Submitted by: Submitted by Ant12CEM
Views: 10
Words: 3982
Pages: 16
Category: Business and Industry
Date Submitted: 03/31/2016 01:22 AM
1
Introduction
Chowking is one of the most promising Quick Service
Restaurants (QSR) in the Philippines and a business unit of the QSR
conglomerate Jollibee Foods Corporation.
Since the beginning of the acquisition of Jollibee Foods
Corporation of Chowking, the latter has paved its way to a better
business performance as evidenced by its overflowing increase in total
assets accounting to PhP 2.25B from PhP8M in1985.
Quintuple increase in sales have been recorded between the
periods of 2001 and 2007 that accordingly resulted to increase in its
market share penetrating that of its giant indirect industry competitors
and leaving behind its direct competitors in the race to winning the
market.
Also, Chowking has outperformed its direct target market
competitor McDonalds in terms of the number of total channels and
rate of increase in market shares.
Truly, Chowking has made a mark in its market.
The Challenge to Chowking Food Corporation; however, does
not stop here. The food industry is among the industries that is already
in its maturity stage and possesses low barriers to entry for new
market players, thus, its market is one with the bargaining power given
the availability of a number of substitutes to its products.
Simultaneously, high value for product differentiation proved to be a
powerful tool to remain in the industry and Chowking is not an
exception to those with highly positioned product differentiation.
The challenge; however, is posed by the goal of continual
growth of the company beyond the aforementioned condition of the
Food Industry. Further, Chowking must penetrate the students market
to expand its market share. Lastly, with the depreciating purchasing
power of Global Pinoys how can Chowking create opportunities in this
dilemma to support its goal for continual growth?
2
Situational Analysis
The Emergence of the Prince of QSR
Chowking with its current market position can be said the
Prince of the Quick...