Multi-Brand Strategy

3/24/2020
Running Head: MANAGEMENT 0
MARKETING
STRATEGY
JOLLIBEE

MANAGEMENT 1
Executive Summary
In this report, the market strategy and plan has been drawn on Jollibee, one of
the leading fast food chain offering varied menu items and services. The product
portfolio of the company includes burgers, chicken, sandwiches, beverages and
spaghetti. Significant marketing research has been made in relation with UAE
competition overview and how can Jollibee be well positioned in the market with
attaining a competitive edge over the major competitors including McDonald,
Blaze Burgers, Fuddruckers, Wingsters, BurgerFuel and Grill’o. Jollibee is
presently at growth stage in relation with product life cycle and this requires the
company to plan more strategically bounded by greater market efforts to push
its products portfolio at an upper scale. In addition, Jollibee must discover ways
to offset its rising cost while continuing its market share in together domestic
and global marketplaces. At last, several recommendations are also outlined
showing strategic direction to Jollibee to make its future prospective more likely.

MANAGEMENT 2
Contents
Brand Overview.......................................................................................................................3
Competition Overview.............................................................................................................4
Target Market..........................................................................................................................4
Segmentation............................................................................................................................5
SWOT Analysis........................................................................................................................6
Marketing Mix Analysis..........................................................................................................7
Conclusions and Recommendations.......................................................................................9
Reference List.........................................................................................................................10

MANAGEMENT 3
Brand Overview
One of the leading fast food chains i.e. Jollibee was founded in 1975 and today,
the company is successful while making a network of more than 1,300 stores
globally and a leading market leader in the Philippines. The company also have
various world-wide expansion plans in Brunei, Hong Kong, Singapore, UAE, Qatar
and various other countries (jollibee.com, 2020). The success of Jollibee lies
always in greater consumer satisfaction and this is one of the reasons in its
growth in the Philippines region where its market share is more than to half of
the whole sector. In terms of products and services portfolio, the company
majorly offers different beverages and deserts, burger, breakfast, hotdog
sandwich, chicken, fries and sides, rice meals and noodles. Furthermore, the
company also offer various sorts of services like Jollibee 30-minute guarantee
delivery, Jollibee kid’s party, Drive thru and Jollibee 24 hour’s service. The
company popularity can be identified with its sales volume in 2017 that comes
out as 950.9 million U.S. dollars. In addition, Jollibee net income in 2018 was
nearly 152.8 million U.S. dollars (statista.com, 2019). This is all because of
Jollibee USP that helps the company to cater local needs and ensures reliability
over all its outlets.
From its commencement of business, Jollibee mission is to always serve best and
tasting food and carrying the joy of consuming to everybody. It also helps the
company in its international expansion and Jollibee reaches its 1000th store with
opening the first store in Dubai, UAE in the year 2015 (khaleejtimes.com, 2016).
The brand value of Jollibee also reflects in its advertising and marketing and this
makes the company know their target audience well in relation with the
importance of significant communication channels. Ernesto Tanmantiong, the
CEO of Jollibee also believes on JFC (Jollibee Foods Corporation) strong brand
portfolio focusing on food quality and taste that have enabled company national
and global businesses to perceive high growth alongside a backdrop of fiscal
challenges (cnbc.com, 2019). Jollibee is positioned as presenting great-quality
fast food at rational prices and corporate philosophy turns around “Five Fs” –
Friendliness, food, fun atmosphere, flavourful and flexibility in meeting needs of
the consumers. The Middle East is the marketplace where Jollibee is planning to