...Jollibee Foods Corporation Charles A. Rarick, Ph.D. Gideon Falk, Ph.D Casimir Barczyk, Ph.D. Purdue University Calumet CASE SYNOPSIS The Pilipino Company, Jollibee, is imitating McDonald’s in some ways but has its own twist on offering unique products that emphasize local spices and local taste preferences. This fast growing restaurant chain has benefited from the increased demand for fast food in East Asia and has developed a unique business strategy. This case examines Jollibee’s success and how the company is successfully competing with McDonald’s. With its rapid growth, the company is now ready to expand to the rest of the world. INTRODUCTION Jollibee Foods Corporation, known distinctively by its red and yellow bumble bee mascot, operates a number of concept restaurants in the Philippines and beyond. From its core business, a McDonald's-like restaurant, Jollibee has expanded into a pizza chain, fast food Chinese restaurants, bakeries, breakfast bars, and a tea house. The company competes well with multinationals in the Philippines, and has begun a large expansion into the international market, including China and the United States. Jollibee, the original flagship brand, together with its additional product concepts, dreams of becoming a global powerhouse in the restaurant industry. THE PHILIPPINES The Republic of the Philippines is a country in Southeast Asia consisting of over 7,000 islands. The Philippines was “discovered” by Ferdinand Magellan in...
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...Organization a.) Company Background Jollibee Foods Corporation (also called JFC, and popularly known as Jollibee) is a Filipino multinational chain of fast food restaurants headquartered in Pasig. JFC is the owner of the popular fast food brand Jollibee, dubbed as Asia's answer to McDonald's in the fast food burger business. Jollibee Foods Corporation (JFC) was incorporated on January 11, 1978. JFC's principal business is the development, operation, and franchising of quick-service restaurants under the trade name "Jollibee". Jollibee was founded by Tony Tan Caktiong and his family. At the age of 22, inspired by a visit to an ice cream plant, he set out to gain his own foothold in the restaurant business: relying on family savings, he seized a franchising opportunity with Magnolia Dairy Ice Cream and opened two ice cream parlors. In response to customer requests, he added hot meals and sandwiches to the menu, which soon proved a lot more popular than ice cream. Three years later, in 1978, he decided to capitalize on this development, discontinued the Magnolia franchise and converted his parlors into fast food outlets. Realizing that he needed a brand name and logo for his new business, Mr. Caktiong and his family decided on using a smiling red bee. They chose a bee because of its association with hard work, and because honey represents the sweet things in life. The “jolly” prefix was intended to connote happiness and enjoyment. Jollibee invested millions of pesos to register...
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...Jollibee Foods Corporation Company Background Jollibee is one of leading food company in the Philippines and is ranked among one of the Asia’s top food company. It has a largest market of fast food in its home country and it has four different concepts of fast foods under different brand identities but controlled by Jollibee Stores. Having a wide market all over Asia, the growth of Jollibee is not large enough and mostly its growth in China is due to their purchase of Yonghe King Chain. Whenever we discuss about fast food restaurants, the first name which comes in our mind is of McDonalds which has the world’s largest chain of fast food restaurant. But, this is not the case in the Philippines where Jollibee has been the name for fast food for more than two decades. Jollibee doesn’t have a popular global name but in its home town it has four popular brands named- Jollibee, Delifrance, Greenwich Pizza and Chowking. In 1990’s JFC wanted to expand internationally by opening some of their stores in Asia and Middle East. The company’s chairman and CEO Tony Tan Caktiong wanted JFC to grow internationally and also improving its quality and growth in their domestic country and having goals of profitability, growth, capturing a large international market share and help developing their home country. In June 2005, JFC had a total increase in their stores all over the world. It had 1200 stores out of which 1079 were in their home country and a large number in China because of Yonghe...
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...reasonable and re. A domestic firm needs to know how best to handle internal resources within that region better than any other MNC. Multi-nationals will need to have a large budget to perform market research and grasp a better understanding of the area. Domestic firms are also very sensitive to change where as multinationals always take longer to adapt. 2. Can Jollibee Foods Corporation continue to successfully leverage its brands and products in other geographic markets, including the United States? Explain. Yes, Jollibee's history demonstrates that it's strategy has expanded its size to open thousands of new locations in the past years. It should focus on perfecting the local market taste preference. Everything from using the right ingredients to having the right color scheme in the restaurants to attract customers. However, within the United States, Jollibee needs to focus on streamlining the supply chain and investing heavily in advertising. The U.S. responds very well to well marketed companies. initial costs will be extremely high for any foreign company that is trying to penetrate the market. Jollibee needs to focus on cutting costs as soon as it can and...
