Jollibee Food Corporation: Strategic Management Performance Analysis

This report evaluates Jollibee Food Corporation's strategic management, focusing on its performance in the Philippines and its expansion overseas. The analysis covers Jollibee's marketing strategy, emphasizing its focus on building strong relationships with Filipino families and adapting to local tastes. It also examines the company's operations, highlighting the use of IT, decentralization, and efficient commissary management, as well as its human resource management practices, which prioritize hiring candidates with strong communication skills and providing ongoing training. Furthermore, the report assesses Jollibee's international operations, its strategy for brand awareness, and the challenges of adapting to foreign markets, including the need to modify consumer-driven strategies. The report concludes with a discussion on the importance of cost structure improvements for the company's long-term sustainability in foreign markets.

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
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Author Note

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Evaluate Jollibee’s Food Corporation’s performance in the Philippines. What is its
secret of success in terms of:
i. Marketing
The philosophy of Jollibee’s Food Corporation’s marketing strategy Is primarily
based on building up strong bond or relationship with the customers that further turns into a
united Filipino families. The focus is mainly on developing the taste for the Filipino families
rather than keeping a check on the competitors (Buttle). Following it, the Jollibee’s Food
Corporation successfully creates wide awareness of the facilitation of their Filipino service
business across the societies or communities. The consistency of their service resulted them
in being recognized as patriotic or “pam- Pinoy” instincts. The chain gradually broadens
across the population and their services appealed to be homely in the marketing environment
(Eisenmann). The organization provides a comfortable working space where the employees
or the crew members could speak in local language unlike other outlets or organization where
they are restricted to speak only English. The Jollibee’s Food Corporation facilitates a
homely environment and sue to these factors, they weaved their marketing strategy that
further resulted them in adopting successful the ideal Filipino culture and lifestyle (Poore).
Thereby, the advertising strategy of the Jollibee’s Food Corporation was based on the
traditional values of the Filipino families, with a blend of national pride that turned out their
performance to be an example success in terms of marketing.
ii. Operations
The operations of Jollibee Food Corporation was strategized with an aim of brand
awareness. Following it, the company expanded geographically and as a result the operations
continued to grow The operations of Jollibee’s Food Corporation is based on the utilization of
IT, decentralization of the organization and the closing of some of the stores every year. The

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JFC’s strategy in the operations paid attention in its commissary and hiring the efficient
candidate in order to manage the strategy planning and its operations.
iii. Human Resource Management
The management system converged their aims to build up the strategy of
strengthening relationships with the customer. Following it, the candidates were choses who
has good skills in communicating with people with positivity (Buttle). Thereby the human
resource management paid attention in hiring candidate accordingly and ensured that the
candidates must have the capabilities of managing the operational as well as strategic
planning (Kamau). The candidates were further involved in training programs where they
were groomed well with tips and learnings regarding how to maintain a friendly environment.
In addition, the managers receive ongoing training in the context of advance or latest
technology and innovations associated with operational systems and in the arena of
development of people- management skills (Kamau). It is evident that Jollibee’s Food
Corporation paid the highest compensation and benefits package in the dynamics of fast food
industry of Philippine (Eisenmann). Thereby, the food industry commits to maintain high
standard employees in their service.
Evaluate JFC’s performance overseas. To what extent can the company transfer its core
competency to its overseas operations? Justify your answer by giving explanations and
examples.
The Jollibee Food Corporation along with their successful exposure converges its aim
towards expanding their business overseas. Initially the food industry was focused on
creating a friendly environment for the Filipino families that ultimately strengthen their bond
with the customers as well as increased popularity across the large population. The strategy
was developed to capitalize their brand awareness and meting the targeting markets. With
their growing popularity, the food industry by the early 1990s, was involved in operating

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overseas regions such as Saipan, Hong Kong and Guam, Kuwait, Indonesia, Brunei, Vietnam
and Dubai. Following it, the food industry further entered U.S, the region which is known for
fast food market. And the fact that the brand happened to introduce the appeal of other ethnic
group in their U.S food outlets (Poore). Thereby, the companies international operational
strategy was to expand the brand awareness and put up the supply chain in order to support
the food markets in the diverse region. It is to mention that the annual report for 2002 stated
that the overseas stores were facilitating the company with an intense diversified experiences
through which the knowledge of international competition has happened to remain in check
by the management system and based on that the company drives up the market with realities
(Eisenmann).
Should it modify its consumer-driven strategies to suit foreign markets, even if that
means Jollibee becomes much less Philippine in nature? Justify your answer by giving
explanations and examples
As per the performance of the Jollibee Food Corporation, the strategy was based on
the belief of adopting traditional values and cultural ethnicity to provide a comfortable
atmosphere that results in gaining immense popularity (Poore). However, there are still major
challenges that are required to address in order to attain the long term sustainability of the
business (Buttle). In the context of foreign operations, the factor of cost structure needs to be
improved as it would retain the consistent positive growth in the outlets of Jollibee Food
Corporation.

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Reference:
ADAN, ARVIN M. "AN ANALYSIS ON THE AFFORDABILITY OF THE FOODS
OFFERED BY JOLLIBEE FOODS CORPORATION AS PERCEIVED BY
FILIPINO CUSTOMERS." (2015).
Buttle, Francis, and Stan Maklan. Customer relationship management: concepts and
technologies. Routledge, 2019.
Eisenmann, Charmaine Ess, et al. "PART I: THE ROLE OF MARKETING IN
DEVELOPING SUCCESSFUL BUSINESS STRATEGIES."
Kamau, Victor. Employees Survey Plan. Jollibee Food Corporation. GRIN Verlag, 2015.
Khan, G. M. "Management Practices and the Internationalization Process: A Case Study of
Jollibee Foods Corporation." INTERNATIONAL JOURNAL OF APPLIED
MANAGEMENT 2 (2001): 89-104.
Poore, Stuart. "Strategic culture." Neorealism versus strategic culture. Routledge, 2018. 45-
71.