Achieving a Competitive Advantage:Jollibee

Group 4Doctor, Rommel Jr.Dy, Enery FranklinEnriquez, Dandrei RielEspino, Angelica Mirah

What is Jollibee?

Jollibee Foods Corporation abbreviated as JFC and popularly known as Jollibee is a Philippine multinational chain of fast food restaurants headquartered in Pasig City, Philippines. JFC is the parent company of Jollibee, the country's answer to McDonald's in the fast food burger business.

The original owner Tony Tan and his family opened a Magnolia Ice Cream parlor in Cubao, Quezon city in 1975. In 1978, he and his siblings engaged the services of a management consultant, Manuel C. Lumba, who shifted the business focus from ice cream to hot dogs after his studies showed a much larger market waiting to be served.

The Competitive Advantage

Reduce Costs

• Delicious yet Affordable food choices compared to its competitors• Provides promos that gives discounts to certain Jollibee products

Raise Barriers to Market Entrants

• Competitors cannot simply copy how Jollibee serves the Filipino people by showing how Filipino Jollibee can be

• Jollibee, among its competitors, displays fun, family, and values in every way they can such as in services and advertisements• “Bida ang saya!”• “Bida ang sarap!”• Dancing Jollibee• Kids as target audience and knowing

that everyone is kid at heart• HappyPlus System

Establishing High Switching Costs

• Not much of a high switching cost but having a HappyPlus card will surely make it difficult for customers to change because of the points and possible rewards they could get from using it.

Create New Products or Services

• #ChickenJoy – Jollibee’s Main Selling Product• HappyPlus Card and Jollibee Kids Club Card

• Free Food for Points• Fast Cashless Payments• Monthly Cash Winners

Differentiate Products or Services

• Established a good reputation• Wide variety of Food Choices

• Chicken• Spaghetti• Burgers• Fries• Ice Cream

• Bangus• Shanghai Rolls• Palabok• Garlic Pepper Beef• Sopas

Enhance Products or Services

• #ChickenSad – Recently Trending due to Jollibee having a temporary slowdown in delivery of supplies

• Continuous Improvement in providing better products and services to everyone to adapt to the ever-evolving world

• Website for different purposes• Information• Party Reservation• Delivery

Establish Alliances

• With its success, the company bought out their competitors in the fast food business like Chowking, Greenwich Pizza, Red Ribbon bakeshop, Mang Inasal and Burger King Philippines

Establish Alliances (continued)

• Shop Anywhere Promo of BPI

Lock in Suppliers or Buyers

• Jollibee Mascot represents Filipino spirit: Hard-working, Optimistic, and most of all, ‘Jolly’ –Tony Tan, Jollibee Owner

• Rewards and Freebies from HappyPlus Card• Satisfies the taste of the Filipino People by providing a variety of

meals at affordable prices• Strategic Marketing campaign that promotes Filipino values

Additional

• Provides fast service to their customers through:• International and Nationwide Branches• Delivery Service with proper compensation when late• Drive-Thru• 24/7 Outlets

• Events beneficial to the less fortunate (Toy Drive and Foundation)• Displays advertisements and commercials in different media