Essay --

JFC is building a competitive advantage to go against some global competitors such as KFC, McDonald’s and Burger King. The secrets of its success from perspective of marketing are focusing on the Filipino market, building brand equity and offering variety and convenience. JFC builds very strong brand equity. The brand sign is the bee, which is really engraved to the minds and hearts of Filipinos. And also they are engaged in socio-civic programs to serve its communities. JFC puts major resources in the Filipino market to serve local style meals that cannot be found in competitors’ chains. They serve spaghetti, rice and burgers in Filipino style. JFC is offering a menu with a wide variety of meals. And JFC’s one-stop outlet will bring convenience to all customers. From perspective of operations, JFC is learning McDonald’s operating systems and trying to gain more control on costs, service and quality to be able to reduce production time and ensure quality and higher standard of cleanliness. From perspective of human Resource, JFC provides high-class services in its stores. JFC is only looking for service-oriented staff through high- standard processes of recruitment and selection. JFC offers higher compensation to increase staff loyalty and encourage better service performance. JFC also offers training programs to help staff to gain necessary skills and builds a better working environment to increase the standards of service. 2. Although the new brands have its own different identity; JFC can still leverage its resources and skills in management, recruitment, training, selection, marketing and logistics. And also they can use economies of scale to reduce cost of production. I think that there should not be dilution of the Jollib... ...e brand equity. JFC should bring the same IT system technology to ensure operation efficiency and understand consumer trends overseas. JFC should figure out what the local customers want, and build localized service standards. And also they should train local staff by using the same methods to train its best crew to ensure consistent high-level service. 5. I believe that JFC should concentrate on the Philippines market since this market is growing at the fastest rate and has 89 percent of all stores. And JFC should also focus on China market since China’s market and economy are developing very quickly, and both McDonald’s and KFC are operating very well in China. However, expanding in overseas should not be the main focus. It takes a lot of efforts, investments and costs, especially marketing cost to introduce this unfamiliar food culture to the local customers.