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Jollibee Foods Corporation

Total Quality Management

Eien Tomadachi

on 3 September 2012

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Transcript of Jollibee Foods Corporation

Jollibee Foods Corporation c. Brief History Jollibee Foods Corporation, a company which started by Toni Tan Caktiong as an ice-cream parlor in 1975, has now 1804 stores worldwide under its aegis with total sales exceeding $1 billion. Other notable accomplishments include becoming part of the top 100 corporations in the Philippines in 1987, and becoming the first food service company to be listed in the Philippine Stock Exchange. The prestigious award of “World Entrepreneur of the Year” was given to founder Tony Tan Caktiong in 2004 for the inspiring work he’s done. Additionally, the Far Eastern Economic Review has judged Jollibee as “The Most Admired Company” in the Philippines over the last 6 years. About Us Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the local market that is more than all the other multinational brands combined. The company has also embarked on an aggressive international expansion plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing international QSR player. A company that values family Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice Cream Parlor which later grew into an emerging global brand. At the heart of its success is a family-oriented approach to personnel management, making Jollibee one of the most admired employers in the region with an Employer of the Year Award from the Personnel Management Association of the Philippines, Best Employer in the Philippines Award from Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street Journal. A Well-Loved Brand Customer satisfaction has always been key to Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be one of the most recognized and highly preferred brands in the Philippines. Now the market leader among fast food chains in the Philippines, claiming a market share that totals to more than half of the entire industry. Company Headquarters Jollibee Plaza Bldg.

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
Problems encountered
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
•Low evaluation
•Unable to reach target
•Misout of orders VI. Specific Actions done by the Firm to address the Problem - Standardization
- Punishment
- 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
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