Marketing Assignment: Jollibee's Global Market Expansion Strategies

This assignment provides a comprehensive analysis of Jollibee Foods Corporation's marketing strategies. It begins by examining Jollibee's product offerings and its approach to the international market, focusing on how the company caters to the needs of its global target audience. The analysis delves into the macro-environmental factors, including political, economic, social, and natural environmental considerations, that influence Jollibee's business sustainability in overseas markets. The study then explores Jollibee's strategic marketing approaches, such as identifying target audiences and minimizing competition in selected markets. Furthermore, the assignment dissects Jollibee's implementation of the marketing mix (4Ps): product, place, price, and promotion, highlighting how these elements are adapted for international markets. The analysis concludes by assessing the effectiveness of Jollibee's strategies in capturing new overseas markets, providing insights into the company's successes and challenges in its global expansion.

Introduction to Marketing
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Answer to Q.1
Jollibee Foods Corporation, a fast food company from Philippines, is serving the community of
international market with their different types of fast foods. The company started to cater with
products of fast food segment like chicken, sandwiches, spaghetti and burgers for its customers
to fill their need of getting fast and healthy food during busy hours. The products and services
offered by them are matching the requirement of international target audience globally. (Jollibee,
2019)
Answer to Question.2
While entering an international market, consideration of different macro-environmental factors
are to be considered to ensure long-term sustainability of Jollibee business. They are- political,
economical, social and natural environment for the chosen overseas locations by Jollibee. (B2U,
2016)
Political factors determine the stability of any business in any overseas country. These factors are
considered as stability of government, strong administration, and transparent outlook of
legislative bodies for implementation of regulations. In my opinion, when any company wants to
expand its business in a foreign country, it needs stable political situation to ensure sustainable
business practice in that country followed by strong administration of local governmental and
regulatory authorities with prudent approach.
Economical factors consist of finance availability and per-capita income of the country. These
factors are determinant for success as finance availability and affordability of the people to avail
the products and services offered by the company are most important economical aspects to
ensure steady business of the company.
Social factors of any country like the ethnicity, food habit and other social features of the
communities are important to determine the success of Jollibee business.
Natural environmental factors for Jollibee are the pollution regulations imposed by the
environmental authorities of any overseas country chosen for business expansion.
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For Jollibee, overseas business can be affected related to above identified factors related
political, economical, social and environmental issues of any country chosen by the company for
expansion of overseas business.
Answer to Question no.3
To ensure long-term sustainable business practices, Jollibee had opted for different business
strategies followed by different important managerial decisions to execute those strategies in
selected overseas markets. The company had two fold marketing strategies- to identify target
audience in overseas countries chosen for expansion, and to identify those overseas markets
where the competition is minimal. (Partl, 2019)
To identify the target audience to ensure loyal customer-base, the company had insisted on
expatriate Philippines community of different chosen countries along with creation of new
customer-base in those countries.
The products offered by the company are impulsive in nature. To ensure success in foreign
countries, the company tried to find the countries, where the company may face least level of
competition. When the first strategy was opted to ensure generation of good business through
ethnicity and demographic factors, the chosen countries with least competition can ensure strong
foothold in the market of those countries by Jollibee.
To ensure effective execution of these strategies, Jollibee has opted for different strategic
alliances in different overseas locations through merger or acquisition of different food-chain
entities. These actions excelled the probability of effective business output for the company in
those countries by Jollibee.
Answer to Question No.4
There are 4 P’s of marketing mix considered for effective marketing strategies for any company
known as – Product, Place, Price and Promotion.
Products selected by Jollibee for international markets are normally accepted types of fast foods.
These foods have generalized demand within the working people of any country to fill their
stomach when they are in hurry. To ensure successful product choice, the company had opted for
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country-wise strategic alliances with different food chain entities of those countries to attract
expatriate Philippines population and local people of that country as per specific location.
Places selected by Jollibee for their global expansion are mainly strategized with the view of
considering demographic factors of that region. The company insisted on the Philippines
expatriate with their concentration in different countries selected for business expansion.
Price of the products for overseas market is fixed by Jollibee with two objectives- ensuring
return on investment, and assessing the price of the products prevalent in the specified region.
Promotion of Jollibee for overseas markets is through market survey of different locations to
understand the need of the customers of that region. The company has corporate philosophy of
five F’s which enhances more closeness to the target audience with their views.
The 4P’s strategy opted by Jollibee is appropriate to capture new overseas markets. Reason
behind this appropriateness is to assure selection of products as per the choice of the target
audience of selected place, offering products in affordable prices and through exercise of its own
customized promotional strategies for different overseas locations. (Martin, 2014)
Bibliography
B2U, 2016. Scanning the Environment: PESTEL Analysis. [Online] Available at: https://www.business-to-
you.com/scanning-the-environment-pestel-analysis/ [Accessed 16 December 2019].
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Jollibee, 2019. Jollibee. [Online] Available at: https://www.jollibee.com.ph/about-us/ [Accessed 16
December 2019].
Martin, 2014. Understanding the Marketing Mix Concept – 4Ps. [Online] Available at:
https://www.cleverism.com/understanding-marketing-mix-concept-4ps/ [Accessed 16 December 2019].
Partl, H., 2019. How to Build Your Sustainable Business Strategy. [Online] Available at:
https://www.thinkstep.com/blog/how-to-build-your-sustainable-business-strategy [Accessed 16
December 2019].
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