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Jollibee

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I. -----------Case Summary

Ms. Genee Lopez, Assistant Vice President for Franchising scanned her planner to check her appointments for the day when her secretary, Liza, came in her office carrying a folder containing information about the company’s franchise applicants. She reviewed the proposals and was faced by the question “ Who are we supposed to award the franchise to?”

II. Statement of the Problem and Objectives
How will Genee Lopez evaluate the proposals of Mr. Artiaga and Mrs. Ng given that they would like to open a store at same locations?
Objectives:
* To examine and extract the different feasibility factors of each proposal given the fact that the two proposals are eyeing on one location or block. * To identify the different distribution/ site selection strategies applicable to the case scenario and connect it to established theories. * To scrutinize and review the franchise process of Jollibee Foods Corporation * To make recommendations on who to give or award the franchise to

III. Industry Data and Analysis ( USE Porter’s 5 forces)
Fast food or quick service restaurants have come a long way since 1921 when White Castle, the first fast food hamburger chain, sold burgers at five cents apiece and ended its first day with a US$3.75 profit.
Arguably, A&W was the first fast food restaurant having sold the first frosty mug of A&W root beer for one nickel in 1919. In the Philippines, Tropical Hut Hamburger is reputedly the first hamburger chain dating back to 1965.
After almost 90 years from the sale of the first hamburger and root beer, the global fast food market has grown to over US$201 billion in total revenues in 2009, with growth of 3.1 percent, according to Datamonitor. On the local front, total family expenditure for food consumed outside the home reachedPhP196 billion, accounting for six percent of the

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