Submitted by: Submitted by vivpatricia
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Date Submitted: 10/15/2013 07:36 AM
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....