EVALUATING THE MARKET STRATEGY OF JOLLIBEE 1
Evaluating the Marketing Strategy of Jollibee
Kendrick James D. Manaligod
University of the People
BUS5112 Group 15: Marketing Managment
Dr. Emmanuel Appah
November 17, 2021
, EVALUATING THE MARKET STRATEGY OF JOLLIBEE 2
Evaluating the Marketing Strategy of Jollibee
A Survey of Tourism Establishments in the Philippines (STEP) was conducted
nationwide in 2009. The Philippines had a total of 13,120 establishments engaged in Food and
Beverage Service Activities. The most significant number, with 10,282 or 78.4 percent of the
total, was the restaurants, cafes, and fast-food centers (Philippine Statistics Authority, 2012). In
this today’s fast-paced lifestyle, fast-food restaurants have continued their presence within the
Philippine marketplace for almost twenty years. Jollibee is one of the largest fast-food chains in
the Philippines owned by Jollibee Foods Corporation (JFC). JFC also operates its brand
subsidiaries such as Chowking, Red Ribbon Bakeshop, Burger King Philippines, Greenwich
Pizza, and Mang Inasal, making them the largest foodservice network in the Philippines (Jollibee
Food Corporation, n.d).
Background of Jollibee
Tony Tan and his family founded Jollibee. In 1975, Tony Tan was inspired and pursued a
franchising opportunity with Magnolia Dairy Ice Cream and opened two ice cream parlors. As he
added hot savories to the menu in response to customers' requests, Jollibee was born, and later it
was incorporated in 1978. He determined to take advantage of this development, discontinued
the Magnolia franchise, and converted his parlors into fast food outlets (World Intellectual
Property Organization, 2010).
Unique Selling Proposition
Jollibee strictly adheres to the food quality with its highest standard and promises to serve
great-tasting and affordable food products with speed and excellence to satisfy customers of all
ages and bring the joy of eating to everyone.
Evaluating the Marketing Strategy of Jollibee
Kendrick James D. Manaligod
University of the People
BUS5112 Group 15: Marketing Managment
Dr. Emmanuel Appah
November 17, 2021
, EVALUATING THE MARKET STRATEGY OF JOLLIBEE 2
Evaluating the Marketing Strategy of Jollibee
A Survey of Tourism Establishments in the Philippines (STEP) was conducted
nationwide in 2009. The Philippines had a total of 13,120 establishments engaged in Food and
Beverage Service Activities. The most significant number, with 10,282 or 78.4 percent of the
total, was the restaurants, cafes, and fast-food centers (Philippine Statistics Authority, 2012). In
this today’s fast-paced lifestyle, fast-food restaurants have continued their presence within the
Philippine marketplace for almost twenty years. Jollibee is one of the largest fast-food chains in
the Philippines owned by Jollibee Foods Corporation (JFC). JFC also operates its brand
subsidiaries such as Chowking, Red Ribbon Bakeshop, Burger King Philippines, Greenwich
Pizza, and Mang Inasal, making them the largest foodservice network in the Philippines (Jollibee
Food Corporation, n.d).
Background of Jollibee
Tony Tan and his family founded Jollibee. In 1975, Tony Tan was inspired and pursued a
franchising opportunity with Magnolia Dairy Ice Cream and opened two ice cream parlors. As he
added hot savories to the menu in response to customers' requests, Jollibee was born, and later it
was incorporated in 1978. He determined to take advantage of this development, discontinued
the Magnolia franchise, and converted his parlors into fast food outlets (World Intellectual
Property Organization, 2010).
Unique Selling Proposition
Jollibee strictly adheres to the food quality with its highest standard and promises to serve
great-tasting and affordable food products with speed and excellence to satisfy customers of all
ages and bring the joy of eating to everyone.
