Western Mindanao State University College of Engineering and Technology Department of Industrial and Management Engineering Normal Road,

Baliwasan, Zamboanga City

SWOT ANALYSIS
for

JOLLIBEE
(Camins Branch)

Submitted by: De Los Reyes, Shienna S. Absin, Kristine Joy T. Cubol, Mayette F.

Submitted to: Engr. Evelyn N. Angeles

August 25, 2009 I. PROFILE: If happiness has a face, it would be that of a bee. Yes, a bee with big delighted eyes and an earto-ear smile, beaming at young and old and everyone in between. The joyful face of Jollibee has lit familiar street corners, served as a landmark in the sky to weary travelers, and has been oasis of home to Filipinos in other countries. Behind the character, of course, is a legendary enterprise, founded on bringing joyful eating experiences to its customers. Jollibee has its humble beginnings as an ice cream parlor, having one store in Cubao and another in Quiapo. That was in the seventies. Today, in the first decade of the 21st century, Jollibee is a multinational establishment. It has won many management and customer awards since its founding, and continues to win accolades both out of the country it calls home. Of course, there is no First Word Other Than Mama Spoken by My Kid award. Or Most Number of Saturdays and Sundays Enjoyed Here award. Or Most Anticipated Birthday Ever award. But if there were, Jollibee would win them all. As the number one Filipino fast food chain, Jollibee hasnt just sold the most food items. It has also won over the most number of hearts. The connection between Jollibee and the Filipinos goes beyond a simple meal although that was where it all began, with the secret hamburger recipe! Filipinos everywhere know it as the original Langhap-Sarap. It smelled absolutely delicious. It was so yummy it was called the Yumburger. The rest of Jollibees successful menu innovations followed that formula; Chickenjoy, Palabok Fiesta and Jollibee Spaghetti have joined the original Yumburger as certified Filipino food classics. No wonder, Jollibee took Filipino food enjoyment to a whole new level. Certainly Filipinos love food, but only Jollibee food brings happiness with every bite. The food delights all the senses, from the crispylicious crunch of Chickenjoy to the appetizing Jollibee Spaghetti. Jollibee is food, and Jollibee is also a place a destination for families, reunions, anniversaries, lunch, dinner, breakfast with friends, and any reason you can think of. The distinctly colorful facades are now landmarks by which the Filipino navigates. Para po, diyan lang sa may Jollibee. The interiors, always spanking clean and welcoming, make you smile even before you place an order at the counter.

The champion of great taste and great times in the Philippines is now spreading the joy across the world. Thirty years from now, the world will be quite different. But one thing is certain: the spirit of love, celebration and bonding together over delicious food the spirit that inspire Jollibee day after day, year after year will always be there. Jollibee the Mascot embodies the essence of Jollibee the Company. It remains young, fresh and vibrant. Always moving ahead of times. Flashing the signature smile that has become a beacon of good food for Filipinos at home and a rallying point for Filipinos abroad. Jollibee reinforces its position as an icon of entrepreneurial success and the national symbol of happiness. Holding the world in its hands. Jollibee is making its mark on the global market, using the same tried and tested tools of excellent Food, Service & Cleanliness that have made it the most dominant player in the local fast food industry for three decades. At thirty, Jollibee continues to march on the international highway, conquering new markets and winning over new armies of customers with its distinctive langhap-sarp quality. Whether in California or in Hong Kong, Las Vega or Brunei. Jollibee stands tall, with the polish and confidence of a world-class brand, at home on the world stage.

MISSION To serve great tasting food, bringing the joy of eating to everyone.

VISION We are the best tasting Quality Service Restaurant (QSR). The most endearing brand that has ever been. We will lead in product taste at all times. We will provide Fast Service and Cleanliness (FSC) excellence in every encounter. Happiness in every moment. By year 2020, with over 4,000 stores worldwide. Jollibee is truly a GLOBAL BRAND. (And the Filipino will be admired worldwide)

II. INTRODUCTION SWOT analysis is an analysis of the companys strengths, weaknesses, opportunities, and threats. It is important to conduct a SWOT analysis so that the company would be able to distinguish its performance with the other company. Through SWOT analysis, managers will be able to reevaluate the companys mission and goals by defining the companys strength, opportunities, weaknesses, and threats and making necessary changes for the improvement of the company itself for the achievement of the companys goal. The Strengths, Weaknesses, Opportunities, Threats (SWOT) are the external and internal factors that affect the companys goal. These were the factors attained through various observations and studies from their competitors and their environment. Conducting SWOT analysis helps the company to do strategies that will lessen their weaknesses and threats, thus improving their opportunities and strengths to be able to be more competitive than the other companies. This said analysis will give them the ideas on how they will conduct their strategies for the companys attainment of their goal.

STRENGTH The restaurant is open for 24 hours. A drive thru for customers who do not want to dine in. Fast Service. They assign Smart Crew to take the orders of the customers in queue. Wide parking area outside the restaurant where customers vehicles are parked. They provide playground for kids.

WEAKNESSES Having small store branches at places where there can be more customers. The foods being served are not nutritious and are not good for the health. OPPORTUNITIES To open branches in private schools. To serve nutritious foods that would encourage the customers to patronize more on the company. To provide online services to the customers.

THREATS Other company offer more menus for customers. Other company offered and accepts ONLINE orders. Economic crisis might affect the sales of the restaurant.

ANALYSIS: MAXI-MINI O2 + W2 Serving healthy and nutritious foods would invite more customers since they will not have to worry about their health, considering the fact that the restaurant now offers nutritious foods. MAXI MAXI S3+ O4 - Providing online services would further improve the service for the customers regarding on taking orders. MINI MINI T1 + W2 Offer more menus that are healthy for the customers. Healthy and nutritious foods will encourage the customers to patronize more on the restaurant. MINI MAXI S3 + T2 To avoid the threats of the company, Jollibee should provide an ONLINE SERVICES for the customers to make it easier to order meals.