STRATEGIC OPERATIONS MANAGEMENT REPORT

CB MEC 101
AY 2020-2021

Prepared to

MS. GLENDEL V. LUNAR, MMT, LPT

Subject Instructor

Submitted by

Abe, Rosemarie
Amano, Monina Mae
Anticamara, Irish Jane
Aquino, Andrei Rafael
Babadilla, Janella

July 12, 2021

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I. INTRODUCTION

Jollibee is known as the largest known food-chain brand in the Philippines. It’s been known for
being as “Fast Food for the Filipino Soul” and even the fame of the words like “Bida Ang Saya”
and followed by its “Jolly Afternoon or Jolly Morning”, makes a sudden imagination of food and
the place will come to each everyone’s mind. The story behind its success is much interesting,
the rags to riches backstory of the chairman who also been through tough experiences that sets as
an inspiration to everyone to keep dreaming.
It is fascinating to know of how it is been doing, its history, even the advantages and its
weaknesses. And so, this research paper, aims to provide information about the Jollibee Foods
Corporation, and study its overall business.

JOLLIBEE: THE HUMBLE BEGINNING

A. JOLLIBEE- A BRIEF OVERVIEW

Jollibee is the largest fast-food chain brand in the Philippines, operating a network of more than
1,400 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 fast food brands in PH combined. With
a strict adherence to the highest standards of food quality, service and cleanliness, Jollibee serve
great-tasting, high-quality and affordable food products to include its superior-tasting Chicken
joy, mouth-watering Yumburger and deliciously satisfying Jolly Spaghetti among other delicious
products.

Jollibee has embarked on an aggressive international expansion plan, with more than 270
international branches in the United States, Canada, Hong Kong, Macau, Brunei, Vietnam,
Singapore, Malaysia, Saudi Arabia, United Arab Emirates, Qatar, Oman, Kuwait, Bahrain, Italy,
and in the United Kingdom.

Reason Behind The Smiling Red Bee

Realizing that he needed a brand name and logo for his new business, Mr. Caktiong and his
family decided on using a smiling red bee. They chose a bee because of its association with hard
work, and because honey represents the sweet things in life. The “jolly” prefix was intended to
connote happiness and enjoyment.

Font

The insignia has gone the way from a rather elaborate script to a comparatively minimalistic
typeface. Due to the rounded corners, it looks friendly and a bit plump. It can be a modified
version of the font called VAG Rounded Pro Black or a similar font.
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Colors
Red and black have been present on the Jollibee logo since 1978. Out of all the colors used on
the previous logos, only these two and the white have survived.
B. HISTORY OF JOLLIBEE

1975
 22-year-old Tony Tan Caktiong opened an ice cream parlour in Cubao, Philippines,
which would later become the first ever Jollibee outlet.

1978
 Caktiong decided to start serving hamburgers, fried chicken and slightly sweet spaghetti,
the way Filipinos like it!
 The eatery was renamed “Jollibee”, to represent the happy and hardworking business
owners, staff and customers.
 Jollibee is incorporated as a 100 percent Filipino-owned Company, with seven Jollibee
fast food restaurants within Metro Manila as its initial network.

1980
 Jollibee’s signature fried chicken, Chickenjoy, was launched.
 The Jollibee mascot (a jolly bee!) was conceived.
 Chickenjoy achieves best-selling status.

1981
 Jollibee Foods Corporation entered the list of Top 1000 Corporations in the Philippines.

1984
 Jollibee made it to the Top 500 Philippine Corporations and assumes market leadership in
Philippine fast food industry.
1986
 Jollibee climbed up to join the Philippine’s Top 250 Corporations.

1987
 Sales of PHP 570 million pushed Jollibee into the elite Top 100 Corporations in the
Philippines.
 Jollibee opened its first fast food outlet outside of the Philippines in Brunei, marking its
entry into the global market.

1991
 Jollibee opened its 100th outlet.
 JFC acquired 80 percent of shares of Filipino-owned brand Greenwich Pizza and Pasta.

1995
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 Jollibee conquered more of the global market, opening outlets in Guam, Dubai, United
Arab Emirates, Kuwait, and Jeddah, and Saudi Arabia.

1996
 Jollibee opened its 200th outlet.

1998
 Jollibee opened its first store in the United States in Daly City, California.
 Jollibee’s total store reached 300 outlets.

2000
 JFC acquired Filipino fast-food business Chowking, which serves Chinese fast-food with
a Filipino twist.

2001
 JFC store network expanded to 800 restaurants, which included Greenwich (pizza) and
Chowking (Filipino-Chinese fast-food) stores.
 Jollibee opened its 400th outlet.

2003
 Jollibee celebrated its 25th year anniversary.

2004
 Jollibee opens its 500th store.
 JFC acquired its first foreign brand – Yonghe King, a fast food chain in China.

2005
 JFC acquired Filipino-owned Red Ribbon Bakeshop.

2006
 JFC bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent
to a 20 percent stake.

2007
 Jollibee opened its 600th outlet.
 Jollibee opened its first Las Vegas outlet.

2010
 JFC acquired 70 percent of Mang Inasal, a Filipino-owned grilled chicken brand.
 Jollibee opened its 700th store.
 Jollibee opened its first store in Qatar.

