Business Plan of Jollibeee

University of Cebu
College of Business and Accountancy
Business Plan
“Jollibee Foods Corporation”

Submitted by:
Abellanosa, Argene
Misa, Jane Marie
Laure, Gizelle Mae
Maghuyop, Marilou
Pabalate, Ellen

Submitted to:
Ms. Olga Gallardo

1.0 Introduction
1.1 Mission, Vision and Goals
Mission
Together with our partners, we help our communities through: * Improved access to Education for the youth * Leadership development for local organizations * Livelihood programs for small farmers * Environment-friendly initiatives * Decent Housing and Disaster Relief for calamity-stricken regions.

Vision

Jollibee Foundation envisions that every Filipino is able to access basic community services and live a life defined by dignity, purpose and active participation in nation-building.

Goals

Our work is guided by the JFC corporate values, namely, excellence, honesty and integrity, frugality, teamwork, humility to listen and learn, respect for the individual, spirit of family and fun, and customer-focus. We partner with communities and find synergy with other institutions to ensure that our programs are strategic and sustainable.

Jollibee Foundation’s projects are mainly in the categories of Education, Leadership Development, Livelihood, Environment-friendly initiatives and Housing and Disaster Relief.

1.2 Company Summary

Jollibee is founded by Filipino-Chinese Tony Tan Caktiong and his family began as a two-branch ice cream parlor in 1975 at Cubao offering hot meals and sandwiches. The original company name was Jolibe then Mr. Lumba next reformed the name Jolibe to Jolly Bee and made the two words form a single name Jollibee. It was incorporated by a 100% Filipino company 1978 with seven outlets to explore the possibilities of a hamburger concept. In 1979, the Spaghetti Special was introduced. In 1980, the first TV commercial was launced by Jollibee, Chickenjoy and French Fries are launched and it is the introduction of Jollibee mascot debuts. Then Jollibee Palabok Fiesta’s introduction was 1982. In 1984, Jollibee hit the Php500 million sales mark, landing in the Top 500 Corporations. Its first international venture was at Singapore by 1985 and already has 31 stores by 1986. In 1987, barely 10 years in the business, Jollibee landed into the country’s top 100 Corporations. It became the first Philippine fast food chain to break the 1 billion pesos sales mark in 1989. In 1993, Jollibee became the first food service company listed in the Philippine Stock Exchange and the new Main Office site has been moved to Jollibee Centre Building in Ortigas Center, Pasig.

2.0 The Marketing Plan

2.1 Products or Services Jollibee serves burgers, chicken, pies, sandwiches, breakfast meal and desserts which are affordable from Php25-150. To promote products, Jollibee focuses on advertising, TV ads, events and experiences. It has 752 stores nationwide, offer delivery and on-line ordering. Its products have unique Filipino taste, affordable prices, best quality of foods, many food selection and easy availability of orders.

2.2 Potential Market Jollibee’s primary target markets are Filipino kids ages 3-10 years old, Teens ages 11-21 years old either male or female, Filipino families even the Senior Citizen, Social classes C,D and E, and those who are looking for budget-friendly or quick meals. Jollibee knows the 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.

2.3 Potential Competitors