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PRINCIPLES OF MARKETING Topic Jollibee and its marketing environment (Nguyen Quynh Trang)
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Jollibee Group Foundation is the social responsibility arm of the Jollibee Group, one of the fastest-growing Asian restaurant companies in the world. Jollibee Group Foundation promotes improved access to food by implementing programs on agroentrepreneurship, education, and disaster response, together with partner organizations in the Philippines and from other countries.
A. ABOUT JOLLIBEE __________________________________________________________ 4
1. INTRODUCTION ____________________________________________________________ 4
2. VISION, MISSION AND VALUES________________________________________________ 4
3. PRODUCTIONS_____________________________________________________________ 4
B. THE EXTERNAL AND INTERNAL ENVIRONMENT. ___________________________ 5
I, EXTERNAL ENVIRONMENT_____________________________________________________ 5
1. Capacity ________________________________________________________________ 5
2. Resource ________________________________________________________________ 6
2.1. R&D _______________________________________________________________ 6
a. Franchise Jollibee____________________________________________________ 6
b. Jollibee –Understanding to succeed. _____________________________________ 8
2.2. Technology __________________________________________________________ 9
a. Better branding ______________________________________________________ 9
b. Build potential customer data and better care of customers __________________ 11
c. Reduce costs on a large scale___________________________________________ 11
2.3. Branding __________________________________________________________ 11
2.4. Marketing _________________________________________________________ 12
a. Product____________________________________________________________ 12
b. Price______________________________________________________________ 13
c. Place______________________________________________________________ 14
d. Promotion__________________________________________________________ 14
2.5. Human Resource ____________________________________________________ 15
II. INTERNAL ENVIRONMENT___________________________________________________ 15
1. Micro environment _______________________________________________________ 15
1.1. The company _______________________________________________________ 15
1.2. Supplier ___________________________________________________________ 16
1.3. Marketing intermediaries _____________________________________________ 17
1.4. Competitors ________________________________________________________ 18
a. Lotteria______________________________________________________________ 19
b. KFC_________________________________________________________________ 20
1.5. Customers _________________________________________________________ 21
2. Macro environment ______________________________________________________ 22
1.1. Demographic _______________________________________________________ 22
1.2. Economic __________________________________________________________ 23
a. Inflation rate _______________________________________________________ 24
b. Interest rate ________________________________________________________ 24
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c. Consumer spending trends ____________________________________________ 25
d. Unemployment trends ________________________________________________ 25
1.3. Technological _______________________________________________________ 25
1.4. Political ____________________________________________________________ 27
1.5. Environment _______________________________________________________ 28
C. SWOT ANALYSIS __________________________________________________________ 29
D. CONCLUSION. ____________________________________________________________ 31
E. REFERENCES. __
Jollibee Group Foundation is the social responsibility arm of the Jollibee Group, one of the fastest-growing Asian restaurant companies in the world. Jollibee Group Foundation promotes improved access to food by implementing programs on agroentrepreneurship, education, and disaster response, together with partner organizations in the Philippines and from other countries.
A. ABOUT JOLLIBEE __________________________________________________________ 4
1. INTRODUCTION ____________________________________________________________ 4
2. VISION, MISSION AND VALUES________________________________________________ 4
3. PRODUCTIONS_____________________________________________________________ 4
B. THE EXTERNAL AND INTERNAL ENVIRONMENT. ___________________________ 5
I, EXTERNAL ENVIRONMENT_____________________________________________________ 5
1. Capacity ________________________________________________________________ 5
2. Resource ________________________________________________________________ 6
2.1. R&D _______________________________________________________________ 6
a. Franchise Jollibee____________________________________________________ 6
b. Jollibee –Understanding to succeed. _____________________________________ 8
2.2. Technology __________________________________________________________ 9
a. Better branding ______________________________________________________ 9
b. Build potential customer data and better care of customers __________________ 11
c. Reduce costs on a large scale___________________________________________ 11
2.3. Branding __________________________________________________________ 11
2.4. Marketing _________________________________________________________ 12
a. Product____________________________________________________________ 12
b. Price______________________________________________________________ 13
c. Place______________________________________________________________ 14
d. Promotion__________________________________________________________ 14
2.5. Human Resource ____________________________________________________ 15
II. INTERNAL ENVIRONMENT___________________________________________________ 15
1. Micro environment _______________________________________________________ 15
1.1. The company _______________________________________________________ 15
1.2. Supplier ___________________________________________________________ 16
1.3. Marketing intermediaries _____________________________________________ 17
1.4. Competitors ________________________________________________________ 18
a. Lotteria______________________________________________________________ 19
b. KFC_________________________________________________________________ 20
1.5. Customers _________________________________________________________ 21
2. Macro environment ______________________________________________________ 22
1.1. Demographic _______________________________________________________ 22
1.2. Economic __________________________________________________________ 23
a. Inflation rate _______________________________________________________ 24
b. Interest rate ________________________________________________________ 24
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c. Consumer spending trends ____________________________________________ 25
d. Unemployment trends ________________________________________________ 25
1.3. Technological _______________________________________________________ 25
1.4. Political ____________________________________________________________ 27
1.5. Environment _______________________________________________________ 28
C. SWOT ANALYSIS __________________________________________________________ 29
D. CONCLUSION. ____________________________________________________________ 31
E. REFERENCES. __
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