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Market analysis of Jollibee Fast Food Restaurant
Pages 9 (2259 words)
The company “Jollibee” was introduced in the year 1975 by five Chinese Filipino brothers known as the Tan Caktiong family. Initially, they opened a two branch ice-cream parlour (Thompson and Martin, 2005) which later developed into a fast food restaurant offering unique Filipino cuisine.
Soon, the company emerged to be one of the most successful business food chains in Philippines. In 1981, Jollibee had established 11 stores in Manila whereas McDonald’s had just opened one store (Hill and Jain, 2011). By 2003, it had opened 467 stores in Manila and had earned a market share of more than 50% and revenue of $500 millions. It had surpassed the revenues of McDonalds in 2003 (Hill and Jain, 2011). Initial Leadership Strategy: Jollibee Company Jollibee Company has become one of the finest fast food restaurants of Philippines. This was mainly due to its unique marketing strategy devised by the owner. When McDonald’s planned to open its first store in Manila, Jollibee planned to have a Unique Selling Proposition (USP) that would set it apart from its competitor McDonald’s. The key strategies followed by Jollibee Company were as follows: It offered American fast food but kept the Filipino cuisine in mind. For example, it served Asian style hamburgers and the pastas tasted like ‘Chinese Chowmein’. ...
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