University of the Philippines - Diliman

Project Description

Brand Review: McDonald's versus Jollibee

Project Abstract

The brand review is the bulk requirement for Product Management, wherein groups are assigned brands which they will be working on for the whole term. This is intended to simulate brand environments and hands-on experience.

McDonald's is the leading fast food chain virtually everywhere except in the Philippines where local fastfood giant Jollibee holds more than 60% market share to McDonalds' measly 14%, and Jollibee outnumbers the American giant's stores 4 to 1.

The brand review for these two companies involve a brand strategy development, brand framework, and brand performance evaluation, all of which need research into consumer insights, behavior, motivations, and attitudes.

Surveys released for this project:
QuestionPro Feature Survey (A) - COPIED [odyaikfcc 20
QuestionPro is FREE for Academic Research

This Project Sponsored by: QuestionPro - Web Survey Software
See Research Sponsorship for more information.