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Jollibee Foods Corporation
Eien Tomadachion 3 September 2012
Transcript of Jollibee Foods Corporation
F. Ortigas Jr. Road (formerly Emerald Avenue)
Pasig City, Philippines
Telephone: (632) 634-1111
Website: www.jollibee.com.ph d. Products and Services Offered Burgers Chicken Noodles Rice Meals Sandwich and Sides Desserts Breakfast I. Nature of the Firm a. Mission To serve great tasting food, bringing the joy of eating to everyone. b. Vision We are the best tasting QSR..
The most endearing brand…
that has ever been…
We will lead in product taste at all times…
We will provide FSC excellence in every encounter…
Happiness in every moment…
By year 2020, with over 4,000 stores worldwide, Jollibee is truly a GLOBAL BRAND. (and the Filipino will be admired worldwide) e. Target market Though it has penetrated its market by operating overseas, JFC tends to serve the Philippines who are living there. JFC has 1200 stores worldwide of which 1079 are located in the Philippines. Demographically, it tends to serve almost all customers. But still the market is segmented according to age to serve the children superior value. A Filipino business analyst notes that, in a normal family weekends are reserved for children and parents ask them where they want to go. Thus, JFC wants to be appealing to children. This segmentation can also be considered as “Family Life Cycle” Segmentation.
Jollibee also tries to capture some occasions like birth day party. They serve this segment very nicely. II. Firm's Implementation
of Customer and Market Focus Market Focus • Aside from promoting a family oriented work environment, the brand’s values also reflect on their advertising and marketing. Jollibee knows their 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 and a growing international QSR player.
• Jollibee partners with Taiwanese firm to capture ‘hot pot’ market in China. Jollibee Foods Corp. (JFC)yesterday said its wholly-owned subsidiaries Jollibee Worldwide Pte. Ltd. (“JWPL”) and Golden Plate Pte. Ltd. (“GPPL”) entered into an agreement primarily with Hoppime Ltd., a subsidiary of Wowprime Corp. of Taiwan (Wowprime) and some key executives of Wowprime, to establish a company (JV Co.) to own and operate the 12 Sabu brand in the People’s Republic of China, Hong Kong and Macau. Customer Focus •Fantastic customer service:
•Service orientation pervasive in many of its activities.
•Recruitment, selection, and training (cycle for success) of staff.
•Empowerment and motivation of staff. III. Major Challenges
by Jollibee slow service of the crew to their customers to some branch.
the unhappy aura of the crew result to the negative impression of the customers to them.
complaints of the customers were about the service environment of some Jollibee branch.
customers are facing difficulties when ordering and some are receiving wrong orders. IV. Factors caused of the Problem -High traffic of customers
-Few number of on duty crew
-Lack of time for trainings and workshops V. Effects of the Problem •Low quality service
•Low quality product
•Unable to reach target
•Misout of orders VI. Specific Actions done by the Firm to address the Problem - Standardization
- Investigation VII. Analysis of the group Regarding the actions done by the firm Agree. The actions were effective. VIII. Conclusion and Recommendation Customer Focus - different colors of wrappers
-another crew to arrange orders
- separate counter for Take Out Market Focus - projects for kids
- special item for special occassion
- promotional for family e.g. family, with 10 members receive free item) Jollibee Kiddie Meal Services