values of
family ties." Under the “‘Salu-Salo PadalaTreat Mula Sa iRemit,’ sending “great-
tasting" Jollibee products to loved ones at home becomes as easy
as sending money whenever and wherever needed.

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I-Remit is now in 26 countries and territories around the world. It also has
4,000 payout stations tocater the remittances originating from its foreign offices
to their designated beneficiaries in thePhilippines. Based on the information
sheet, OFWs can send from any iRemit center Australia, Hongkong, Singapore,
Taiwan, United Kingdom and Canada. Through this partnership, Jollibee
Company can continue Jollibee's long tradition of promoting special bonding
moments evenfor our hardworking Filipinos overseas. “By treating their loved
ones in the Philippines with their favorite meals whether during special occasions
or simple family gatherings,

OFWs can still contribute and be part of these family moments, even when
they are milesaway from home." Filipinos working abroad can choose from five
Langhap Sarap Family blowout packages good for at least five persons, with
prices ranging from P800 to P1,000. These fivetreats are the Spaghetti + yum
with Cheese Treat, the Chickenjoy + Yum with Cheese Treat, theChickenjoy
Treat, the Burgersteak Treat, and the Chickenjoy + Spaghetti treat. The
partnership between the largest Filipino-owned non-bank remittance company
and the Philippines’ biggest fastfood operator is “very strategic. However, the two
companies declined to the partnership’s contribution will their respective sales. I-
Remit has also signed agreements with the Home Shopping Network tomarket
household products.Therefore, majority of its customers were satisfied and
delighted of the food they served and the quality or services they performed. In
fact, one commented in some of the websites that he always eats to the Jollibee
because of its friendly atmosphere and the foods being served are of great
quality. The company also gives a discount of 20% for the senior citizens.

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Customer Services

8-7000 Jollibee Delivery

Get fresh, complete and affordable meals, anytime, anywhere through the 8-
7000 Jollibee Express Delivery Service. Whether you find yourself stuck indoors or
craving for a Jollibee treat, dial 8-7000 and enjoy Jollibee’s extensive menu of tasty
Filipino food.

Jollibee Kids Party

The best way to make the child’s birthday extra special. Jollibee offers a Jolly
Kiddie Party that will surely be fun. It’ll be enjoyable. It’ll be absolutely memorable.

Jollibee Drive Thru

When hunger strikes on the road, Jollibee Food Corp. offers a Jollibee Drive
Thru. With the most number of drive thru outlets in the country, Jollibee awaits hungry
motorists wherever they may be. You can get any of your Langhap-Sarap favorites fast.
Anytime, anywhere.

Open 24 Hours

Jollibee is awake for 24 hours to serve the customers with Langhap-Sarap


goodness. It is Open all day and all night, Jollibee 24 hour service allows you to enjoy
your Jollibee favorites even in the wee hours of the morning.

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Pricing and Servicing

Prices of Jollibee are relatively cheaper than major competitors when it


comes to chicken and burger meals. Jollibee is a price taker that must accept the
going market price determined by the forces of demand and supply. Their
products are priced with the ‘going-rate’ or in line with the prices charged by
direct competitors. Selling prices should be consistently in line with rivals so price
should not be a competitive disadvantage. Jollibee uses Competitor-based
Pricing. Although Jollibee is a dominant market leader in the fast- food restaurant
industry, customers in this market are faced with a wide choices of who to buy
from and they will certainly be mindful of what is a reasonable or normal price in
the market. Jollibee also uses non-price methods to compete by providing a
distinct customer service, promoting Filipino culture, and other intangible factors
that targeting the hearts of the people. Jollibee Company has an affordable
prices and offers a Fast and Friendly services.

Filipino families are mindful of what is a normal price in the market.


Jollibee is a fast food chain known for its chickenjoy, yumburger, champ, &
spaghetti. It’s price is 1% to 13% lower than Mcdonald’s and KFC. So, Traditional
Filipino Family prefers Jollibee over other quick service restaurants because of
its well-loved brand, great taste, price, cleanliness, friendly and efficient customer
service, and the appeal of the family values.

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Sales Management

Sales Management In Jollibee Food Corporation Villongco,


Commonwealth Branch,

The sales are surprisingly increasing. Being in the midst of many


customers in the area, there is surely great sales especially in times when the
customers newly received their salaries. According to Ms. Suelen, so far, they
haven't yet experienced setbacks on sales in this branch. Why? The reason is
simply because, they serve the best quality of products more than the other
brands that the customers keep on coming back. It has always been expected by
the company to have such high sales knowing its capabilities in serving and
fulfilling the needs and wants of customers. Another reason for their good sales
are the advertisements released in television, radio, social media and print
media. Since advertising has the biggest impact on customers, their latest ad
"The Vow", called for higher sales. The customers were doubled as well as their
orders. This only means that their loyal customers became even more loyal and
they can expect another good results all throughout.

