Got a tricky question? Receive an answer from students like you! Try us!

Market analysis of Jollibee Fast Food Restaurant - Essay Example

Only on StudentShare
Undergraduate
Essay
Marketing
Pages 8 (2008 words)

Summary

This paper analyzes how Jollibee Company has become one of the finest fast food restaurants of Philippines. Its unique marketing strategy devised by the owner will be discussed. In this paper, you will also find the environmental analysis of the company, Its current market trend and position, target customers, competitor analysis and international expansion plans…

Extract of sample
Market analysis of Jollibee Fast Food Restaurant

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).
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’. Desserts offered were of unique flavours like Peach Mango Pie and Banana Langka. They kept the local consumers’ taste and preference in mind (Thompson and Martin, 2005)
 They studied the operation system and marketing strategies devised by McDonald’s very closely. Jollibee offered the same range of products but with a difference in taste, so that it would set them apart from its competitor (Hill and Jain, 2011).
 Prices of food products were kept lower than that of McDonald’s (Hill and Jain, 2011). ...
Download paper
Not exactly what you need?

Related Essays

Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces
With increasing global competition, emphasis on organic food choices, smarter and healthier eating habits, the fast food industry is undergoing a major turning point. Gone are the days when people would blindly allow their children to eat all the burgers, fries and Coke they wanted, with no thought or care to how this foodstuff would affect their lives. There has been much innovation in the industry and revamping of menu items to includes things which will appeal to a new type of customer. The developed world is full of perceptive people who are more health conscious people now than ever…
40 pages (10040 words)
Australia Fast Food Industry Analysis (Hungry Jack)
IBIS has reported that the fast food industry of Australia will grow at a rate of 3.7% per annum for next few years while there is a possibility dwindling spending capacity of consumers caused by economic recession might decrease the projected growth rate (IBIS World, 2012). Low entry of barrier is an important characteristic of Australian fast food industry. IBIS (2012) has reported that new entrants need to invest capital in the range of $90,000 up to $300,000 to set up fast food outlet in Australia. The analysis will try to determine the dynamics of the industry in terms of external…
12 pages (3012 words)
Market Analysis- Opening a Tapas Restaurant in Pearland Texas
The inhabitants are financially well off and they live in good lifestyle. Thus, this area provides a good atmosphere to start a Tapas Restaurant. “Pearland is on its way to becoming the next major employment center in the Houston region” (Living in Pearland par. 1). Thus, it transpires that the city offers a highly conducive environment for launching a new restaurant, which can operate well in this region due to several factors. The population growth in this town shows a high market potential of Tapas Restaurant. Pearland is near to Hobby Airport and therefore the restaurant can cater to…
Global Marketing: Hardee's Situation and Opportunity Analysis Report for New Australian Fast Food Market
This essay stresses that the company has the opportunity to comprehend its opportunities in Australia. This is because of its innovativeness that helps in enhancing the differentiation of the products. The company has successfully used the innovative strategies when entering other markets that have contributed to its success. It addition, the company has enough resources, which will enable it to meet the customer’s satisfaction in the new market. One of its vital resources includes their human resources that contribute to increasing its competitiveness. The company’s managers have strong…
6 pages (1506 words)
International Marketing Plan for Hardee's to Enter Australian Fast Food Market
This report stresses that the focus is largely on the issues to connect strengths of the company with the potential opportunities that are arising in the market place. It is significantly relevant to acknowledge that the Australian market of fast food promotes the demand for healthy food products, like salads and juices. Now, while highlighting the strengths of the company, it is of considerable importance to focus on the company’s ability to produce differentiated products. It needs to be further focused that the company is the sole producer of the unique and highly health conscious product…
16 pages (4016 words)
Fast Food Nation
According to the conclusion from the overall analysis of the book, certain comprehensive understanding can be gained regarding the impacts of fast-food products on the health of the people with context to the scenario of America as an example. It has been noted that people open experiences with the disease of obesity while consuming fast-food products. Additionally, cases of food poisoning owing to the consumption of fast-food products are also an evident scenario that can be apparently viewed while analyzing the book of Schlosser named “Fast Food Nation”. …
Fast Food Restaurants
Therefore, in Fast Food restaurants industry, customer loyalty is built, earned and retained with the following components; Product quality, Product attributes, Brand name, Store environment (relates to customer experience with the restaurant and restaurant's ambiance), Service quality, Price, Promotion, Trust and Satisfaction. In this industry, a loyal customer means the person who avail's a restaurant's services, is highly satisfied with them, has a pleasant customer experience with the place, trusts the restaurant to provide high quality good food, considers product/service attributes to be…
8 pages (2008 words)