Section B Case Study - Jollibee (Answer all the THREE questions: 70 marks) Jollibee Jollibee is a multinational fast-food chain of restaurants owned by Jollibee Foods Corporation (JFC). The company was established in 1978 by Tony Tan Caktiong and since then Jollibee has been dominating the market of the Philippines. As an American-style fast-food restaurant, Jollibee specializes in chicken, burgers, and spaghetti along with several Filipino-influenced dishes. Established in the Philippines, the company has made its way into international markets. In response to the growing popularity of their sweet homemade burgers and the other hot meals. Jollibee was perceived as a fast-food outlet of high quality with the bright red and yellow Bolly Bee" mascot, which had since become a favorite among Filipino children. The main rease Jollibee's products stand out from the rest is their understanding of Filipino taste. Filipinos palate is slightly inclined towards the sweeter side. Therefore, Jollibee modifies its menus to meet the regional taste of its consumers. Jollibee introduced their style of the chicken way back in 1981 named Jollibee Chicken Joy which soon became their signature product and bestseller among all outlets. Chicken Joy is now one of Jollibee's signature products. Jollibee maintains the highest quality food standards which makes their fast-food products more likable. Jollibee had broadened its product range to create more excitement and variety. The enlarged menu included more rice-based products like Honey Beef Rice and Shanghai Rolls a variety of burger choices from mushroom to garlic and cheese, a variety of chicken dishes, and more flavorful desserts. Jollibee expanded the market share by targeting the middle class, which makes the largest proportion of overall consumer market mix in most of the countries. Middle class consumers generally place high importance to the pricing factor. Jollibee's mission is to render high-quality, great-tasting food at competitive prices. It focuses on affordability and easy accessibility of its produce across the globe, which leads towards high brand awareness and high sales growth and provides a strong competitive advantage basis. Other than charging low prices by lowering production cost and maximizing supply chain efficiency, Jollibee is committed to expanding its store across other countries so that everyone can have a taste of their products. They strategically place their outlets in populated areas that allow them to grab the attention of large masses. Jollibee focuses highly on its advertisements over several platforms such as TV, newspapers, radio, likable makes and maintains a direct engagement with customers on social media handles. They also use the strategy of community influencers for their promotions. Jollibee's marketing strategy helps the brand to position itself competitively in the market and achieve its business goals and objectives. Q1 Identify and explain TWO segmentation bases Jollibee may use to segment the market (10%) Q2 Critically examine TWO success factors of Jollibee marketing strategies. (20%) Q3 Imagine you are the marketing manager of Jollibee, and the company is launching the new "Jollibee Mango Series" of burger, chicken, sandwich, French fries, and pie in Hong Kong. Discuss your promotion mix strategies specifying the target audience, promotional objectives, and any THREE promotional tools, (40%)
