Case Analysis for Marketing Students

1. Jollibee Corporation, founded in 1975 by Tony Tan
Caktiong, began as an ice cream parlor in Quezon City,
Philippines. Recognizing the potential of fast food, the
company expanded its menu to include hot meals,
ultimately becoming a leading player in the Philippine fast-
food industry. Jollibee is widely known for its diverse
menu, which caters to local tastes, and its iconic dishes
such as Chickenjoy, Jolly Spaghetti, and Yumburger.
Over the years, Jollibee has not only solidified its position
in the Philippines but has also successfully ventured into
the global market, with a presence in key locations such as the United States,
China, and the Middle East. The brand is celebrated for its strong brand
recognition and the ability to adapt its menu to suit the preferences of
different cultures.
*Conduct a SWOT analysis and identify strategic issues and recommendations for
Jollibee Corporation based on its current market position and challenges.

2. Strengths
• Strong brand recognition in the Philippines and
globally.
• Diverse and popular menu catering to local
preferences.
• Successful international expansion into key
markets.
• Continuous innovation in menu offerings.
Weaknesses
• Dependency on the Philippine market for a
significant portion of revenue.
• Potential challenges in maintaining a consistent
global supply chain.
• Intense competition from global fast-food
chains.
Opportunities
• Further international expansion
into untapped markets.
• Embracing digital transformation to enhance
online services.
• Introducing healthier menu options to cater to
health-conscious consumers.
Threats
• Economic downturns impacting consumer
spending.
• Changing consumer preferences towards
healthier alternatives.
• Risks associated with supply chain disruptions.