...Introduction Established in 1975 as an ice-cream parlor at Cubao, Jollibee is now the largest fast food chain in the Philippines, operating a nationwide network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the local market that is more than all the other multinational brands combined. The company has also embarked on an aggressive international expansion plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing international QSR player. Jollibee Foundation believes in harnessing the strengths of its parent company, Jollibee Foods Corporation (JFC), and those of its partners, for community development. Operating since 2005, Jollibee Foundation’s service to the community is exemplified by building into the design of its various programs the relevant strengths of JFC as a foodservice company so that program sustainability would have a fairly good chance. Jollibee is now to take the opportunity to move into the future and maximize the brand’s potential through a strong and effective coordinated promotional campaign. Executive Diary Jollibee desires to have an ability that allows the company to be far more responsive to the needs and expectations of consumers, providing the foods that directly meet the taste and preferences of the target market. Jollibee aims to maintain its position as the leading fast-food chain. The plan proposes to achieve this objective by...
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