ASSIGNMENT #2

PRESENTED TO THE FACULTY OF BSA

AMPIG, PHOEBE KATE T.

BAYHON, ARA JEAN

BENDANILLO, ANJILENE

BUSAYONG, ZYRAH

DIGNADICE, DESSA MAE D.

ENRIJO, KRISTINE S.

JABAY, JESSELLE JANE P.

MANIEGO, MARY JOY O.

MIRANDA, ARVEL GRACE R.

SODUSTA, KIMBERLY JANE N.

TADIO, ANNALIZA PIA GRACE C.

SEPTEMBER 9, 2024
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Jollibee is a popular fast-food chain based in the Philippines, known for its unique

fusion of American fast food and Filipino flavors. Founded by Tony Tan Caktiong

in 1978 as an ice cream parlor, Jollibee quickly evolved to include hot meals,

leading to the creation of its now-iconic brand. The menu features a variety of

items, with highlights including Chickenjoy, a crispy fried chicken renowned for its

juicy meat and savory gravy, as well as spaghetti, burgers, and various side

dishes. The cheerful bee mascot symbolizes joy and celebration, becoming a

beloved figure for families and children. With a strong cultural presence,

particularly among Filipino communities, Jollibee is associated with family

gatherings and celebrations. The company also engages in social initiatives

through the Jollibee Group Foundation, focusing on education, disaster relief, and

community development. Over the years, Jollibee has received numerous awards

for food quality and service, solidifying its reputation as a cherished institution

both locally and internationally.

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Buying Behavior

Buying behavior in business refers to the decision-making processes and actions

that organizations undertake when purchasing goods or services. This includes

factors such as needs recognition, information search, evaluation of alternatives,

and the final purchase decision.

Jollibee's buying behavior can be characterized by several key factors:

Demographics: Jollibee attracts a diverse customer base, including families,

young adults, and children. Its affordability appeals to budget-conscious

consumers.

Cultural Significance: In the Philippines, Jollibee is more than a fast-food chain;

it’s part of cultural celebrations and family gatherings, influencing purchasing

decisions.

Menu Preferences: Customers often prefer items that reflect local tastes, such as

the Chickenjoy and Jolly Spaghetti. Limited-time offerings can drive impulse

purchases.

Brand Loyalty: Many customers exhibit strong brand loyalty, often choosing

Jollibee for its unique flavors and familiarity.

Promotions and Marketing: Effective advertising and promotions, especially on

social media, significantly influence consumer behavior, drawing in both loyal

customers and new visitors.

Convenience: The availability of delivery and takeout options has increased

convenience, particularly for busy families and young professionals.

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Geography

In a business context, geography refers to the study of how location and physical

environment influence economic activities, consumer behavior, and market

dynamics. This includes understanding the geographic distribution of customers,

suppliers, and competitors, as well as regional characteristics such as climate,

culture, infrastructure, and population density. Businesses use geographic data to

make strategic decisions about where to locate operations, how to market products,

and which markets to target. By analyzing geographic factors, companies can

optimize their logistics, tailor their offerings to specific regions, and enhance

customer engagement based on local preferences and trends.

Jollibee, founded in the Philippines in 1978, has expanded globally, with locations in

the United States, Canada, the Middle East, and parts of Asia. Its ultimate goal is to

establish a strong international presence while delving into local markets. Jollibee

originated in the Philippines in 1978 and has since grown into a global fast-food

chain. The ultimate goal of Jollibee is to spread its unique offerings, like Chickenjoy

and Jolly Spaghetti, to diverse markets worldwide.

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Demographics

Demographics refer to the statistical characteristics of a population that can influence

consumer behavior and market trends. This data typically includes factors such as

age, gender, income level, education, marital status, occupation, and geographic

location. Businesses use demographic information to identify and segment their

target audiences, tailor marketing strategies, and develop products that meet the

specific needs and preferences of different consumer groups. By understanding

demographics, companies can make informed decisions regarding product

development, pricing, advertising, and overall business strategy to better align with

their target market.

Demographic segmentation for Jollibee includes:

• Age: Targeting a range of consumers: o Teenagers (13-17 years) o Young Adults

(18-25 years) o Adults (20-35 years)

• Gender: Inclusive of all gender identities, including male, female, and transgender.

• Ethnicity: Primarily serves Filipinos, aiming to bring joy and great-tasting food to

every Filipino family.

• Income: Affordable pricing appeals to lower and middle-income consumers.

• Religion: Welcomes all religions, with notable populations including Roman

Catholics (80.6%), Protestants (8.2%), other Christians (3.4%), and Muslims (5.6%).

Although some religions restrict meat consumption, this does not impact Jollibee's

overall target market as its offerings are broadly accessible.

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Sales Volume

Sales volume in business refers to the total quantity of products or services sold over

a specific period, typically measured in units. It is a key performance indicator that

helps businesses assess their sales performance, track growth trends, and evaluate

the effectiveness of their marketing strategies. It can be analyzed alongside other

metrics, such as revenue and profit margins, to provide a comprehensive view of a

company’s financial health. Understanding sales volume is essential for inventory

management, production planning, and forecasting future sales, enabling businesses

to make informed decisions and adjust strategies as needed.

Jollibee Foods Corporation has consistently demonstrated robust sales growth over

the years. In 2022, the company reported a net income of around ₱4.6 billion (about

$93 million), a significant recovery post-pandemic. As of 2023, Jollibee operates over

1,400 stores in the Philippines and has expanded internationally with hundreds more

in countries like the United States, Canada, and various locations in Asia.

The company’s strategic initiatives, such as menu innovation, digital ordering, and

aggressive expansion, have fueled its sales volume. In the first half of 2023, Jollibee

reported a sales increase of about 25% compared to the same period in the previous

year, indicating strong consumer demand and brand loyalty.

