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

MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY SCHOOL OF ADVANCED EDUCATION PROGRAMS - PRINCIPLES OF MARKETING Topic: Jollibee and its marketing environment Course code: MKMA1104E(222)POHE_05 Lecturer: Master Nguyen Quynh Trang Hanoi, March 2023 A B ABOUT JOLLIBEE INTRODUCTION VISION, MISSION AND VALUES PRODUCTIONS _ THE EXTERNAL AND INTERNAL ENVIRONMENT _ I, EXTERNAL ENVIRONMENT _ Capacity Resource 2.1 R&D _ a Franchise Jollibee b Jollibee – Understanding to succeed _ 2.2 Technology a Better branding 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 INTERNAL ENVIRONMENT _ 15 Micro environment _ 15 1.1 The company _ 15 1.2 Supplier _ 16 1.3 Marketing intermediaries _ 17 1.4 Competitors 18 a Lotteria 19 b KFC _ 20 1.5 Customers _ 21 Macro environment 22 1.1 Demographic _ 22 1.2 Economic 23 a Inflation rate _ 24 b Interest rate 24 c Consumer spending trends 25 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 A About Jollibee Introduction Jollibee Group Foundation is the social responsibility arm of the Jollibee Group, one of the fastest-growing Asian restaurant companies in the world Jollibee Group Foundation promotes improved access to food by implementing programs on agroentrepreneurship, education, and disaster response, together with partner organizations in the Philippines and from other countries 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 Productions 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 I, External environment Capacity INFRASTRUCTURE Jollibee's stores are designed to create a homey feel At the same time, Jollibee's premises are located in central locations, densely populated or crowded places such as commercial centers In many ways, Jollibee also builds brand recognition in the minds of customers In Vietnam, Jollibee ranks fifth in the TOP most selected fast food chains Document continues below Discover more from: Principles of Marketing Đại học Kinh tế… 279 documents Go to course Trắc nghiệm 48 Marketing Principles of… 100% (5) Report MKT group - This is our… Principles of… 89% (19) De cuong Marketing 12 can ban Principles of… 100% (3) 10210769 MPP A2 34 64 Assignment MPP … Principles of… 100% (3) BÁO-CÁO-KINHDoanh-QT-… Principles of… 88% (8) Chapter Promotion Resource 2.1 R&D a Franchise Jollibee Principles of… 100% (2) 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 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 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 With the current business strategies, the opportunity for Jollibee's goal to become one of the most popular fast food chains in Vietnam is quite possible • The nationwide store system from big cities to cities and towns in small provinces all have Jollibee's presence • Product quality at Jollibee is always guaranteed and consistent thanks to a well-invested and professional supply and management system • The brand creates a friendly, cheerful and industrious image from the Jollibee happy bee symbol, easily conveying the mission of spreading culinary joy to everyone, every home across the country • 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 which is a perfect and convenient way of distribution for consumers Moreover, Jollibee also became a partner with food delivery apps like Grab, Gojek, and Be Franchise: Jollibee has expanded its distribution system mainly through franchising Jollibee has a franchise model, which allows it to expand its reach rapidly Franchisees are independent businesses that use Jollibee's brand name and business model to operate their own Jollibee stores Jollibee provides training, support, and marketing materials to its franchisees to ensure that they adhere to the company's standards Advertising agencies: Jollibee works with advertising agencies to create and execute marketing campaigns These agencies help Jollibee develop creative concepts, produce ads, and place them in various media channels such as TV, radio, print, and online Retailers: Jollibee has also partnered with retailers such as supermarkets and convenience stores to sell its products These retailers may stock Jollibee's frozen food products or offer Jollibee-branded products in their stores 1.4 Competitors The fast food market in Vietnam has never "cooled down" in competition as more and more brands have joined in the playground with large-scale store chains and business strategies are constantly changing This means that Jollibee has more and more competitors Currently, the two biggest competitors of Jollibee are KFC and Lotteria The revenue of KFC, Lotteria and Jollibee in Vietnam market from 2016 to 2019 18