Final Paper in STRAMA

Members: Evangelista, Alexandria, Pabico, Joy and Merano, Cyruss

Strategic Objectives

Financial
• Jollibee strategy for Financial Growth is to increase revenue by 15% for 5 years by expanding the offering throughout the years.
• Jollibee strategy for Financial Efficiency is to decrease expenses by 10% for 5 years by Saving money on office supplies by contacting vendors
to let them know what price is good for the both shopping. Looking outside the pool of traditional vendors. Large discount can often beat
traditional office supply vendor prices. Also by cutting production cost, lower financial expenditure and narrow the focus.
• Jollibee strategy for Financial Efficiency is to increase net profit by 15% for 6 years by increasing the geographic reach.
Customers
• Jollibee strategy for Current Customers is to Increase customer retention by treating customers individually. Leverage their most under-utilized
assets — their employee base. Passionate, engaged employees can deliver personal customer experiences that create customer loyalty.
• Jollibee strategy for Current Customers is to Achieve and maintain outstanding customer service by providing good customer service, knowing
what you're selling, inside and out. doing something with the feedback that was receive from customers in order to make it useful in your
customer service process. Taking time to regularly review feedback, identify areas for improvement, and make specific changes in the
business.
• Jollibee strategy for Current Customers is to Expand sales to existing customers by serving a large number of customers, it can offer a personal
experience. The individual nature of the interactions helps to find out what each customer needs.
• Jollibee strategy for New Customers is to Introduce existing products into a new market.
• Jollibee strategy for New Customers is to expand sales to the global marketplace.

Operational
• Jollibee strategy for Marketing Management is to Develop and implement a promotional plan to drive increased business.
• Jollibee strategy for Customer Management is to execute and maintain a CRM process that is producing results.
• Jollibee strategy for Communication Management is to Improve internal communications.
• Jollibee strategy for Product/Service/Program Management is to have all product meet standard of excellence guidelines.
• Jollibee strategy for Operations Management: Increase community outreach.

Employees (Learning & Growth)

• Jollibee strategy for People is to Employ professionals who create success for customers.
• Jollibee strategy for Training is to develop the leadership abilities and potential of our team.
• Jollibee strategy for Culture is to align incentives and staff rewards with performance.
• Jollibee strategy for Knowledge is to continually learn and adopt current best practices.
Strategy

Leading fast-food chain in the Philippines & Food items appeal/ fit to Filipino’s taste
Constant Business process re-engineering is the main way in which organizations become more efficient and modernize. Business process
re-engineering transforms an organization in ways that directly affect performance.
Business Process Re-engineering is the key to transforming how people work. What appear to be minor changes in processes can have dramatic
effects on cash flow, service delivery and customer satisfaction. Even the act of documenting business processes alone will typically improve
organizational efficiency by 10%.
The best way to map and improve the organization's procedures is to take a top down approach, and not undertake a project in isolation. That means:
• Starting with mission statements that define the purpose of the organization and describe what sets it apart from others in its sector or industry.
• Producing vision statements which define where the organization is going, to provide a clear picture of the desired future position.
• Build these into a clear business strategy thereby deriving the project objectives.
• Defining behaviors that will enable the organization to achieve its' aims.
• Relating efficiency improvements to the culture of the organization
• Identifying initiatives that will improve performance

Cheaper food items compared to other fast food chains

Jollibee ensure that they constantly over the years that they value pricing so their strategy is to value price by assumes that customers see
price as a primary indicator of a product’s value. Value pricing occurs when a company increases a product’s benefits while either maintaining or
decreasing the price. A great example of value pricing is the ability to “super-size” drinks and fries at a fast-food restaurant. The value of the drink or
fries is increased because a customer can get significantly more of an item for a fraction more of the cost.

Creative marketing programs

Company Positioning
Ensuring high traffic needs an emphasis on store location and positioning Jollibee in the minds of the consumer as a place that they would
enjoy eating fast food. This entails proper branding and positioning of the service offered. Jollibee also projected itself as world class and not a local
brand. The service that is offered should be consistent over all Jollibee stores, however this might be a problem as the division has been slimmed
recently and resources might be stretched too far.
Jollibee’s Promotion
 Family is a key component for Jollibee’s promotion. They just simply don’t want to cater food and service, but they wanted to be part of your
family. It’s quality customer service of being family oriented is one of their key success instruments.

