Jollibee: Fast-Food, the Filipino Way


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : BSTR052 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Differentiation
Case Length : 20 Pages
Period : 1985 - 2003
Organization : Jollibee
Pub Date : 2003
Teaching Note : Not Available
Countries : Philippines
Industry : Fast Food

Abstract:

The case examines the rapid growth of one of the most successful companies in the Philippines, the fast-food major, Jollibee Foods Corp. Detailed information has been given about the company's origins and the measures it took to establish itself in the initial years. Jollibee's strong focus on issues such as product development, operational excellence, customer service, marketing and promotion, and social responsibility, and the leadership of Chairman Tony Tan Caktiong helped it become the market leader in the Filipino fast-food industry, beating all the multinational companies. The company's globalization strategies and its future prospects in the light of the new challenges it is facing in foreign markets are also discussed.

Issues:

Understand how an entrepreneur with a clear vision and mission can achieve a leadership position in the face of competition from MNCs

Understand how innovative operational and differentiation strategies can transform a small local company into a market leader in spite of stiff competition

Contents:

  Page No.
The Taste of Success 1
Background Note 2
The Recipe for Success 4
Operational Excellence 5
Serving The Customers 5
Serving The Employees 7
Serving The Franchises 8
Serving The Country 8
Leadership 9
Globalization 9
What's Cooking? 11
Global Expansion - In The Soup? 11
Exhibits 13

Keywords:

Rapid growth, Philippines, Jollibee Foods Corp., company's origins, initial years, product development, operational excellence, customer service, marketing, promotion, social responsibility, Chairman, Tony Tan Caktiong, Filipino, fast-food industry, multinational, globalization strategies, foreign markets

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