Case Study of Jollibee

Mariano Marcos State University

College of Business Economics and Accountancy

Batac City, Ilocos Norte

MARKETING MANANGEMENT

PROMOTION CASE STUDY

Submitted by:

Silvestre, Vivialyn Patricia M.

BSAT II-A

Submitted to:

Mrs. Analyn Manglanlan

October 2013

I. COMPANY BACKGROUND

A. Company Profile

• Company’s Name: Jollibee Foods Corporation

• Address/Branches

Company Headquarters: Jollibee Plaza Bldg.

F. Ortigas Jr. Road (formerly Emerald Avenue)

Pasig City, Philippines Branches: 112

• Values

Customer Focus

Excellence

Respect for the Individual

Teamwork

Spirit of Family and Fun

Humility to Listen and Learn

Honesty and Integrity

Frugality

• Mission

To serve great tasting food, bringing the joy of eating to everyone.

• Vision

Jollibee Foundation envisions that every Filipino is able to access basic community services and live a life defined by dignity, purpose and active participation in nation-building.

• Historical Background

The Jollibee Food Corporation was founded by Tony Tan Caktiong and his family. And did you know that the Jollibee Food Corporation wasn't selling fast food back in the days, instead they sell ice creams, and it was named as Jolibe. But after sometime, they decided on getting the services of a management consultant in the person of Manuel C. Lumba. Lumba suggested that to shift their business of ice cream parlor to hamburgers after his studies showed that a much larger market was waiting to get tapped. And sure enough, their hamburgers became a hit for a lot of Filipinos. After this success, Lumba next reformed the name Jolibe to Jolly Bee and made

the words form a single name Jollibee.

Then Lumba next created the product name "Yumburger" for their hamburgers as well as the name "Chickenjoy" for their—ah you what it is. Because of the fame of the Jollibee Food Corporation, they have decided on incorporating some expansions and acquisitions....