Dalanon MKTG 5 Assignment1

YENCY E.
DALANON BA – MARCOM – 2 MKTG 5 – MARKETING PLANNING AND FORECASTING
THE FOOD INDUSTRY IN THE PHILIPPINES

JOLLIBEE VS MCDONALDS
➢ SHORT DESCRIPTION
The two competing food corporations are one of the most go-to and popular food chain in
the Philippines. Jollibee is the flagship brand of Jollibee Foods Corporation and the largest and fastest
growing Asian Restaurant, founded by the Filipino Billionaire Businessman, Tony Tan Caktiong.
McDonald’s on the other hand, is an American Fast-food company, founded by the McDonald
Brothers, Richard, and Maurice McDonald. McDonald Philippines was first operated and opened by
Dr. George T. Yang. Eventually McDonald’s Philippines is then fully Filipino-owned.
❖ JOLLIBEE
o MISSION STATEMENT
▪ “To serve great tasting food, bringing the joy of eating to everyone.”
o ABOUT THE MISSION STATEMENT

▪ When it comes to customer focus, Jollibee’s mission statement does not fail to be
customer-centric and have concentrated on building the customer experience.
▪ Following with their mission are their brand values that has been upheld
throughout their years of service:
• Customer Focus
• Speed with Excellence
• Humility to Listen and Learn
• Spirit of Family and Fun
• Integrity
▪ Amongst their brand values, they integrated Family and Joy the most in their
brand image.
▪ Jollibee may have a global customer base, but they definitely allocated a higher
budget in the Philippines when it comes to opening or improving their branches
for it follows their Vision statement: “to be the dominant number one in branded
eat-out in the Philippines”
▪ Jollibee’s Core competencies lies in its tight operational management and its
excellence in catering to the local customers without jeopardizing their brand
image due to their flexibility in adapting to the market.
o MARKETING ACTIONS
▪ PRODUCT
• There is a reason why Chicken Joy is more well-loved and preferred by a
lot of Filipinos. The taste of the products of Jollibee are more likely to suit
to the taste of the locals. The products such as the hamburger, spaghetti
and the chicken are cooked to be somewhat ‘home-made’ and it appeals
to the appetite of the locals.
• This is important when fulfilling to their mission statement because not
only it tastes delicious and endearing to the local customers palate but
also incorporated how it taste like ‘home and family’.
▪ PRICE
• Pricewise, Jollibee’s products are cheap and affordable to many. Since it
is a family restaurant, the prices are not that expensive since their target
market are the middle to higher class and the “traditional Filipino family”
– appealing kids, teens, to adults.
• Jollibee prices its products so that its target customers can afford it easily.
Not only the corporation prices their products reasonably but also take
pride in their strict quality control of each and every one before serving.
▪ PLACE
• Since their mission and vision statement expresses of bringing their food
to ‘everyone’, the company maintains high control in its distribution
strategies, locally and globally.
• Jollibee’s store location and positioning ensures them of high traffic
activities. Where there are unmeet needs and high population, a Jollibee
store is bound to be there, where their target audience can access the
store easily.
• Adapting the modern digital route as well, Jollibee also makes use of
different e-commerce platforms for customers to order anytime and
anywhere.
▪ PROMOTION
• The company also spends a whopping budget when it comes to
advertising. Starting off with well-known and well-loved celebrities, Sarah
Geronimo, the Legaspi Family, the Muhlach family, Joshuah Garcia and
Julia Barreto, and Nadine Lustre and James Reid.
• The mentioned brand endorsers in the Jollibee advertisements are
always showing off either having a fun time, sharing their meals, or
bonding with each other in their home or in the store itself.
• Parallel to the mission statement and values, the promotions and
advertisement always shows how the products are mouth-watering as
the people enjoy them with their family and loved ones.
❖ MCDONALD’S
o MISSION STATEMENT
▪ “To be our customers’ favorite place and way to eat and drink”
o ABOUT THE MISSION STATEMENT