Short-term Goals/Priorities/Initiative

Tony Tan Caktiong Chairman and Chief Executive Message: “Our products have become better, our brands stronger and our organization more
capable. Our financial balance sheet is a potent power for future major investments.”

Integrated Marketing Communication (Promotion) Strategy

SITUATIONAL ANALYSIS
SITUATIONAL ANALYIS
• 1pc chicken joy original or spicy with
(What are we?) rice and gravy
• 2pcs chicken
• Jollibee • Chicken spaghetti/palabok
• Rich and famous perfectly seasoned • Chicken joy bucket treats
Chicken Joy • All Jollibee stores nationwide. Preferably
• Jollibee Chicken joy has just the right it can it can be Dine-in, take-out counters
combination. or delivery way.
• Five branches in 1978
• 801 stores
• 96 stores internationally
• 896 stores worldwide
• Promotional activities
• Below the line advertising schemes,
TV commercial, Print Commercials
and even Radio Commercials
 What do we want them to think, feel or do as COMMUNICATIONS OBJECTIVES
result of advertising?
HOW DO WE GET THERE?
• We want them to feel that Jollibee Chicken
Overall Communication Objective
Joy is an all time favorite chicken meal.
• We want them to think that Jollibee Chicken 1. To be globally competitive and meets the satisfaction of
Joy is enjoyable especially when you’re with the customers when it comes to the quality taste of
your family. Jollibee Chicken Joy

2. To have the highest market sales and to give customers

What is the most important insights we a delicious and tasty chicken meal
should exploit?
• I want Jollibee to give more
branches so I can buy Jollibee Target Market
Chicken Joy because it has an
extraordinary taste. • Can be male or female. Filipino Kids ages 3-10
years old: Teenagers ages 11-21 years old.
Filipino families (even senior citizens) from social
economic classes C, D and E who are looking for
a delicious fried chicken.

Creative Materials

Advertising

1. Print Advertisement
a. Newspaper
b. Billboards MEDIA SCHEDULE AND MEDIA BUDGET
2. Radio Commercials
a. Intro and sustaining
Media Placement: TV/ Social Media
3. Television Commercials
a. Intro and sustaining
4. Below-the- line Advertisements
a. LRT Wraps

Media Placement: Radio

Action Items:
Marketing Implementation
A. Structural Issues
Jollibee marketing strategies has a divisional organizational structure. They should handles a specific operational area. Jollibee should aim
of this organizational structure is to support autonomy and organizational flexibility.
Jollibee has a global hierarchy to cover all its operations worldwide so this feature of the organizational structure emphasizes corporate control.
Their performance-based divisions are the most distinct feature of Jollibee organizational structure.
Jollibee maintains function-based groups in its organizational structure. For example, under corporate operations, the company has a human resource
management group, a supply chain and franchising group, and a legal group. This characteristic of the organizational structure enables Jollibee to
address the basic functions in its business.
An advantage of the hierarchy in Jollibee organizational structure is its support for monitoring and control of global operations. Also, the performance-
based divisions have the advantage of enabling Jollibee to implement strategies based on market performance similarities. For example, the firm
applies similar strategies for all lead markets. However, a disadvantage of Jollibee organizational structure is that it tends to generalize strategies for
the performance-based divisions. The company has limited flexibility because of this feature of the organizational structure.

