Republic of the Philippines

Tarlac State University

College of Business and Accountancy
A.Y 2022-2023

Strategic
Management
(Midterm Requirement)

Prepared by:
Santos, Kyle Andhrew M.
BSA 3B

Prof. Elvira B. Mercado, PhD, CEEP-Asia

Strategic Management Professor

April 2023
 Kyle Andhrew M. Santos
BSA 3B

Strategic Management Midterm Requirement

PART 1

 Describe Jollibee Foods Corporation and the industry it belongs to

Jollibee Foods Corporation is a company from the Philippines that runs a bunch of fast-
food restaurants mostly under the name Jollibee. It was started by Tony Tan Caktiong in 1975
and is based in Pasig City, Philippines.

Jollibee is special because it has a mix of traditional Filipino foods and Western fast food.
Their Chickenjoy, Jolly Spaghetti, and Peach Mango Pie are some of the most famous things on
the menu.

The company has more than 5,800 stores all over the world, including in Asia, the Middle
East, Europe, and North America. In the Philippines, it has over 1,400 stores.

Jollibee Foods Corporation is in the fast-food industry. This industry is super competitive
and is growing fast. The fast-food industry has things like the same menu items everywhere,
quick service, and low prices. Some of the biggest players in the industry are McDonald's, KFC,
Subway, Burger King, and Domino's Pizza.

 Would you consider Jollibee as an important Filipino company?

Jollibee Foods Corporation is a really important company from the Philippines. It is one
of the biggest and most successful companies in the country, and in 2021, it was worth more than
$7 billion. Jollibee has a big impact on the Philippine economy, and it employs more than
200,000 people both in the Philippines and other countries. The company has also been
recognized for its contributions to the Philippine foodservice industry and for showing Filipino
cuisine and culture all over the world. A lot of Filipinos are really proud of Jollibee and what it
represents for the country's entrepreneurship and ability to bounce back from tough situations.

Jollibee Foods Corporation isn't just important because of its economic impact and
cultural significance. It is also a symbol of Filipino innovation and entrepreneurship. It started
out as a small ice cream parlor in the Philippines in 1975 and has grown into a global fast-food
powerhouse. The company's success comes from being able to make food that Filipinos love
while also changing to meet the needs of the global market and expanding to new places.

Jollibee is also involved in different projects to help Filipinos. The Jollibee Group
Foundation does things like support education, respond to disasters, and help with sustainable
farming in areas where people are struggling. The company is also known for trying to be eco-
friendly and do things that help the environment.
 Jollibee Foods Corporation is an important company that has had an impact outside of the
Philippines, too. Its unique brand and culture have influenced the global fast-food industry, and it
shows how Filipino entrepreneurship can be successful all over the world.

 What were the challenges that Jollibee faced in its venture in the Vietnamese
business?
Jollibee experienced some difficulties when entering the Vietnamese market. One of the
primary challenges was the competition from established fast-food chains like KFC and Lotteria.
These chains had already built a brand presence and had loyal customers, which made it hard for
Jollibee to get a foothold in the market.

Another obstacle was the difference in Vietnamese cuisine and culture, making it
necessary for Jollibee to adjust its menu to suit the locals' tastes. Vietnamese customers prefer
freshly prepared food and avoid processed and frozen products, making it difficult for Jollibee to
maintain its product quality while keeping up with demand.

Jollibee also faced difficulties with the supply chain, sourcing ingredients and following
food import regulations in Vietnam.

Lastly, operational and management challenges such as training local staff and
developing effective marketing strategies also presented hurdles for the company.

Despite these issues, Jollibee has managed to establish a strong presence in Vietnam and
currently operates over 100 stores. Jollibee's success in Vietnam shows its ability to adapt to
local markets and overcome challenges in its expansion efforts around the world.

 If you were the assigned Project Lead by JFC executives, what would be your
suggestion or recommendation regarding such endeavor?
If I was leading Jollibee's expansion to a new market like Vietnam, here's what I would
suggest:

 Look into the local culture, competition, and what Vietnamese customers like before entering
the market. This will help us find opportunities for growth.

 Create a menu that Vietnamese customers will like. They have different tastes than Filipino
customers, so we should work with local chefs and food experts to develop a menu that they
will enjoy.

 Build a good supply chain. We need to make sure we have a reliable and fast supply of high-
quality ingredients, so we should work with local suppliers to make sure everything is
delivered on time.

 Advertise and make the brand more famous. It's a competitive market, so we should invest in
good marketing and branding strategies that appeal to Vietnamese customers. We can use
social media and other digital platforms to reach more people.
 Focus on making customers happy. Great service will keep customers coming back, so we
should invest in training and development programs for our staff to provide excellent
customer service.

