Strengths
S1 – Customer Loyalty
Filipinos adore Jollibee, and they keep returning to it. It will always hold a special place in their hearts, no matter how many restaurants they have visited. To back up these claims, Jollibee was named Asiamoney’s Most Outstanding Company in the Philippines in 2019. Jollibee’s current success could well be attributed to its loyal clientele. Jollibee is a “comfort-place” for most Filipinos, which is why its consumers are devoted to them. The mentioned fast-food company radiates a family-oriented aura that connects with many Filipinos, and they used this to promote Jollibee’s advertisements (Bertulino, 2021). According to The Manila Times (2018), the worldwide influence of Kwentong Jollibee had people queuing not just at Jollibee’s 1,000+ outlets around the Philippines, but also in 200+ Jollibee restaurants outside the nation. From their heartwarming advertising and delicious chicken joys, Filipinos have no reason not to stay loyal to Jollibee.
S2 – A Well-Known Company
In the year 1978, in Quezon City, Jollibee was introduced to the Philippines (Acala,2021) and since then, every Filipino has not forgotten its name. In an article in Philippine Getaway (2021), Jollibee was named the Best Fast-Food Restaurants in the Philippines and in the whole world, top 13 (Ki, 2021). This reveals that Jollibee is a well-known company; from founding an ice cream parlor in Cubao to extending Filipinos’ palates all over the world. They may not be as well-known in other countries as they are in the Philippines, but recognition is still recognition, no matter how big or small.
S3 – Service Available Around the Clock
JFC strives to make the consumer experience as simple and convenient as possible with over 1,150 outlets, drive-thrus, online delivery, and a 24-hour operation. Jollibee is one of the few eateries that offers 24-hour service. Smith (2021) claims that 93%of customers are inclined to make repeat transactions from businesses that provide exceptional customer service. With this in mind, one of Jollibee’s greatest strengths is its 24-hour service, which is handy for all customers because it offered everything a consumer could possibly want in the e morning, noon, and night (Ciandella,2019).
S4 – Affordability
Jollibee and one of its competitors, McDonald’s, differ in various ways, including the fact that Jollibee keeps strict control over operational management, allowing it to charge lower prices than its competitor (OCF Berkely, n.d.). The latter places a high importance on affordability, mainly because their primary target market are ages 3-38 years old; a lot of young people (Jones, 2019). As stated by Xaxx (2019), one of the key elements of success in the fast-food industry is affordability. Pricing is an essential element in the food industry, especially for those consumers that receive low salaries. Low-income clients were substantially more concerned with value and pricing than those with higher incomes (Steenhuis, Waterlander, and Mul, 2011).
Weaknesses
W1 – Limited Marketing Outside of the Country
In comparison to the Philippines’ 1,000+ outlets, Jollibee international outlets are just 200+ (The Manila Times, 2018). This indicates that Jollibee is not well marketed in other nations. In the Philippines, we have touching advertisements for every holiday that make Filipinos want to buy Jollibee. These Kwentong Jollibee adverts were most certainly going viral in other nations as well, but that is not enough. According to Mack (n.d.), advertising assists in the development of your reputation and reaches consumers who might have never heard of you. It is also useful for restaurant marketing such as the release of new items on the menu, promotions, and big events.
W2 – Product Selections Do Not Vary Substantially
Yes, one of the primary reasons why people enjoy dining at Jollibee is the ever-so-delicious Filipino flavor and menu, but this is also one of the reasons why it is their weakness. It’s the same chicken, burger, and spaghetti every time. Why not give something different a shot? As stated by Info Entrepreneurs (n.d.), You may need to launch new products or services, extend your market, enhance your marketing operations, or improve customer service in order to grow sales. The same chicken, burger, and spaghetti: this may hold a particular place in the hearts of Filipinos, but something different will bring you new ones.
W3 – Healthy Living
It is common knowledge that fast-food restaurants are unhealthy. People are becoming more health conscious as time goes on, which hurts Jollibee’s sales. Fast food is heavy in salt, saturated fat, trans fat, and cholesterol and should not be consumed often. Eating excessively over an extended length of time can result in high blood pressure, heart disease, and undesired weight gain (Young Men’s Health, 2019). According to Brissette (2018), eating heavy in junk food also has been related to an increased risk of obesity, depression, digestive disorders, heart disease and stroke, type 2 diabetes, cancer,
and early death.
W4 – No Technological Advancement
Jollibee continues to use traditional food preparation methods (Colcol, 2021), which are tasty yet time-consuming and inefficient. The corporation has not implemented the most recent technologically automated cooking procedures. It would improve the efficiency of the company’s operations. Some blunders have happened as a result of these old preparation procedures. One example is when a consumer discovered pubic hair inside a burger. There have been no confirmations, but Jollibee should take advantage of this flaw to ensure that this type of thing does not occur.
Opportunities
O1 – Global Expansion
As previously said, Jollibee is not as well-known in other nations as it is in the Philippines. As a result, global expansion is one of their prospects. Many food-loving countries would welcome the opportunity to broaden their horizons. As a result, Jollibee should grow its market and introduce its goods in new countries throughout the world. According to Euler Hermes (2021), Global expansion can help businesses gain access to new markets, many of which have significant growth potential. Businesses will also gain access to new ideas, goods, and procedures that may increase productivity. Possibility of developing new products and services for a worldwide market.
O2 – Product Development
To attract new customers, the company must develop innovative culinary concepts. It would help the fast-food firm expand its product offerings and increase revenues. Plant-based eating is a popular notion these days. Healthy living is one of Jollibee’s flaws, right? They should look at this defect as an opportunity. As stated by Solway (2021), the reason why it’s going viral because plant-based diets are substantially more sustainable than animal-based diets since they consume far fewer natural resources and place far less strain on the environment. Concerns about animal welfare caused nearly half (48%) of consumers to limit their meat consumption. This plant-based movement may attract new clientele who are concerned about their health. It is a win-win scenario; customers get healthy meals, while Jollibee gains new customers, resulting in increased revenue.
Threats
T1 – Pandemic
– The coronavirus, according to researcher, infected everyone on the planet and continues to do so. The laborers, on the other hand, are unquestionably the most affected. As per Statista (2020), about 64% of Filipinos lost their employment as a result of COVID-19. Some of these employees are Jollibee employees. The covid-19 epidemic has halted all outdoor, social, and recreational activities. As a result, Jollibee’s yearly sales and net income have decreased by 28.01 percent and 257.52 percent, respectively. Not only are these people harmed, but so is the business. There are no employees, no customers, and no revenue.
T3 – Competitors in other countries
– Like any other business, Jollibee has few sets of competitors, too. Some namely Burger King, Subway, and KFC (Craft, 2021). The Companies have a large market share, a global business, and a large number of committed clients. Most significantly, they connect with their customers’ markets through different marketing and promotional initiatives. Their multinational market presence makes brand expansion tough. It is not new to have competitors when you have a restaurant but it’s how you handle them. Jollibee survived when McDonald’s arrived in the Philippines in 1981 (McDonald’s , n.d.).
As stated by McCormick (2020), Competition is beneficial to your business since it ensures that you are gaining clients as a result of the high quality of your products and services; customers have the choice of choosing between your firm and another if there is competition.