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    Marketing Plan

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    portace05

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    Marketing Plan

    Uploaded by

    portace05
    12 views2 pages

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    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    12 views2 pages

    Marketing Plan

    Uploaded by

    portace05

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Marketing Plan

    Name: GUIBIJAR, KISSES ANN PATRICIA V.

    Year/Block: 3BSHM-D

    JOLLIBEE

    Executive Summary

    Jollibee, a flagship brand of the Jollibee Foods Corporation, is one of the most beloved
    fast-food chains in the Philippines and is known for its unique offerings, such as Chickenjoy,
    Jolly Spaghetti, and Yumburger. With a strong foothold in the Filipino market, Jollibee has
    continuously expanded its presence both domestically and internationally, aiming to become a
    leading global brand in the fast-food industry.

    The primary objectives of this marketing plan are to strengthen Jollibee’s market share,
    enhance digital and customer engagement, and meet changing consumer preferences. By
    focusing on the quality of food, community-driven marketing, and innovative customer service,
    Jollibee seeks to sustain its competitive advantage while exploring opportunities for growth. Key
    strategies include expanding digital ordering capabilities, introducing health-conscious menu
    options, and leveraging strong community connections to build brand loyalty.

    Introduction

    Current Situation of the Company: Jollibee is currently the largest fast-food chain in the
    Philippines, with over 1,200 outlets across the country and more than 200 international
    locations, primarily in countries with significant Filipino communities. Known for its commitment
    to local taste preferences, Jollibee has successfully captured the Filipino market by blending
    American-style fast food with unique Filipino flavors. The company has recently focused on
    international expansion, targeting countries such as the United States, Canada, and the Middle
    East. Jollibee remains financially strong, with revenue growth supported by its diversified food
    portfolio and strategic acquisitions, including brands like Smashburger and Coffee Bean & Tea
    Leaf.

    Environmental Factors: Jollibee operates within a dynamic environment influenced by


    economic, social, and technological factors. Economic challenges such as inflation and
    fluctuating raw material costs affect pricing strategies and operational costs. Socially, Jollibee
    adapts to Filipino values of family and community, which are central to its brand image.
    Technological advancements, such as the rise of mobile ordering and delivery platforms, have
    driven Jollibee to innovate in digital engagement, offering seamless ordering experiences
    through apps and partnerships with third-party delivery services. Environmental sustainability is
    also a growing concern, influencing packaging and sourcing practices.
    Competitive Analysis: Jollibee faces significant competition from both international and local
    fast-food brands. Global brands like McDonald’s and KFC, which also have strong footholds in
    the Philippines, are Jollibee’s primary competitors. Jollibee differentiates itself through its menu
    offerings, which cater to Filipino tastes, creating a loyal customer base that associates the brand
    with local flavors. While these international brands are popular for their global image, Jollibee’s
    localization strategy gives it an advantage in the domestic market. However, competition
    remains intense as other brands continuously adapt their menus to appeal to Filipino
    consumers.

    Marketing Trends: Current marketing trends shaping Jollibee’s strategy include the growing
    preference for digital engagement and delivery services. Customers are increasingly using
    mobile apps for food delivery, prompting Jollibee to expand its online and app-based services.
    The demand for health-conscious menu options is another trend influencing fast-food offerings,
    pushing Jollibee to consider incorporating healthier ingredients and menu items. Additionally,
    social media marketing and influencer partnerships have become essential to brand awareness,
    especially among younger audiences. Jollibee leverages these trends with community-centered
    campaigns that highlight Filipino values and resonate with its core customer base.

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