(Tiểu luận) principles of marketing topic jollibee and its marketing environment

Franchise Jollibee As of December 2021, Jollibee has 149 stores in its nationwide network, aiming to be the most popular fast food chain in Vietnam.. The only bright spot of fast food i

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MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY SCHOOL OF ADVANCED EDUCATION PROGRAMS

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PRINCIPLES OF MARKETING

Topic : Jollibee and its marketing environment

Course code: MKMA1104E(222)POHE_05 Lecturer: Master Nguyen Quynh Trang

Hanoi, March 2023

b Build potential customer data and better care of customers 11

c Reduce costs on a large scale _ 11

2.3 Branding 11 2.4 Marketing _ 12

a Product 12

b Price 13

c Place 14

d Promotion 14 2.5 Human Resource 15

II I NTERNAL ENVIRONMENT _ 15

1 Micro environment _ 15

1.1 The company _ 15 1.2 Supplier _ 16 1.3 Marketing intermediaries _ 17 1.4 Competitors 18

a Inflation rate _ 24

b Interest rate 24

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d Unemployment trends 25

1.3 Technological _ 25 1.4 Political 27 1.5 Environment _ 28

C SWOT ANALYSIS 29

D CONCLUSION 31

E REFERENCES _ 31

2 Vision, Mission and Values

Jollibee’s vision: envision every family to have food on the table

Jollibee’s mission: build partnerships and capacity for community resilience and self-reliance

Jollibee’s values: are inspired by the same values that have successfully guided the Jollibee Group since its inception Speed with excellence and integrity are the foundations of our endeavors Customer focus, humility to listen and learn, and embracing the spirit of family and fun remain at the core of our relationship with stakeholders, partners, communities, and our nation

3 Productions

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Jollibee's main products include cakes, pizza, dumplings, breakfast snacks, desserts, coffee, french fries, fried chicken and burgers Jollibee's signature product is Chickenjoy fried chicken “Chickenjoy is skillfully breaded for a crunchy, delicious taste and goes great with our secret recipe dipping sauce.”

Thanks to its diversity and individuality compared to its competitors, combined with proven, rigorously tested Jollibee recipes Customers can feel secure and confident when enjoying the food here

B The external and internal environment

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10210769 MPP A2 Assignment 2 MPP …

-Principles

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Doanh-QT-…

BÁO-CÁO-KINH-64

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2 Resource

2.1 R&D

a Franchise Jollibee

As of December 2021, Jollibee has 149 stores in its nationwide network, aiming

to be the most popular fast food chain in Vietnam

The fast food market in Vietnam has always been assessed as a difficult land, even

if there are "big" international brands

The diversity of Vietnamese cuisine challenges fast food businesses when "banh mi", "pho" are served many times faster than burgers The only bright spot of fast food

is only a few Fried Chicken and Spaghetti dishes such as at Jollibee, KFC, Lotteria, these are products that make a difference with an appropriate pricing strategy to pull consumers to the fast food restaurant Eat fast

Jollibee started to officially enter the market in 2005, there were times when many people wondered if Jollibee could compete with other big brands, but with appropriate development strategies, doing market research With a thorough market, Jollibee has gradually asserted its name in the hearts of consumers and proved its attraction as well

as the existing brands

The expansion of the Jollibee store system in Vietnam has been stable over the years

During the prolonged Covid-19 pandemic Jollibee has shown their previous moves quite skillfully and this strategy has proven to be effective step by step Determine the

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goal of conquering the Vietnamese market in the long term and really methodically by: Investing in market research to understand Vietnamese consumers, who are fastidious consumers with high culinary requirements, thereby continuously improving the quality of products and services, ensuring "appropriate" prices budget"

of the majority of customers and optimize marketing activities to be able to carry out the task of "spreading culinary joy to all Vietnamese" This has helped Jollibee to quickly grasp changes in consumer demand during the pandemic when it has first prepared appropriate services and "value for money" meals so that the company can still maintain the business under all circumstances

In 2019, Jollibee Vietnam invested in the construction of a large-scale processing factory in Tan Kim expanded industrial park, Can Giuoc, Long An with an area of more than 10,000m2 including storage system, cold storage and 4 large production lines (chicken, pasta sauce, flour and cake processing lines), with modern and advanced machines and equipment, with a capacity of up to 20 tons per day, capable

of supplying up to 400 stores The factory also achieved international quality certification ISO 22000/HACCP to ensure the production of high quality and safe products

Jollibee's store network has been evenly developed throughout the country since before the pandemic, not focusing too much on big cities, but the network is covered

by large, small cities, almost all towns water Therefore, when the pandemic peaks, businesses still have the ability to maintain business flexibly according to the "social distancing" directive in each locality