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Equipments and Facilities

Jollibee Company uses specialised kitchen equipments that is useful to


make the product a good quality. Jollibee Company needs to maintain their
facilities and equipments for them to serve their customer without any
destruction. And also to serve them as fast as they can, since the mission of the
company is to serve a Fast and Friendly Service. It is important to use a good
equipments and to have a warm place to welcome the customers because it is a
tool to get the customers trust and respect leading to their loyalty. A good
facilities has the advantage and possibility that the customers will continuously
buy your product. And a good quality of equipments can produce a good quality
of product which will satisfy the taste and unlimited wants of the consumer. This
will also lead to increasing the sales of the company. Their facilities nor
equipments plays an important role, that they need to maintain. Aircon and
comfort room is one of the example that is need to maintain for their customer to
be comfortable once they enter and eat at the store.

Every Jollibee outlet welcomes customers with a clean and warm in-
store environment.

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Personnel and Staff

Jollibee Corporation at Villongco, Quezon City Branch has a target of 80


head counts for their crew members. And when it comes to the managers, it's
depends on the store when they need more managers to be there. Usually 4
managers are on duty each day. The store has its qualification when they are
hiring for crew. Crew must be honest and has an integrity, since honesty is the
most important when it comes to work and business. You need also to show that
your dedicated on work that your applying. And also, you need to be present at
all times. When you give your best and they see that you have a good
performance, you have the possibility that you can get an incentives to the store.
Free sundae or meal is one of their incentives that given by the deserving
workers. They also build relationship not just to their workers but also to their
customer. Workers need to be friendly, show the sincerity and love, always smile
and be positive eventhough workers have a bad day, so that their customer will
come back

Jollibee’s growth is due to its delicious menu line-up – like its superior-
tasting Chickenjoy, mouth-watering Yumburger and Champ hamburger, and
deliciously satisfying Jollibee Spaghetti -ably complemented with creative
marketing programs, and efficient manufacturing and logistics facilities. It is made
possible by well-trained teams that work in a culture of integrity and humility, fun
and family-like. Every Jollibee outlet welcomes customers with a clean and warm
in-store environment and friendly and efficient service.

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Distribution of Products and Quality Control

In order for Jollibee to have genuine products, the corporation has their
commissary system which is responsible for the value adding processes. The
manufacturing process is highly technology dependent to ensure that the food is
consistent to Jollibee standards and is produced safely and cheaply without
sacrificing the quality. Jollibee's automated operations not only ensure consistent
quality from batch to batch but also ensures food safety by minimizing handling
and maintaining the “C” of the corporation’s FSC Standards which is cleanliness.

Jollibee Food Products is distributed by Commissary to different branches.


The Jollibee Commissary System, made possible to ensure the manufacture and
distribution of safe and high- quality food in the most cost-efficient manner. There
are three Commissary System sites: Santolan, Pasig City; Mandaue City, Cebu;
and the central site in Canlubang, Laguna. The System, which operates 24/7,
manages Jollibee’s total supply chain process.

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. Operated by Zenith Foods Corporation (ZFC), a full
subsidiary of Jollibee, the newest commissary is on a 6-hectare property in the
Calmelray Industrial Park. Aided by custom-made mechanized equipment, the
production lines are for the marinated Chicken Joy, frozen patties and pies,
breads, sauces, hotdogs and other meat products, and dry blended goods. ZFC
can service over 800 Jollibee and Greenwich stores.

Jollibee Foods Corporation, the Philippines’ largest fast food chain,


wanted to integrate the distribution systems for four of its brands under one roof.

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They opened their new distribution center in Parañaque City in May 2012 and
commissioned SSI SCHAEFER Philippines to design a picking and sorting
system for its dry warehouse. The installation includes a three-tier picking tower
equipped with pallet and carton live storage, where non-perishable supplies,
such as utensils and condiments, are stored for dispatch. These items are
tagged with bar codes and transported on a conveyor system, where it is
scanned and sorted by store, before being delivered to JFC’s many stores across
the country.

With the new system enabling faster picking and deployment for the
company, it has become more responsive to the needs of its stores. The system
also aided JFC’s plans to consolidate multiple supply chains into one facility in a
cost-effective way, laying the groundwork for the company’s expansion plans.

Chapter III

24
Conclusion and Recommendations

Jollibee Food Corporation Villonco, Commonwealth Branch's success is


measured not just by how the people known it for but it is more on how the
company maintains its highly respected name in the business industry. The good
quality of the product that it has and the very accommodating services that are
being offered from time to time is just one of its secret yo still make it to the top of
the most productive and successful fast food chains in the business all over the
years. It is, the clever management of the company that has led them to the peak
of success. The wise distribution of products to the different branches of the
company is one of the factors that make its loyal customers stay on track. The
company always makes sure that they have overflowing supplies to satisfy the
demands of their customers. The company only proves that, on order to be on
top of the business, it should have immense knowledge regarding the operations
in the business and not just by thinking for their personal goal alone but also
considering the sake of the customers, its people and its environment.

