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Jollibee Company: (Case Study of Corporate Social Responsibility)
Jollibee Company: (Case Study of Corporate Social Responsibility)
Jollibee Company
(Case study of Corporate Social Responsibility)
Batralo, Michaela R.
Bsba501a
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY
II- Abstract:
Corporation (JFC). JFC had a total of about 1,200 Jollibee outlets worldwide as of 2018, with presence in
Southeast Asia, the Middle East, East Asia, North America, and Europe. Jollibee is the largest fast-food
chain in the Philippines with a nationwide network of over 950 stores. Jollibee started franchising after
one year and experienced rapid growth. Incredibly, it was able to not just withstand the entrance of
McDonald’s to the Philippines in 1981, but to even win against it. The company operates through the
following segments: Food Service, Franchising, and Leasing. The Food Service segment operates quick
service restaurants and the manufacture of food products to be sold to Jollibee Group-owned and
franchised QSR outlets. The Franchising segment franchises the Jollibee Group's QSR store concepts. The
Leasing segment leases store sites mainly to the Jollibee Group's independent franchisees. Jollibee
Foods was founded by Tony Tan Caktiong in 1975 and is headquartered in Pasig City, Philippines. The
vision of the company is to predict every Filipino family to have food on the table. And for their Mission
is they are built partnerships and capacity for community resilience and self-reliance. Aside from
promoting a family-oriented work environment, the brand’s values also reflect on their advertising and
marketing. Jollibee knows their target audience very well: the traditional family and all communication
materials focus on the importance of family values, making Jollibee the number one family fast food
chain in the Philippines and a growing international QSR player. Customer satisfaction has always been
key to Jollibee’s success. Never losing sight of its goals, Jollibee has grown to be one of the most
recognized and highly preferred brands in the Philippines. Now the market leader among fast food
chains in the Philippines, claiming a market share that totals to more than half of the entire industry.
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY
a stakeholder perspective in social responsibility and including the feedback from relevant
improvement from top management, employees and good relationship across community.
However, In terms of Ethical, Jollibee are Speed with excellence and integrity are the bases
of their endeavors. Customer focus, humility to listen and learn, and their embracing the
spirit of family and fun inform the foundation of their relationship with stakeholders. And
Lastly in terms of Philanthropic system of the company. Jollibee company have many
program for the society and one of their foundation recently was donating 100 (One
hundred) million worth of food products from its brands to front liners like the health
Jollibee Company protected their corporate reputation, image and brands because it is
the most critical aspects of sustaining relationships including customers. It takes Jollibee
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY
decades to build a great reputation established by its founder, Mr. Tony Ciaktong Tan, since
1975.
Jollibee developed and franchising of its quick-service restaurant brands. It offers a wide and
delicious dishes and great tasting food and comfortable ambiance to satisfy customers of all
The losses of fast-food giant Jollibee Foods Corp. (JFC) widened to P13.54 billion in
January to September, a stark contrast from last year’s P4.17 billion in income, as the
pandemic continued to dampen sales. The company said as of end-September most of the
group’s outlets, including those in the Philippines. While the negative impact of the crisis is
still affecting them, as they are reopen stores, and introducing new products, resuming
strong marketing campaigns, strengthening their systems and infrastructure particularly for
digital connections with our customers. Therefore, all the negative they have been
IV- Discussion
a. Do you think the CSR strategies are sincere efforts motivated by a consciousness of their
responsibility to the community and the environment? Or are these efforts merely for
b. b. Do the CSR problems and negative publicity of the company have a meaningful impact on
c. c. Regarding corporate social responsibility, what advice will you give to the CEO of the
I think that the CSR system is part of their goal and it is important to evaluate the ways in which
marketing managers can apply CSR-related activities to generate value for their various stakeholders.
Yes! The CSR problems and negative publicity of the company have a meaningful impact in their
bottom line. Because the company said the total operating income of all business units in September
were already breakeven while the losses were accounted for mainly by financing costs and global
headquarter cost.
I will give an advice to the CEO of the company, that they must not change how did they started
and the image that they built. Because the image appeal to customers who want to deal with a company
that genuinely cares about young peoples. And by adopting improved environmental practices, a
company shows customers and the public that it cares about the community. Also this can help solidity
students by giving an idea how to promote corporate social responsibility. First, The Company must
committed to helping solve social problem, because it shows that the firm values positive change.
Second, Follow a workplace health and safety program, because it creating a clear workplace health and
safety program will help to establish reliable systems to protect your employees and prevent accidents
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY
and injuries. Third, Get your suppliers on board, Ensure your suppliers know and meet your expectations
of responsible behavior regarding issues such as fair pricing. Fourth, also by Conduct extensive and
continual research on the concepts of Corporate Social Responsibility. Fifth, Communicate to everyone,
because communication is the key and should publicize the activities internally to all employee and
externally to all other stakeholders as appropriate. Lastly, By Establish positive and pro-active
relationships with other socially responsible companies. There is a great sources of ideas that might
Being a student as a future business woman I think that this CSR (Corporate social
responsibilities) is important to research more about this for our future business. And for my idea based
on my research I think I just suggest for now that all business have CSR systems or program. They must
continue their ethical manners when it comes on the social responsibility. Not just for their marketing
strategies and for their growth of profit but they must sincere to help and implementing social
responsibility. They must sustain their integrity, supportive, cooperative and other characteristics that
make their customers become amazed. And because of that traits, there have possibility that society
trust them. And the best feeling and realization for this is beside of their amenity there have more
people in the world that make them blissful. Therefore, the company must improve public image and
perception: Companies that do good get positive feedback, whether through good press, improved
References
https://www.jollibeefoundation.org/
https://www.jollibee.com.ph/investors/jollibee-foods-corporation/#
https://businessmirror.com.ph/2020/11/09/jollibee-losses-in-january-september-deepen-on-impact-of-
virus/
https://www.crmlearning.com/blog/index.php/2008/03/7-ways-to-promote-corporate-social-
responsibility/#:~:text=Communicate%20to%20everyone%20%E2%80%93%20sometimes%20subtly,join
%20you%20in%20their%20efforts.
STI COLLEGE ROSARIO GOOD GOVERNANCE AND SOCIAL RESPONSIBILITY