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Profitability

Profitability in business refers to the ability of a company to generate profit relative to

its revenue, assets, or equity. It is a key indicator of financial health and operational

efficiency, reflecting how well a business can convert its resources into earnings.

Jollibee, the Philippines' beloved fastfood chain, has consistently demonstrated

strong profitability, making it a success story in the global fastfood industry.

Here's a breakdown of factors contributing to its success:

1. Strong Brand Loyalty: Jollibee boasts a loyal customer base, particularly in the

Philippines. This loyalty stems from its unique menu, nostalgic appeal, and strong

brand identity. This translates to consistent sales and revenue streams.

2. Efficient Operations: Jollibee has mastered efficient operations, focusing on

speed, quality, and customer service. Their streamlined processes and standardized

recipes ensure consistent product quality across all locations, minimizing waste and

maximizing profitability.

3. Strategic Expansion: Jollibee has strategically expanded its presence both

domestically and internationally. They have targeted markets with a strong Filipino

diaspora, ensuring a familiar and welcoming brand experience for customers abroad.

4. Menu Innovation: Jollibee constantly innovates its menu, introducing new products

and flavors to cater to evolving customer preferences. This keeps their offerings

fresh and exciting, attracting new customers and retaining existing ones.
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5. Cost Management: Jollibee is known for its cost-effective approach. They prioritize

value for money, offering competitive prices and generous portions, attracting

budget-conscious customers.

6. Strong Financial Performance: Jollibee consistently reports strong financial

performance, with high revenue and profit margins. This demonstrates their ability to

manage costs, generate revenue, and maintain profitability.

Challenges and Future Prospects:

Despite its success, Jollibee faces challenges: - Competition: The fastfood industry

is fiercely competitive, with global giants like McDonald's and KFC vying for market

share.

- Economic Fluctuations: Economic downturns can impact consumer spending,

potentially affecting Jollibee's sales.

- Maintaining Brand Identity: As Jollibee expands internationally, it faces the

challenge of maintaining its unique brand identity while adapting to local tastes and

preferences

Overall, Jollibee's profitability is a testament to its strong brand, efficient operations,

and strategic expansion. However, the company must continue to adapt and

innovate to maintain its competitive edge in the ever-evolving fast food industry.
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Core Service Expectations:

Speed and Efficiency: Customers expect their orders to be taken and prepared

quickly, especially during peak hours.

Accuracy: Orders should be accurate, with the correct items and any requested

modifications.

Cleanliness: The restaurant, including tables, restrooms, and food preparation areas,

should be clean and well-maintained.

Friendliness: Staff should be courteous, helpful, and approachable.

Value for Money: Customers expect affordable prices for the food and drinks offered.

Additional Expectations:

Consistent Quality: Food should taste good and be prepared consistently, regardless

of the location or time of day.

Variety: Jollibee offers a diverse menu, catering to different tastes and preferences.

Family-Friendly Atmosphere: The environment should be welcoming and suitable for

families with children.

Promotions and Specials: Customers appreciate discounts, deals, and limited-time

offers.
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Customer Benefit Package

It is a clearly defined set of tangible (goods-content) and intangible (service-content)

features that the customer recognizes, pays for, uses, or experiences. It is what

makes a product or service stand out to provide value to its customers and enhance

what they receive from it. A CBP is a method for customers to visualize the perks

and advantages of the product or service so that customers can decide if they want

to purchase it.

Jollibee's customer benefit package includes tangible benefits such as a variety of

unique menu offerings like Chickenjoy, affordable pricing, widespread accessibility

with 24-hour service and delivery, a family-friendly atmosphere, and fast service.

Intangible benefits include strong brand affinity, excellent customer service,

community engagement, and consistency in quality, making it a popular and reliable

choice for customers seeking comfort food at a reasonable price. - CBP is what

makes a product or service stand out to provide value to its customers and enhance

what they receive from it. A CBP is a method for customers to visualize the perks

and advantages of the product or service so that customers can decide if they want

to purchase it.
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Peripheral Goods, Peripheral Service, Variant

Peripheral Goods are typically items added to enhance the experience of the

customer. In a food chain like jollibee, peripheral goods are food options or

merchandise added to their main dishes to elevate their customers' dining

experience.

Peripheral services in a customer benefit package refer to additional services or

features that enhance the overall value of a primary product or service but are not

the main offering itself. These services provide added convenience, support, or

enjoyment, contributing to a more comprehensive customer experience.

Variant refers to different options or configurations of a product or service designed

to meet varying customer needs and preferences. These variants enhance the

overall value and appeal of the offering.

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Existing New
Peripheral Goods 1. Add ONS 1. Variety of sauce or dips
2. Dessert and Sides for their chicken
3. Combo and value meals (seasonal sauce, limited
4. Beverages edition sauce)
5. Merchandise like Kiddie Meals 2. More Ad On Options
(Onion Rings, Cheese
Sticks/ mozzarella fries,
buttered corn)
3. Flavored fries: Sour
cream, Cheese Barbecue
4.Slushies
5.Rice Option: Plain Rice
Garlic Rice, Adobo Rice
6. Appetizer -Salad More
Chicken combo option
(Chicken tenders,
Flavored wings/chicken)
Peripheral Fast Service: Quick preparation Event or giving of awards
Services and serving of meals. to those who are loyal to
Customer Service: Friendly and business.
efficient staff interactions,
ensuring customers are satisfied
with their meals.
Availability: Long or 24-hour
operational hours to serve food
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at different times in all braches.

Add on Service: Kids Party to
celebrate birthday events
Variant Free photocards of Bini. Free merchandise of their
Free Wi-Fi favorite KPOP/ PPOP
group.