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...Summary: Jollibee ,which was a Filipino chain of restaurants, was forced to change their strategy with the entry of McDonalds in Philippines, which later transformed the company into a global company .The company faced serious challenges with their international exposure. The challenges included the conflicts with franchisees and Joint venture, in addition there is conflicts between divisions. Another issue that the company faced was the entry into Papa New Guinea, United States of America and expansion plans in Hong Kong. The company has to consider the financial instability it faces while considering their plans. SWOT Analysis: Strength * Leadership in Philippine market. * Strong financial resources * Variety of products offered in diverse markets. Weakness * Absence of proper methods to select franchisees. * Lack on in-depth planning and research in the expansion to foreign markets. * Poor co-ordination between the national and international units. Opportunity * Untapped locations with fewer or negligible competition from fast food chains. * Can create differentiation by cost advantage, customer experience and etc. * Widen product range to include more local food items. Threats * Competition from both international companies and other local eateries. * Political instability. * Downturn in Economy. * Rise in operational cost. Strategic analysis and recommendations in Papua New Guinea, Hong Kong and California: ...
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...Case 3: JOLLIBEE FOODS CORPORATION Student’s Name Professor’s Name Date Question 1 Jollibee’s effective policy, backed by economic and political activities in the country, allowed the company to build its leading position in the Philippines’ fast-food industry. Its “Five Fs” viewpoint (friendliness, a fun atmosphere, flavorful food, flexibility in outfitting to customer desires, and a focus on families) recapitulates its strength over its competitors. McDonald’s company had more money and vastly developed systems, but Jollibee was capable to compete head to head by taking advantage of its most important competitive advantage: Philippine customers preferred Jollibee’s hamburger taste by a wide margin. Takeing on a frontal attack strategy, Jollibee reacted to the impressive operation of Big Mac, Mc Donald’s biggest and best-known sandwich, by launching an even larger burger of its own, referred to as the Champ (Bartlett, Ghoshal, & Birkinshaw, 2003). Jollibee was able to seizure the economic and political disaster in the year 1983 to its advantage. While McDonald’s cut down its investments in the the Philippines, Jollibee profited from the Filipinos’ enthusiastic display of national pride. The company not allowing fortune to sit on its lap, it took full advantage of the opportunity to expand its market by proliferating its core menu with taste-tested provisions of chicken, spaghetti, and a exceptional peach-mango dessert pie, all...
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...RESEARCH on SUCCESS and MANAGEMENT of ‘JOLLIBEE FOODS CORPORATION’ and its SUBSIDARIES Prepared By: Date: May 3, 2012 Table of Contents 1. INTRODUCTION 3 2. ANALYSIS OF THE COMPANY’S STRATEGIES and MANAGEMENT 4 a. The Financial Statistics 4 b. The Problems and Challenges 5 3. EVALUATION & CONCLUSION 8 WORKS CITED 10 1. INTRODUCTION Jollibee Food Company was established after the oil crisis hit the ice-cream prices since the family company was mainly based on ice-cream production and sales. After Jollibee, one member of the family, decided to diversify into sandwiches; the product started to gain popularity. “The Tans’ hamburger, made to a home-style Philippine recipe developed by Tony’s chef father, quickly became a customer favorite. A year later, with five stores in metropolitan Manila, the family incorporated as Jollibee Foods Corporation.” (Bartlett, 2001) The rapid increase in the number of stores after such a short period indicated how successful Jollibee’s decision has been. In three years, the number stores were doubled and Jollibee had 11 stores. However, together with this success, the problems also started to arise. The entrance of McDonalds into Philippines market was one of the main problems that Jollibee had to deal with. In 1986, when this battle was finally over, Jollibee had reached the number of 31 stores indicating the success of the company’s strategy. After the success of company in the country was proved...
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...JOLLIBEE FOODS CORPORATION: INTERNATIONAL EXPANSION ------------------------------------------------- By Group 4 CASE BACKGROUND Jollibee Foods Corporation (JFC) is the most successful fast food chain in the Philippines. It started out as an ice cream parlor owned by the Tan family, headed by Tony Tan Caktiong (TTC) as President. Brought about by oil crisis which doubled the price of ice cream, JFC diversified into hamburgers in the year 1977. Jollibee’s philosophy is epitomized by “Five Fs” – Friendliness, Flavorful food, Fun atmosphere, Flexibility in serving customer needs, and Focus on families. Though it began as a family business, eventually, it went public in 1993. JFC expanded its business through acquisition of other food chains but Jollibee stores remained the bread and butter of the parent company, contributing 85% of total revenues. Jollibee had grown quickly having a total of 223 stores worldwide by the end of year 1997. Jollibee ventured into overseas expansion attempts since 1985 but were mostly unsuccessful due to location and partner issues. In 1993, TTC hired an Australian national Tony Kitchner (who was the former VP for International Operations in Pizza Hut for 14 years), to lead JFC International Division in order to push its international presence at full throttle. Tony Kitchner initiated many drastic changes in the division from modifying office design and dress code to pushing aggressive expansion strategies and rebranding Jollibee’s image offshore...