B. Tactical Marketing Activities (be very specific – this lays out the details of marketing strategy and how it will be executed)

Specific Tactical Person / Department Required Budget Est. Completion Date

Activities Responsible
Product Activities TONY TAN P2,512,420 05/26/20
1.Jollibee talent camp CAKTIONG
2. Jollibee summer workshop
3.Jollibee workshop
Pricing Activities TONY TAN P567,200 04/25/20
1.Product-Bundle Pricing CAKTIONG
2.
3.
Distribution / Supply ERNESTO P4,218,151 07/07/21
Chain Activities TANMANTIONG
1.Manufactured products
2. Advertising
3.Packaging
IMC (Promotion) ERNESTO P7,444,212 02/04/21
Activities TANMANTIONG
1.Advertising
2.Sales promotion
3.Direct marketing

C. Evaluation and Control

1. Formal Controls
 For the evaluation of our plan for Jollibee we will measure our actual task with their kind of standards. We will also evaluate our progress if it
is according to plan
• We will closely examine Jollibee’s financial resources to see whether or not the business is doing well.
• We will also evaluate and see their directing criteria on how they choose their employees based on their abilities and skills in the
workplace
• We will see their promotion criteria on how they move their people up in the organization ladder.
• Also examine their research and development team and to see what other products they are planning to showcase sometime during
the year.

2. Process Controls
• We will find out the different benefits that employees get after they are hired.
• How they manage their employees by taking a closer look in their different training programs.
• How the business communicates with their customers and to see their different communication channels
• Assess the employees on how they are working in the workplace
• Assessing the different communication tools Jollibee uses to interact with other branches around the area, like social media, newspapers, TV
ads and a lot more.

3. Overall Performance Standards

Based on the different strategies of Jollibee more and more customers have been coming back and forth in dining in Jollibee. In profitability
Jollibee has no issue about it everywhere a person goes there is always a Jollibee branch conveniently located near you. Of c ourse overall
customers are always satisfied on the products and services offered by Jollibee especially children wherein Jollibee is known to attract children
because of its mascot Jollibee. Customer retention is key in every fast food chain especially Jollibee because Jollibee relies on return
customers wherein loyal customers dine and dine again in Jollibee.

4. Product Performance Standards

Jollibee has been gradually innovating their menu adding more desserts, new meals, new combos and etc. Also the way they position
themselves in the market is that they keep on showing different kinds of advertisements on TV wherein there is a different scenario but at the
end Jollibee is later showed in the TV program.

5. IMC (promotion) Performance Standards

Jollibee has a large number of followers in their social media since they released their valentine’s day advertisement in Facebook, their
campaign was very simple but greatly captured their audience. This shows that Jollibee is great at promoting their brand, their idea and a lot
more. Ever since they released their ad, people started going to almost all Jollibee branches nationwide. This goes to show that the way they
promote through social media is probably the easiest and most efficient way in promoting their brand. Since then sales have gone through the
roof and still increasing its sales all throughout different branches nationwide.
6. Informal Controls

The issues that comprises employee self-control in the organization is:

• Lack of Sleep making him/her unproductive in the workplace
• Anxiety making it hard to communicate to the employees/customers
 • Lack of Focus
• Low Self-Esteem
• Stress
• Behavioral Problems
• Health Problems
• Culture Shock
• Culture Differentiation
There are a lot more issues with regards to employee self-control but all of those can be enhanced or fixed in a specific period of time. Employees
with different issues whether or not it’s personal or not. They should think ahead of the possible scenarios that they will encounter in the future when
they done focus on the things that they are doing. Businesses should monitor their employees once in a while and also let them do something
productive that will also boost employee morale. Especially in the fast food industry managers should expect their employees to be up and running in
doing their specific task at hand. Employees who lose focus during work will not only affect the business but also to the customers that is why
businesses should always find ways to motivate their employees making them more productive.
7. Implementation Schedule and Timeline (3 months sample format)
Month April May June