Implement business transformations, digitize the management system, build a delivery system right before the pandemic, and push it further when launching the mobile app in June 2021 to optimize booking demand customers, and put the delivery team into operation to ensure efficient service

In addition, enterprises also always update and ensure compliance with the latest regulations of state agencies such as the rapid application of 5K + vaccine guidelines, rapid on-site testing, and "3 on-site" production " at the factory, along with strict internal control procedures to ensure the health and safety of employees and customers throughout the system

• The long-term investment commitment and belief in the development potential of the Vietnamese market from the parent group JFC, with the ambition to build and develop the leading Jollibee chain of stores in Vietnam and the largest international market (outside the Philippines)

b Jollibee Understanding to succeed –

- Open chain race

According to Ms Tran Thi Lan Anh, Vice President of Jollibee Food Group, cum General Director of Jollibee Vietnam Co., Ltd., Jollibee has built a large chain of stores with a variety of international and local dishes with a team solid management team According to the plan, each year this brand will open about 20 more stores by itself

- Conquer "God" with delicious food

Not only competing in the race to open the chain, the "big guys" in the fast food industry also have to win the hearts of "God" through each delicious dish and above all, it is suitable for Vietnamese taste It also started with the image of a chain of fried chicken shops, but Jollibee is still a pioneer in the pursuit and conquering of Vietnamese taste This is not only reflected in the mainstream product lines such as Happy Crispy Chicken or Spaghetti with Minced Beef Sauce, which have been adjusted to truly satisfy Vietnamese taste What's more, it's easy to see Jollibee's indulgence for Vietnamese palates when it launched its rich "Spicy Sauce Saigon

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Chicken" and mouth-watering Fish Rice with Five Flavors Sauce - the result of a perfect blend Vietnamese spices

- Experience a happy meal for a Vietnamese family

Jollibee Vietnam wishes to continue the journey of bringing delicious food to every Vietnamese family Not only focusing on perfecting each item on the menu, but each Jollibee store must follow industry service standards to ensure that every minute

of the customer's meal will be served to the best Not stopping at standard service, Jollibee is being known by many Vietnamese families as the place to organize quality and fun birthday parties for children If another fast food brand is just a destination to eat and enjoy the taste of "fast food", Jollibee is the place to create happy meal experiences for Vietnamese families This is really proven when more and more Vietnamese families choose Jollibee to gather together

Jollibee understands that it is not possible to reach the hearts of consumers through aggressive advertising On the contrary, this brand is really gradually making them love them by conquering their taste and especially by creating loving bonding moments for every Vietnamese family Simultaneously, the Jollibee franchise has also had a favorable start when more than 120 partners in all provinces and cities requested cooperation after only 1 month of official announcement This form will bring Jollibee closer to customers through a nationwide chain of stores

Jollibee has applied modern technology to the business process Especially the application of e-commerce in communication and advertising Communication method of Jollibee is Communication through website to introduce the history of its formation and development in a complete and impressive way, introduce the achievements that Jollibee has achieved over the years to help customers more trust

in using the products

a Better branding

Applying modern technology solutions helps Jollibee reach target customers significantly better than before Building a technology solution is a very effective, cost-effective approach that can maximize your business' brand awareness, instead of

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relying on classic marketing methods, traditional, which consumes a lot of budget Of course, everything has its value, nor should we underestimate the benefits of traditional marketing methods But things like digital marketing certainly shouldn't be underestimated as their potential to affect business operations today is greater than ever Instead of advertising methods such as handing out leaflets, thanks to technological advancements, Jollibee has been present on most of the mass media and social networks That helps Jollibee's recognition become more widespread Facebook: is currently the most popular social network in Vietnam, especially among young people, so Jollibee can’t miss this online marketing opportunity Up to now , Jollibee fanpage has more than 8.2 million likes and Jollibee Vietnam has nearly

730000 likes

Tiktok: Jollibee Vietnam has nearly 3000 followers and 23,7K likes

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Instagram:

b Build potential customer data and better care of customers

The competitive market and the development of technology make building a database of potential customers all the more urgent Building a separate application for its brand or business (Jollibee Vietnam), Jollibee has well managed its customer database and improved the customer experience for products and services through customer care, after-sales activities right on the application with the optimal cost to the maximum In addition, integrating social networks into the company's marketing activities is definitely something strategic communication and marketing managers consider doing as soon as possible

c Reduce costs on a large scale

There are many misconceptions that applying technology or digitization will often

be very expensive While the reality is completely opposite, with the right solutions and services will help businesses optimize and save a lot of costs in medium and long-term business strategies Solutions like AI can analyze Jollibee's entire financial history, suggesting suitable business strategies through graph and data analysis This allows businesses to get the most out of the parts that are working efficiently, and cut costs in other areas that are consuming corporate resources