It is the right of every customer to look for a brand that will surely satisfy
his or her needs and wants. After going through this research documentation
about the company profile of Jollibee Food Corporation Villonco, Commonwealth
Branch, we highly recommend the said company in the food business industry for
all the customers who seek for a good quality of products. We had proven that
the company offers not just their products but also their heart that they put on
everything that they offer. The values that they integrate in promoting their
products and services are very much inspirational and what every customers
want to see and to have in return for the trust and loyalty they invested for the
said brand.

Above everything else, Jollibee Food Corporation has proven itself in the
industry a lot of times. There is no doubt that this brand can give its customers

25
and even its business partners and investors the satisfaction and fulfillment of
their expectations. For all over the years, its not the quantity that the company
gives importance to, but, it's the quality of the products and the assurance of
offering the customers the best services that they have.

Chapter IV

26
Jollibee – Analysis, Reaction and Summary of Findings

Jollibee foods corporation in villongco, quezon city branch has a mission


to provide “Fast and Friendly service” and Good standard product to the
customers. In a business there is only two goals, give customers fulfillment and
make profit but its not easy because there are some occurrences you’ll have to
face. According to the interview we conducted, Jollibee handles costumers
complain by making a conversation calmly and listening to their concerns,
through this way they can respond accurately based on how the costumers
behave and in addition they give some freebies like free sundae for the costumer
to be cool down. Regarding for the satisfaction of the costumers to their product
they measure it by the increase of sales and familiarization of the costumers face
by always eating in their store. Similar on how they found advertisement useful to
their products by being broadly known nationwide in result of increase in sales
and not having setbacks. Jollibee is a good company they qualified employee’s
by their diligent, dedication, hard work, honesty and integrity in able to produce a
good service that’ll make satisfaction to the costumers

This study gives an idea about how the competition influenced Jollibee's
strategy, both domesticand international. Jollibee ,which was a Filipino chain of
restaurants, was forced to change their strategy with the entry of McDonalds in
Philippines, which later transformed the company into a global company .The
company faced serious challenges with their international exposure. The
challenges included the conflicts with franchisees/Joint venture and conflicts
between divisions. In the analysis we have tried to cover the effectiveness
of strategies.

Chapter V

Appendices
27
A – 1 . Jollibee Brochure and Pricing

Bucket Meals

28
Jollibee offers a different variety of bucket treats

Treat A – 528.00

Treat B – 575.00

Affordelicious Chicken Treats

Chicken with Spaghetti – 99.00

Jolly Chicken joy with rice – 79.00

Bucket of Chicken – 429.00

Special Holiday Treat

Bucket meal – 875


4 Sundaes
6 pcs Chicken Joy
4 Rice
2 mashed Potato
3 Butter Corn
4 regular Drinks
Appendices

29
B – 2. Pictures of Documentation

This was taken after the interview with Ms.


Abigail Suelen, the Manager of Jollibee
Villongco.

Pictures of Jollibee Store before and during peak


hours

30
Taken between 4pm to 5pm. This is the peak hours. Which most customers drop by to
eat. Most customers of jollibee were families, children and Students.

Jollibee Store located in Villongco

Curriculum Vitae

Amistoso, Ramlyn Perocho

BSBA Marketing Management 1-1

Finished primary education in Hda. Fe Elementary School


as class valedictorian in the year 2011.
Went to Alternative Learning School for 1st and 2nd year
in Secondary and achieved academic awards. For the 3rd
and last year in Secondary, I transfered to Escalante
National High School and finished my studies there.

31
Cayabyab, Geraldine Mape

BSBA Marketing Management 1-1

Polytechnic University of the Philippines


Finished Primary at Malasiqui Central School
Went to Malasiqui Agno Valley College in secondary.

Condino, Patricia Mhay

BSBA Marketing Management 1-1

Polytechnic University of the Philippines


Graduated at Silangan National HighSchool

Daez, Crizaldy
Polythecnic University of the Philippines
Graduated at Sta. Lucia Elementary School(Capas, Tarlac)
and went to Sta. Lucia High
School(Capas, Tarlac)

32
Elizaga, Sherra Quezon

BSBA Marketing Management 1-1

Polytechnic University of the Philippines

Finished the Primary education in


Payatas A. Elementary School as Class
Valedictorian in the year 2008.
Went to Batasan Hills National Highschool also
became a Class Valedictorian in 2012. Student
Teacher, Quiz Bee Champion, school
representative in History Quiz Bee.

Rivera, Agatha Mae Jaronel

BSBA Marketing Management 1-1

Polytechnic University of the Philippines

Graduated at Judge Feliciano Belmonte Senior


Highschools

Barrios, Riza Marie

BSBA Marketing Management 1-1

Polytechnic University of the Philippines

33