▪ McDonald’s highlights the significance of customers as a major business focus.
▪ Following with their mission are their brand values:
• Customer-Driven
• Malasakit
• Integrity
• Teamwork
• Excellence
▪ McDonald’s core competencies in fulfilling their mission statement are providing
convenience whenever and wherever the people need and want to eat fast food,
with good quality and value at a cheap price.
▪ Since the fast-food company emphasizes on being customer-driven, the
customer’s preferences are a major determinant in the business. Hence, to be the
customer’s favorite place and way to eat and drink, they provide competent and
friendly staff, quality service, tasty and affordable global-standard meals. In this
manner, McDonald is seeking to continuously improve their operations and
enhancing customer experience, exceptionally and ethically.
o MARKETING ACTIONS
▪ PRODUCT
• McDonald’s products have a more standardized menu. McDonald’s all
over the world always has the signature Big Mac, apple pie, chicken
nuggets, fries, and sundae. Although with the standardized menu, they
are also flexible enough to cater to the tastes of the locals.
• In the Philippines, McDonald’s menu has featured the Chicken McDo,
Burger McDo and the McSpaghetti to suit the Filipino palate and a
response to its business competition.
▪ PRICE
• McDonald’s price varies from country to country, but still considered to
be locally affordable, making it a go-to restaurant for their target
customers which are students, employees, and professionals alike.
▪ PLACE
• Providing convenience and accessibility is a main priority for the
company. Hence, their store locations and placements are mostly where
there are many people such as malls, shopping centers and even opened
dessert kiosks in some areas.
• Accessibility and convenience also extend to the time the store operates
with their ‘Open 24/7’ service and utilizes the many e-commerce
platforms to adapt to the modern technology.
▪ PROMOTION
• The company also has their share of promotional efforts and brand
endorsers. They also have exceptional handling when it comes to their
branding image and use of logos in their packaging, venues and slogans,
creating a positive image on the brand.
• Recently, McDonald’s collaborated with the Big hit K-Pop boy group BTS
for a package meal named ‘BTS Meal. This is a collaboration to celebrate
the group’s anniversary and wanting to share a meal with their fans all
over the world.
➢ SUGGESTIONS ON CHANGES
Between the Jollibee and McDonald’s, the company I would like to make a suggestion on changes
is the latter. Jollibee has a more endearing and obnoxiously inclusive brand image that has high-end
qualities. Even if McDonald has a bigger profit and penetration in the global market, Jollibee is a strong
and smart contender in the global food industry. Considering the company’s ambitions and values, I would
change the mission statement from: “To be our customers’ favorite place and way to eat and drink”
to “To be the world’s favorite place and way to eat and drink”.
In that way, it has a more inclusive and ambitious ring to the brand’s goals and image.
With their belief of continuous improvement on their operations and service, I believe such
positive energy should also extend towards its employees, customers and to potential
customers; to improve the way of life through quality and comfort food served with a smile.
REFERENCES
▪ About Us McDonald’s Philippines. McDonald’s Philippines. Retrieved June 24, 2021.
https://www.mcdonalds.com.ph/
▪ Meyer, P. McDonald’s Mission Statement and Vision Statement (An analysis). Panmore Institute.
February 20, 2019. http://panmore.com/mcdonalds-vision-statement-mission-statement-analysis
▪ Winterbell, A. The 4Ps Applied to McDonald’s. Better Marketing. July 1, 2020.
https://bettermarketing.pub/the-4-ps-applied-to-mcdonalds-ba85daac19c9
▪ Jollibee Foods Corporation. Jollibee Philippines. Retrieved June 24, 2020. https://www.jollibee.com.ph/
▪ Jollibee – Home of the Famous Chickenjoy. Jollibee USA. Retrieved June 24, 2021.
https://www.jollibeeusa.com/
▪ Henry, Z. Marketing Strategy of Jollibee Foods Corporation. Case48. August 22, 2018.
https://www.case48.com/case/Jollibee-Foods-Corporation-Marketing-Strategy-10981

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YENCY E.

DALANON BA – MARCOM – 2 MKTG 5 – MARKETING PLANNING AND FORECASTING

THE FOOD INDUSTRY IN THE PHILIPPINES

o ABOUT THE MISSION STATEMENT

o ABOUT THE MISSION STATEMENT

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