Activities Week 1 2 3 4 1 2 3 4 1 2 3 4

Product Activities

Jollibee talent camp X X

Jollibee summer workshop X X

Jollibee workshop X X

Pricing Activities

Product-Bundle Pricing X X

Distribution Activities

Manufactured products X X

Advertising X X

Packaging X X

IMC Activities

Advertising X X X X

Sales promotion X X

Direct marketing X X
Balance Scorecard of Jollibee Food Corporation
Strategy

Objectives Measures Targets Initiatives

Financial • Increase Profits • Increase in PH peso • 15% increase for 5 years • Increase financial
• Increase market share revenues • 10% decrease in expenses for 5 efficiency and decrease
• Increase in PH market price years unnecessary costs (cutting
• Increase in net profit by 15% for production cost)
6 years • Maintain goodwill and
• 20% increase in market share reputation of company
Customer • Provide service excellence • Number of daily customers • 30% increase in average no. of • Improve marketing of
• Trusted business partner • Number of new customers per month products
shareholders and current • 70% retainment of current • Accept sponsorship and
shareholders shareholders and 15% increase other exposure activities
in total number of shareholders
per annum.
Business Process • Develop new products • Increase in products • 10 new products per year • Research on the trending
• Refine current products • Increase in no. of orders of • Average of 600 orders per day food and use it to develop
• Provide quick service maintaining current products (per branch) a new menu.
quality • No. of minutes of • Maximum of 5 minutes serving • Create promos and
• Reduce errors and bottlenecks processing orders per time per customer bundles to attract buyers.
• Understand Customer segments customer • 80% reduction in number of • Provide guidelines in the
• Small percentage of errors errors and 50% learning curve for workplace and implement
and bottlenecks per total employees. JIT.
service time to each • Implement daily report
customer routines.
• Increase in number of
reports per branches and
strategies available
Learning & Growth • Increase Employee productivity • Number of hours rendered, • Maximum of 8 hours per day and • Implement piece-meal
• Provide trainings and seminars and number of products/ at least 50 orders per day labor compensation.
• Implement JIT/ lean process customers served • At least 2 seminars or trainings • Require attendance on
policies • Increase in number of per month seminars facilitated with
• Provide Access to information trainings and seminars • Must have 1 system that pay.
conducted per year employees can access. • Provide credentials for the
• Provide access to system established.
employees regarding non-
confidential information for
better understanding.
Execution

Plan/Objectives Persons Accountable Communications Money and Resources Time Frame Issues
Increase Profit and Finance and Marketing Each finance and Invest in good quality 1 Year (Annually) There might be fortuitous
Market Share Manager of Each Branch or Marketing Manager must ingredients needed for the events such as disease
Segments submit a report regarding products served. that affects livestock
the volume of sales, which are used for the
expenses incurred to Invest in marketing the current menu.
Head of Finance and products.
Marketing to monitor the There might be a change
profits. in customer preferences
making current menu unfit
With the help of the staff, for sale.
the finance and
marketing manager of
each branch shall work
hand in hand to monitor
the sales volume for
each month.
Provide Service The top management Daily
Excellence and be a shall implement new set
Trusted Business of rules and guidelines to
Partner be followed by the
employees in each
branch.

Each branch manager

will be responsible in
monitoring and
implementing the rules
and guidelines from the
top management to their
corresponding branches.
Provide quick Branch Manager The top management N/A Daily There might be
service maintaining shall implement new set employees with high
quality of rules and guidelines to learning curve which need
be followed by the to further train and can be
employees in each costly.
branch.
There might be some
Each branch manager branch manager that
will be responsible in won’t be able to
monitoring and implement the guidelines
implementing the rules and rules provided by the
and guidelines from the top management.
top management to their
corresponding branches.
Reduce Errors and Branch Manager The top management N/A Daily There might be
Bottlenecks shall implement new set employees with high
 of rules and guidelines to learning curve which need
be followed by the to further train and can be
employees in each costly.
branch.
There might be some
Each branch manager branch manager that
will be responsible in won’t be able to
monitoring and implement the guidelines
implementing the rules and rules provided by the
and guidelines from the top management.
top management to their
corresponding branches. There might be instances
of conflict with customers.
Understand Head of Marketing and Marketing and Customer Invest in research and Monthly There might be risks such
Customer Customer Department Department must work development. as risk of under
Segments hand-in-hand to research representation of
and understand each population under each
customer segments. The research category or
results and plans must segments.
be reduced into reports
to be submitted to the top
management.
Improve Learning Head of Human Resources Each branch managers Invest in improvement Semi-annual There might be
and Growth of Department will conduct an activities. employees who are not
employees evaluation to be willing to participate in the
submitted to the Human seminars or trainings.
Resources Department.

The head of human

resources shall scrutinize
the results of the
evaluations and plan
what are the needed
programs to be
conducted to improve
learning and growth of
the employees.