Ansoff Matrix of Jollibee

Jollibee Food Corporation is a fast-food chain restaurant Filipino multinational brand. Tony Tan Caktiong founded the fast-food chain corporation in 1978. Today, we’ll discuss the Ansoff matrix of Jollibee; and its four growth matrix strategy quadrants; market penetration, market development, product development, and diversification of Ansoff matrix business example of a fast-food chain brand.

Elements of Marketing Penetration Strategic Campaigns of Jollibee

• Building emotional connection with the target custoemrs
• Advertisement campaigns invoke the emotions of joy, happiness, and community
• Offering a great memorable experience
• Follow the family oriented approach
• Include local cultural tastes and food items

Top Selling Markets and Geophical Regions of Jollibee (Growth Rate)

• Time Square
• Edmonton
• Manhattan
• Milan
• London
• Kota Kinabalu
• Dubai, UAE
• China
• Qatar
• Italy
• Philippines

Latest and Best Collection of Jollibee

• Ice creams
• Soups
• Spaghetti
• Asian sprin rolls
• Peach mango pie
• Fried chicken
• Hot dogs
• Hamburgers
• Fiesta Noodles

The Ansoff matrix of Jollibee would analyze the four growth matrix strategy analysis quadrants; market penetration, market development, product development, and diversification growth strategy. Here’s Jollibee Ansoff matrix company example of the fast-food brand as follows;

Ansoff Matrix of Jollibee

Let’s discuss the four growth matrix strategy analysis quadrants in the Ansoff matrix of Jollibee as an Ansoff matrix company example of a fast-food chain brand; they’re as follows;

Market Penetration Strategy of Jollibee

The market penetration growth strategy quadrant in the Jollibee Ansoff matrix business example as growth matrix strategy has the lowest risk. It is because here the Filipino fast food chain brand sells its current products and services in the existing customer market. However, the fast-food market is growing, and the market penetration growth strategy is possible.

I-Food Variety in Menu

Jollibee offers a wide variety of food items on its menu and it helps the company to further penetrate and target various segments of the existing customer market. Customers prefer to visit such chain restaurant brand that offers a vast variety of products and services.

II-E-commerce Platform

Jollibee has established an e-commerce platform to keep up with customer demands and deliver current food items to their customer’s doorsteps. Online order and delivery service allowed the company to keep up with growing competition.

III-Packages & Deals

Jollibee offers various types of packages and deals for its existing food items in the current customer market. For instance, Chickenenjoy Family Deal 1, Deal 2, Bucket Family Treat, Sampler Deal, and other types of orders attract the attention of customers.

IV-Coupons & Price Discounts

In order to attract the attention of the existing customer market and promote brand loyalty; Jollibee provides various types of price discounts and coupons on its existing food products and services.

V-Marketing & Advertising

Jollibee runs various types of marketing and advertisement campaigns on various media channels and platforms for the promotion of its existing offers. It allows the company to attract the attention of the current customer market and approach new market segments. However, the Filipino fast-food chain employs various media channels, online, offline, TV, and others for this purpose.

VI-TV Series

Speaking of marketing and promotion, Jollibee has launched a TV series for children with the main and leading character of Jollibee. The company aired it on GMA Network and then moved to the ABS-CBN network to approach mass audiences.

Market Development Strategy of Jollibee

The market development growth strategy quadrant in the Jollibee Ansoff matrix business example as the growth matrix strategy has a bit higher risk than the market penetration strategy. It is because here you expand your market and offer your existing food product portfolio in the new market. However, you don’t know the culture and response of the new market; that’s what makes it riskier.

I-Global Fast Food Market

Currently, Jollibee has established a network of more than 6300 location points and chain restaurants in different countries across the globe. The food chain brand has been expanding its customer market with its existing food menu as a part of its global market expansion plan.

II-Franchising Model

Jollibee Food Corporation follows the franchising business model and issues franchising licenses to various Franchisee owners in different countries under different brand names. It allows the company to profit from its brand influence and brand reputation; and amplifies its network in the global market.

III-Acquisition

The acquisition is a great market expansion strategy. Jollibee has the financial resources to acquire growing brands and bring them under its umbrella as subsidiaries. It allows the company to amplify its market with different brand names and decrease risk rates.

Product Development Strategy of Jollibee

The product development growth strategy quadrant in the Jollibee Ansoff matrix business example as the growth matrix strategy has higher risk than the market penetration strategy. It is because here you launch a new product service or food menu in the existing customer market. You would have to run new marketing and promotional campaigns for the new product and it makes it riskier.

I-Product Variant

In order to increase the local market acceptance rate, Jollibee offers customized products and introduces new food variants in its menu relevant to the customers’ demands and requirements. Some of the main examples of food variants are as follows;

• Lemak Nasi in Brunei
• Chili Chicken Vietnam
• Coca-Cola in the Philippines restaurants of Jollibee
• Pepsi in the oversees restaurants of Jollibee
• Filipino Spaghetti

II-Customer Satisfaction

Offering various types of food product variants and customized menus relevant to the needs and wishes of customers has allowed the fast-food chain brand to amplify customer satisfaction level. The satisfied customers would become loyal customers.

Diversification Strategy of Jollibee

The diversification quadrant in the Jollibee Ansoff matrix business example as growth matrix strategy is the most risk growth strategy than all three previous growth strategies. It is because here you launch a new food product or service in a new customer market. You won’t know how your new market will react to the new product or food items.

I-Horizontal Diversification

Jollibee has successfully been expanding its food menu and customer market share as a part of its diversification strategy. The fast-food chain brand plans to do the same in the upcoming years; it helps the company to increase its market share, sales, revenue, and profitability.

Conclusion: Jollibee Ansoff Matrix Company Example |Growth Matrix Strategy Analysis 

After an in-depth study of the Ansoff matrix of Jollibee; we have realized that Jollibee is the world’s leading chain restaurant brand. If you are learning about the Jollibee Ansoff matrix company example; then you should keep in mind the abovementioned four growth matrix strategy analysis quadrants; market penetration, product development, market development, and diversification.