15 years ago, when Jollibee Foods Corporation opened its first store in Vietnam, the fast food market had some formidable names in the industry With the development strategy of "Slowly but surely", Jollibee gradually won the hearts of Vietnamese people by bringing Western fast foods that are adapted to Vietnamese tastes During the journey to conquer the hearts and taste buds of Vietnamese people, marking the milestone of 150 stores across Vietnam, the fast food brand from the

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Philippines has always been loyal to the mission of "bringing happiness and spreading culinary delights for all Vietnamese families, through delicious dishes at reasonable prices and of high standards" along with the core value - "customer-centered" through serving diners in a friendly manner polite and sincere manner, always consider customers as close friends

As of January 1, 2022, Jollibee Vietnam has 149 stores in 50 provinces and cities across the country Coming in the middle of March, 2022, the 150th store will be opened in Da Nang “The number 150 marks half of the journey achieved on the way

to the vision of becoming the leading QSR (quick service store) chain in Vietnam by 2025”, said Mr Lam Hong Nguyen - General Manager Director of Jollibee Vietnam said

In addition to the remarkable numbers, the success story of the "Jolly bee" chain

of stores is told by the happy reunion moments of families across Vietnam Not stopping at fast, compact meals at reasonable prices, Jollibee always emphasizes its desire to become a place to bring families together This is seen through memorable experiences for each family member, from father, mother to children The experiences

of food, space, and dedicated service style are the strong points for Jollibee to attract more and more families to come and enjoy

Jollibee has to face formidable competitors such as KFC, Lotteria, McDonald's However, this brand still achives enormous success thanks to a unique and effective marketing strategy Besides, the efficiency and professionalism in the production and sales process also contribute to the success of the brand Jollibee's marketing strategy can be analyzed using the 4Ps marketing mix model

a Product

Jollibee's product strategy can be generalized as follows:

• Product diversification

• Focus on product quality

• Develop featured products

Jollibee's products are very diverse Customers can meet most of their needs with Jollibee's menu In addition, special attention is paid to product quality The brand

In addition to expanding in provinces, Jollibee's other strategy is to fix the menu

to local tastes The company's representative said that the most popular dishes in the Vietnamese market include "Chicken Joyful Chicken" - fried chicken with crispy skin and "Spicy Saigon Chicken" “Spicy Saigon Chicken” is a fried chicken dish combined with a sauce made from traditional Vietnamese fish sauce, with a spicy, sour and sweet taste familiar to Vietnamese palates

With the business philosophy of spreading endless joy, Jollibee has approached the Vietnamese market by creating a cozy space for family and friends to gather, bond and reunite

Crispy chicken 60,000 VND/ 2 pieces

Crispy chicken 116,000 VND/ 4 pieces

Combo 2 pieces of crispy chicken + medium fries + soft drink 80,000 VND

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Crispy chicken with spicy sauce 32,000 VND/piece

Combo 1 piece of spicy chicken + fries+ water 50,000 VND

c Place

Distribution strategy is the bright spot in Jollibee's marketing strategy A wise distribution strategy helps the brand gradually gain market share in the international arena “Slowly but surely” is the internationalization strategy of this brand Jollibee entered the Vietnamese market in 2005 After more than a decade of development, the brand now owns 150 stores in Vietnam Jollibee Vietnam General Director, Mr Jojo Subido once shared

“We found that the Vietnamese and Philippine markets have similar development rules In particular, in the food business, we know that shops can only succeed when they create their own culture, not only as a place for people to eat and drink, but also

as a place to help people eat and drink people meet and bond with each other This is also the strength and experience of Jollibee

Right now, we are investing heavily in the Vietnamese market through direct investment and franchising All in all, like wherever Jollibee is based, we aim to practice safe food business standards and impeccable service quality (FSC Food, –Service and Cleanliness).”

In Jollibee's marketing strategy, people play an essential role Jollibee's service is always appreciated thanks to the service attitude of its staff The brand focuses on training and developing personnel Thereby promoting the development of service quality

In addition, Jollibee focuses on customer characteristics in each region to bring the best experience to customers

Mr Nguyen affirmed that at Jollibee, all employees work in a fair environment and enjoy according to their ability Also in the company culture there is "Family Spirit" It is the cohesion of all members from office staff, store employees, employees

of other departments and departments as a family, joining hands to complete the important goals of the corporation, but the most important thing is to satisfy customers

at the highest level

When the lockdowns began, like many other companies, Jollibee was faced with challenges they could never have predicted Throughout the pandemic, they listened, responded, and acted with the objective of keeping their employees safe and well, taking care to do so with high empathy First, they focused their efforts on the top two employee concerns: personal well-being and continued source of livelihood Meanwhile, the company also experimented with hybrid working by offering work-from-home arrangements to non-operations support staff to ensure their safety

II Internal environment

1 Micro environment

1.1 The company