2011
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 JFC acquired a 54 percent stake in BK Titans, Inc., the sole franchisee of Burger King in
the Philippines.
 Jollibee opened its first store in Hawaii, USA.

2012
 Jollibee opened its first store in Kuwait.
 Jollibee is named by New York-based magazine Travel + Leisure as one of the best fast
food chains in the world.

2013
 Jollibee opened its first store in Singapore, which hit a record first-day sales.
 Jollibee opened its 800th store.
 Jollibee opened its 100th international store in Jubail, Saudi Arabia.

2015
 Jollibee reached 1000 outlets as it opened its first store in Dubai, UAE.
 Jollibee opened its first store in Bahrain.

2016
 JFC entered a joint venture to be the exclusive operator of Dunkin’ Donuts in China, with
plans to launch 1,400 stores in the world’s second-largest economy over 20 years.
 JFC acquired the remaining 30 percent of Mang Inasal stakes.

2018
 JFC invested S$45 million in a fund set to become the master franchise holder of
Michelin-starred, Hong Kong-owned dim sum chain Tim Ho Wan.
 JFC acquired classic American burger brand Smashburger, which has more than 300
outlets across the US, UK and Canada, and some in Saudi Arabia.
 JFC invested US$12.4 million (S$16.9 million) for a nearly 50 percent stake in Tortas
Frontera, a US-Mexican food brand that serves sandwiches of pork, beef and chicken with
sides of salsa and guacamole.

2019
 Jollibee invested US$350 million to purchase California-based specialty coffee and tea
chain The Coffee Bean and Tea Leaf (CBTL), marking it as its largest and most multinational
acquisition (with outlets in 27 countries) to date.

C. JOLLIBEE KEY PEOPLE (BOARD OF DIRECTORS)

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NAME TITLE
All Executives
Tony Tan Caktiong Chairman
Ernesto Tanmantiong  President, CEO & Executive Director

Ysmael Villoso Baysa CFO, Compliance Officer & VP-Corporate

Finance

Susana K. Tanmantiong  Chief Procurement Officer

Fernando S. Yu President-Jollibee Business Unit
William Tan Untiong Secretary & Executive Director
Cho Sit Ang Non-Executive Director
Poe Eng Chua Non-Executive Director
Artemio Villaseñor Panganiban Non-Executive Director
Joseph C. Tanbuntiong Treasurer & Executive Director
Daniel Rafael Ramon Z. Gomez Chief Marketing Officer
Yixing Frank Sheng Head-Internal Audit
Marilou N. Sibayan Vice President & Comptroller-Worldwide
Lorna D. Atun Assistant Vice President-Corporate Audit
Cossette B. Palomar Director-Investor Relations
Arsenio M. Sabado Chief Human Resources Officer
Valerie Feria Amante Vice President & Head-Corporate Legal
Cesar Velasquez Purisima Independent Director
Cezar Peralta Consing Independent Director

D. ORGANIZATIONAL STRUCTURE
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II. VISION/ MISSION

A. VISION
"To be the Dominant Number One in Branded Eat-Out in the Philippines"
The vision statement of Jollibee, Foods Corporation is very clear and motivational as it is
focusing about its desires. Their vision statement is boosting fast food industry standards, to have
a lot of customers and also provide or give satisfaction to their customers. It is well driven as it
shows its strategic plan for the future and defines what and where Jollibee wants to be in the
future. Their statement is inspirational, because it expresses the desired future state of the
company and what it wants to achieve over time and it is clear for the future goals because of its
willingness to be Dominant Number one and that they looks to the future to seek greater
expansion opportunities.

They also envisioned the following:

“To be one of the Top 5 Restaurant Companies in the World

 All our brands are trusted and well-loved, craved around the world:
o Renowned for consistently great tasting food.
o Recognized for high value for money.
o Endeared for warm and sincere distinct service to our customers.
o Admired for our beautiful stores in excellent location.
 We are acknowledged as one of the Best Companies to Work for, regarded for our
efficient systems and proceses, highly engaged teams and people-focused culture.”

Even they experience some challenges, the success in them is still there and they continue
to focus on their future goals which are seek to open 450 new restaurants and the Jollibee plans
to bring its famous chickenjoy to more places in major expansion and their future goals or plan is
their preparation for the full recovery from the pandemic. They manifest of what they really want
to become and that is not just to be on top, it is how they can impact the lives of others in the
long run

B. MISSION
"To serve great tasting food, bringing the joy of eating to everyone"
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There are lots of people whose hobby to go a fast food chain every time they are sad or facing
difficulties, which is Jollibee as a perfect place to enjoy. They stand that eating in Jollibee can
relieve their stress or sad. It helps problematic persons to become happy even for a while and it
becomes their comfort place. Aside from this, Jollibee help to makes the family gathered and to
have their bonding by eating together.