 Keep track of how well we're doing. We should set targets and watch how we're doing so we
can see what we're doing right and where we can improve.

Overall, we should be careful and plan when expanding. We need to make a menu that
Vietnamese customers like, have good supply chains, invest in marketing and branding, make
customers happy, and watch our performance.
PART 2

 Business Strategies: Why dis Kodak Fail? What happened to a great company?

Kodak was once a big player in the photography industry but fell behind when digital
photography took over. Here are some of the reasons why Kodak struggled:

 Not adapting to digital technology: Kodak didn't switch to digital photography quickly
enough. Competitors like Canon and Nikon got ahead of Kodak in the digital photography
market.

 Fear of replacing current products: Kodak was hesitant to stop selling its film-based products
to make room for digital products. As a result, they didn't put enough resources into
developing digital technology, which hurt them in the digital market.

 Not diversifying their business: Kodak relied too much on photography and didn't try to
expand into other markets like healthcare or printing.

 Weak financial situation: Kodak had a lot of debt and couldn't invest in new technologies or
strategic acquisitions to stay competitive.

In short, Kodak's failure was due to several factors, such as not investing in digital
technology, being afraid to replace their current products, not diversifying their business, and a
weak financial situation. This left Kodak vulnerable to competitors who adapted more quickly to
the changing market.
  Do some research on competitive forces and driving forces that are at work or
relevant to the mentioned companies/industry. Draw five-forces diagram and briefly
discuss the nature and strength of each of the competitive forces.

When Kodak was going down, there were some important things going on in the
photography industry that affected how companies did business. Here are some of the things that
mattered:

 Threat of New Entrants: It was hard for new companies to get into the photo game because it
took a lot of money to start up and there were already big names like Kodak around. But with
digital photography, it got easier for new players to join in and compete with the old guys.

 Bargaining Power of Suppliers: The people who made the stuff that Kodak and other
companies needed to make their products didn't have a lot of power because there were a lot
of them. But with digital photography, companies started relying more on tech and software,
and that made the suppliers more important.

 Bargaining Power of Buyers: People who wanted to buy cameras and stuff had a lot of
choices and could be picky about what they wanted. The photo companies had to fight hard
for customers by lowering prices and making their stuff stand out.

 Threat of Substitutes: Digital photography started to be a big thing and became a good
alternative to old-school film cameras. This made people less interested in the old way of
doing things, and companies like Kodak had a hard time keeping up.
 Rivalry Among Existing Competitors: Companies like Kodak, Canon, Nikon, and Fujifilm
were all fighting over a smaller and smaller piece of the pie. This meant that they had to be
competitive and cut costs wherever they could.

Kodak had a hard time because they didn't keep up with the changes in technology and
didn't invest in new stuff. They also didn't want to stop making the old products that were going
out of style. Plus, there were new companies coming in and changes in what customers wanted.
All these things made it tough for Kodak to stay on top.

 Make a list of the driving forces in the industry and draw some conclusions about
whether the likely impact of these driving forces on these companies were favorable
or unfavorable. Give your insights.

The photography industry has undergone significant changes in recent years due to several
driving forces that have impacted its competitive landscape. These driving forces include:

 Digitalization: The shift to digital technology has had a profound effect on the photography
industry, leading to the decline of traditional film-based photography and the rise of new
digital technologies.

 Social media: The rise of social media has created new opportunities for photography
companies, as consumers increasingly share and consume images online.

 Changing consumer preferences: Consumers now place greater emphasis on convenience,

ease of use, and customization when it comes to photography.

 Technological advancements: Advancements in technology, such as smartphone cameras,

have increased competition and disrupted traditional players in the industry.

 Globalization: The globalization of the photography industry has led to increased

competition from international players and the emergence of new markets for photography
products.

The impact of these driving forces on photography companies has been mixed. Some
companies, such as Canon and Nikon, have been able to adapt to these changes and thrive.
However, others, such as Kodak, have struggled to keep up with the pace of technological
change.
Companies that have been able to leverage digitalization and social media, while also meeting
the changing preferences of consumers, have generally fared well. For example, companies that
have developed mobile apps, online photo-sharing platforms, and customizable photo products
have been able to tap into new markets and revenue streams.

However, companies that have been slow to adapt to these changes or have relied too
heavily on traditional products and distribution channels have suffered. The rise of smartphone
cameras, for instance, has disrupted traditional camera manufacturers and created new challenges
for the industry.

In conclusion, the photography industry has been significantly impacted by various

driving forces. Companies that can adapt to these changes and leverage new technologies and
consumer preferences are likely to succeed, while those that fail to do so may struggle to survive.
PART 3

 Critiquing the adequacy and merit of vision statements of 3 companies (your own or
companies of your choice).

