STRATEGIC

MANAGEMENT

Almeda, Charlene F.
Baguio, Jerome
Fabrigas, Maxhyl
Porlaris, Ria
Samsona, Ronah
Tolentino, Sairyl Dane M

LM463 / LM42FB1
 COMPANY PROFILE
• Jollibee Foods Corporation (PSE: JFC) (widely known as Jollibee) is a fast-food restaurant chain
based in the Philippines. As of December 2007, Jollibee has become one of the biggest fast-food
chains in the world with 1,655 stores worldwide. As of March, 2008, JFC has 1,466 stores in the
Philippines namely, Jollibee (627), Chowking (377), Greenwich Pizza (236), Red Ribbon
Bakeshop (194), Délifrance (28) and Manong Pepe's As of end-September, 2008, JFC has 1,490
local and 228 foreign stores in its portfolio.

• Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor from Bankerohan, Davao
City[5] to Cubao in 1975 with Jolibee as the original name. Sometime in 1978, Caktiong and his
brothers and sisters engaged the services of a management consultant, Manuel C. Lumba. Lumba
shifted the business focus from ice cream to hamburgers,after his studies showed that a much
larger market was waiting to be exploited. Lumba became Caktiong's first business and
managementmentor. Lumba next re-formed the name Jolibe to Jolly Bee and made the two words
form a single name, Jollibee, changing the "y" to an "i". The Jollibee mascot was inspired by local
and foreign children's books. Lumba next created the product names "Yumburger"
and"Chickenjoy". He had the company incorporated and leased a house on Main St. in Cubao,
Quezon City as the first headquarters.

• Lumba formulated a long-term marketing strategy: listing up a number of consumer promotions

and traffic building schemes. Caktiong stressed that developing internal strengths was critical.
The stores were re-designed, the service transformed into a full self-service, fast-food operation
with drive-throughs. Not long after, Caktiong and Lumba went on an observation tour in the
United States, attended food service and equipment conventions. Caktiong placed Lumba in
charge of franchise development.

• In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations.
In 1987, barely 10 years in the business, Jollibee landed into the country’s Top 100 Corporations.
It became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993,
Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus
broadening its capitalization and laying the groundwork fo r sustained expansion locally and
beyond the Philippines.

• Jollibee, on November 21, 2008, won in the Singapore, Asia-Pacific annual SCM Logistics
Excellence Awards gala event, the "FMCG and F&B Supply Chain

• Cited by the Far Eastern Economic Review, as the #1 EMPLOYER IN THE PHILIPPINES. The
 Asian Wall Street Journal and Hewitt Associates ranked JFC as 3rd among ASIA’S MOST
ADMIRED COMPANIES in 2000. Recognized by the World Economic Forum as the "GLOBAL
GROWTH COMPANY" they are now ranked #16 among ASIA’S BEST EMPLOYERS, the only
Philippine company in the list, and, as also cited as No. 1 in "OVERALL LEADERSHIP" among
the top 10 Philippine companies doing business in Asia.

MISSION AND VISION STATEMENT

Mission

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

Together with our partners, we jollify our communities with:

• Improved access to Education for the youth;

• Leadership development for local organizations;
• Livelihood programs for small farmers;
• Environment-friendly initiatives; and
• Decent Housing and Disaster Relief for calamity-stricken regions.

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.

We are the best tasting QSR..

The most endearing brand...
that has ever been...
We will lead in product taste at all times...
We will provide FSC excellence
in every encounter...
Happiness in every moment...
By year 2020, with over 4,000 stores worldwide,
Jollibee is truly a GLOBAL BRAND. (And the Filipino will be admired worldwide)
 MISSION AND VISION STATEMENT EVALUATION

CRITERIA EVALUATION

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

Products and To serve great tasting food. Bringing the joy of eating to everyone.
Services

Markets By year 2020, with over 4,000 stores worldwide

Technology to be better prepared for more of its future undertakings, be it regional

and local, by making sure that it's IT organization is agile enough to
become very efficient and effective for its business expansions.

Concern for To promote a value system that places people above profit
Survival, Growth
And Profitability

Philosophy We will provide ESC excellence in every encounter…

Happiness in every moment.

Self-Concept We are the best tasting QSR..

Concern for Public Customers focus, enables Jollibee strong to achieve in meeting standards
Image of food quality, service, cleanliness and cooperation.

Concern for Employing highly efficient people, systems and processes that allow us
Employees to deliver and exceed customer expectation.

Concern for nation Jollibee is truly a GLOBAL BRAND. (and the Filipino will be admired
building worldwide)