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Case Title:

Jollibee Foods : Going Global

Publication Year : 2006

Authors: Taranjeet Chawla, Supratim Majumdar

Industry: Retailing

Region:Phillippines US

Case Code: GRS0172K

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Founded in 1975, Jollibee Foods Corporation quickly became the biggest restaurant chain in the Philippines. It started offering American-style fast food items that were prepared according to the Philippine taste. The consumers liked it very much and soon Jollibee became a house-hold name in the country. Its local roots were so strong that even McDonald’s, the global fast food giant, faced a tough competition when it entered the Philippine market in 1981. By mid 1980s, Jollibee established itself as the market leader in its domestic market and decided to expand overseas. Starting from neighboring countries, it later entered the US and China too. However, it could not replicate its success in the foreign markets. Subsequently, it decided to focus its international expansion on the US, China and India.

The case begins with a short history of the company and then discusses how it established itself in its home country. The next section gives an overview of the Philippine fast food market. The subsequent sections highlight Jollibee’s acquisitions and off-shore expansion. The case also attempts to present the problems faced by the company in its overseas expansion, and its future plans.

Pedagogical Objectives:

  • To understand the strategies adopted by Jollibee to strengthen its presence in its home country
  • To get an idea of the fast-food market of the Philippines
  • To discuss how Jollibee successfully expanded into the neighboring countries
  • To discuss why Jollibee failed in Indonesia, Saudi Arabia, China, Kuwait etc
  • To analyse how Jollibee plans to strengthen its overseas presence.

Keywords : Jollibee; Philippine fast food industry; Yumburger; Greenwich; Growth Strategies Case Study; Delifrance; Chowking; Red Ribbon; Yonghe King; Chun Sui Tang Tea House

Contents : 
Introduction
About Jollibee
Fortifying The Home Turf
The Fast Food Market Of The Philippines
Broadening The Base
Off-Shore Expansion
Enrty Into The Us: Daring The Mcd?
Facing The Heat

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