Name of Company: Amazon

Vision Statement Effective Elements Shortcomings

To be Earth's most Customer focus: The Lack of specificity: While the
customer-centric statement clearly statement is clear in its focus on
company, where communicates Amazon's customer satisfaction, it does not
customers can find and commitment to putting the provide much detail on how
discover anything they customer at the center of Amazon plans to achieve this goal
might want to buy everything it does. This or what specific actions it will take
online, and endeavors emphasis on customer to become the most customer-
to offer its customers satisfaction has been a key centric company.
the lowest possible driver of the company's
prices. success.
Comprehensive scope: The Limited focus on other
statement encompasses the stakeholders: While Amazon's
breadth of Amazon's customer-centric approach has been
offerings, from books to a key factor in its success, some
electronics to groceries, and critics argue that the company's
emphasizes the company's vision statement may be too
goal of being a one-stop-shop narrowly focused on customers at
for customers. the expense of other stakeholders,
such as employees, suppliers, and
shareholders.
Simple and concise language: Narrow view of the company's role:
The statement is easy to The statement emphasizes
understand and Amazon's role as a retailer and
communicates Amazon's online marketplace, but it does not
vision in a straightforward provide a broader vision of how the
and concise manner. company plans to impact society or
contribute to the greater good.
Inspiration: The statement is Lack of future orientation: While
aspirational and inspires the statement reflects Amazon's
employees and stakeholders current priorities and approach, it
to work towards a common does not provide a clear vision of
goal. where the company is headed in the
future or what new areas it plans to
explore.
Relevance: The statement
reflects the current market
 trends and the needs of the
target audience, which aligns
with Amazon's customer-
centric approach.
Name of Company: Disney

Vision Statement Effective Elements Shortcomings

To be the world's Clear and concise: The Lack of specificity: While the
leading producers and statement is straightforward statement emphasizes the
providers of and easy to understand, importance of using Disney's
entertainment and making it easy for employees portfolio of brands to differentiate
information, using its and stakeholders to its content, services, and consumer
portfolio of brands to understand the company's products, it does not provide
differentiate its content, direction and goals. specific details about how the
services and consumer company plans to achieve this goal.
products.
Aspirational: The statement is Limited focus on social
aspirational and inspiring, responsibility: While Disney is
setting a high standard for the known for its commitment to social
company's future growth and responsibility and sustainability, the
development. current vision statement does not
explicitly reference these values,
which may be a missed opportunity
to highlight the company's
dedication to these issues.
Brand-focused: The statement Narrow scope: The statement
highlights the importance of focuses primarily on entertainment
Disney's diverse portfolio of and information, which may not
brands, emphasizing the fully capture the breadth of
company's commitment to Disney's diverse business
leveraging its intellectual operations.
property and content to create
unique and compelling
entertainment experiences.
Innovation and creativity:
The statement highlights the
company's commitment to
innovation and creativity,
suggesting that Disney is
dedicated to pushing
boundaries and exploring new
ideas in the entertainment
industry.
Name of Company: Nike

Vision Statement Effective Elements Shortcomings

To bring inspiration and Inclusive: The statement Broad and vague: The vision
innovation to every recognizes that anyone with a statement is somewhat broad and
athlete* in the world. body can be an athlete, lacks specific details about how
*If you have a body, regardless of their Nike plans to achieve its goals of
you are an athlete. background or skill level. bringing inspiration and innovation
This reflects Nike's to athletes around the world.
commitment to inclusivity
and making sport accessible
to all.
Inspirational: The statement Limited mention of sustainability
is inspiring, emphasizing and social responsibility: The
Nike's focus on bringing vision statement doesn't fully
inspiration and innovation to capture Nike's commitment to
athletes around the world. sustainability and social
This helps to create an responsibility, which are
emotional connection with increasingly important concerns for
customers and employees and many consumers.
motivates them to strive for
excellence.
Innovation: The statement Overly focused on athletics and
highlights Nike's commitment athletes: The vision statement may
to innovation, emphasizing not fully reflect the diverse range of
the importance of new ideas products and services that Nike
and creativity in the offers, as it is heavily focused on
company's approach to sport athletics and athletes. This may
and athletics. This reflects limit the company's ability to
Nike's reputation for connect with a broader range of
innovative products and customers who are interested in
cutting-edge technology. other areas, such as fashion or
lifestyle.
Brand-focused: The statement
emphasizes the importance of
the Nike brand, positioning
the company as a leader in
the sportswear industry and
highlighting the unique value
proposition that Nike offers
to athletes and customers.