 Key Market
Jollibee target market are the "Traditional Filipino Market ", kids 3-12 years old, teens 13-24
years old, and adults 28-38 years old. They established their image to be for everyone. In
traditional Filipino family, they want to focus on family too because it's an important things to
Filipinos so they want to show the importance of family, showing to eat together with your love
ones, that’s why they make the Jollibee the number one family food chain in the Philippines.
 Contribution
Through the Jollibee Foundation, the company has established an institutionalized
mechanism of giving back to the community through projects in the areas of education,
leadership development, livelihood, environment, and housing and disaster relief.
Jollibee Foods Corporation also known as JFC provides speed service and fast delivery
service. Jollibee's philosophy is epitomized by “Five Fs” – Friendliness, Flavorful food, Fun
atmosphere, Flexibility in serving customer needs, and Focus on families. Each outlet ensures
clean, friendly and efficient service. They offer and serve great tasting, high quality and
affordable food products include hamburger, hotdogs, and fried chicken along with Asian spring
rolls, spaghetti, soups, and ice cream.
 Distinction
They serve up great tasting food with the warm and friendly service keeps the Jollibee’s
competitive advantage and makes it unique. They also are able to control their overall operations
management that makes their product and service affordable but with a high quality. They have
the flexibility that they can attain and reach the high standard of meeting the satisfaction of their
customers with its offered different and distinct foods and call it as “A mosaic of different
flavours, not just one blanket that fits all”. Their fried chicken having its delicately hand-breaded
to be crispy on the outside, with a secret marinade making it juicy inside. It is the reason why
customers buy it over others.

III. SWOT ANALYSIS

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Strength
 Jollibee has very strong brand names, which cater everyone attention.
 Offer variety of foods
 Gained customers loyalty
 Leading fast food chain in the Philippines
 It has tasty food which loved by the customers, especially their
chicken.
 Strong market because of the endorser they have.
 They have a stability which even though that they will lose some profit
they can still operate.
 They are known not only in the Philippines but also internationally
 They can easily adapt in the changes in the society.
 They treat their employees like their family.
Weakness
 Jollibee has pricy food.
 Not all people are preferred to eat at fast food chain
 Fast food can cause obesity
 Unhealthy food
 The new issue in the Jollibee which they serve fried towel instead of
chicken
Opportunities
 Expansion in the international market
 New product and services offer.
 Online Market.
Threats
 New fast food chain in the food industry.
 Pandemic
 Inflation
 Their competitor have collaboration with international artist.
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IV. INTEGRATIVE GROWTH STRATEGIES

Integrative growth strategies helps the company to increase their sales and
profit through backward, forward, horizontal and conglomerates. Jollibee use different type of
strategies that why they become top fast food chain here in the Philippines.
Horizontal Integration is acquiring other business that same as your business
or your competitor. Jollibee is considered as horizontal integration because JCP acquire fast food
chain like, chowking, greenwhich and mang inasal.
Backward integration is when a business buy its supplier. JCP acquire coffee
bean & Leaf tea, a coffee store. JCP bought coffee farm in the china.
Conglomerate is when you acquire a business that not related to your business.
Jollibee Food Corporation has this type of strategy because they acquire the DoubleDragon
properties, which is a real estate business. Mr. Tony Tan Caktiong is co-chairman of
DoubleDragon properties.

V. BCG MATRIX
STAR QUESTION MARK
Yumburger Coke Float
French Fries
Spaghetti
CASH COW DOG
Chicken Joy Peach Mango pie
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VI. CONCLUSION

Jollibee is still in the top market in the Philippines for over 40 years and they
did not suffer from instability.

REFERENCES:
ABOUT JOLLIBEE
https://www.jollibee.com.ph/
https://jollibeeusa.com/about-us/

TIMELINE HISTORY
https://theindependent.sg/jollibee-a-timeline-of-success-from-local-filipino-eatery-to-acquiring-the-
world/

BOARD OF DIRECTORS/KEY PEOPLE

https://www.wsj.com/market-data/quotes/PH/XPHS/JFC/company-people

ORGANIZATIONAL STRUCTURE
https://www.google.com/search?q=fast%20food%20jollibee%20jollibee%20organizational
%20chart&tbm=isch&hl=en&sa=X&ved=0CB0QtI8BKABqFwoTCJibqYaA2_ECFQAAAAAdAAAAABAW&biw
=1349&bih=657#imgrc=arlLQTqGP7IlzM

VISION AND MISSION

https://www.jollibee.com.ph/vision-and-mission/
https://www.jollibee.com.ph/jollibee-careers/our-values-mission-and-vision/

KEY MARKET
https://www.geniusequestrian.com/edward-jones-ofn/31cc80-target-market-of-jollibee

CONTRIBUTION
https://www.academia.edu/27787584/JOLLIBEE_FOODS_CORPORATION_INTERNATIONAL_EXPANSION_
A_CASE_STUDY

DISTINCTION
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https://www.cnbc.com/2019/04/03/why-everyone-is-obsessed-with-filipino-fast-food-chain-
jollibee.html