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...Opportunities Franchise Success Story: Jollibee Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept. Thus was born the company that revolutionized fast food in the Philippines. In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987, Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept. Thus was born the company that revolutionized fast food in the Philippines. In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987, barely 10 years in the business, Jollibee landed into the country's Top 100 Corporations. It became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the groundwork for sustained expansion locally and beyond the Philippines. Undisputed leadership As the country's leading fast food chain, Jollibee has grown exponentially on all aspects on operation. From a handful of stores 32 years ago, Jollibee now boasts of more than 600 stores...
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...Bicol University College of Business, Economics and Management ------------------------------------------------- Daraga, Albay Marketing Program of Jollibee Foods Corporation A Take Home Final Exam in Principles of Marketing 1st Semester, Academic Year 2015 - 2016 Lea Andrea S. Luna Student BS Accountancy III – A Emily Agonos Professor Principles of Marketing COMPANY PROFILE: Jollibee Foods Corporation (JFC) was incorporated on January 11, 1978. JFC's principal business is the development, operation, and franchising of quick-service restaurants under the trade name "Jollibee". In the Philippines, JFC also has, as subsidiaries, Fresh N' Famous Foods, Inc., which develops, operates and franchises quick-service restaurants under the trade names "Chowking" and "Greenwich"; Red Ribbon Bakeshop, Inc., which develops, operates and franchises restaurants under the "Red Ribbon" trade name; Mang Inasal Phils., Inc., which develops, operates and franchises restaurants under the "Mang Inasal" trade name; and Perf Restaurants, Inc., which franchises restaurants under the "Burger King" trademark in the Philippines. JFC also has subsidiaries and affiliates overseas which develop and operate its international brands, "Yonghe King", "Hong Zhuang Yuan", "San Pin Wang" brands under the Superfoods Group, and “12 Hotpot”. The company has also embarked on an aggressive international expansion plan, and currently has 80 stores outside the Philippines-USA (26), Vietnam (32)...
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...Jollibee awards Jollibee Foods Corporation enters list of Top 1000 Corporations Jollibee enters list of Top 500 Corporations and assumes market leadership in local fast food industry. WEA gives Jollibee Gold record award for the outstanding sales of Jollibee songs. Jollibee wins the 9th International Foods Award from El Comestible in Barcelona, Spain Sales of 570 million pushes Jollibee into the elite Top 100 Corporations. Jollibee wins the Anvil Award for outstanding PR campaign in relation to the achievement of marketing objective with its Filipino Talents campaign. Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Leisure Products category during the 11th Philippine Ad Congress. Jollibee receives the Excellence in Marketing Management Award from the Asian Institute of Management. The Lola TV commercial wins the Grand Araw Award and an award of excellence for the promotion of Filipino Values during the Philippine Ad Congress. Jollibee receives award for the outstanding Corporate Safety Consciousness Programs by the Safety Organization of the Philippines (SOP). Far Eastern Economic Review cites Jollibee as the Philippines’ leading business corporation. For the 3rd straight year, Far Eastern Economic Review ranked Jollibee as the Philippines’ leading company. JOLLIBEE bags CMMA and three Araw Values Award. JOLLIBEE wins Award of Excellence in Philippine Quill Awards for Media Relations Program(30th anniversary campaign). Tony tan awards ...
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...Joy Lilac Bartolome Cindy Dela Paz Behind the Success of Jollibee Foods Corporation Submitted to : Sir Bryan Gonzalez Table of Contents Introduction…………………………………………………………. Body ………………………………………………………………………. a. The Financial Statistics………………………………………………… b. The Problems and Challenges……………………………………. Evaluation and Conclusion…………………………………………………….. Biblioraphy…………………………………………………. Introduction When we talk about fast food, what’s the first word that flashes in our minds? Here in the Philippines, when we’re talking about fast food chains, Jollibee itself is the first that comes up to our minds. Jollibee is a very well-known fast food chain and it is the largest fast food chain here in the Philippines. Jollibee is known as registered trademark. We all know that Jollibee is a food chain, but did we know where Jollibee came from? When? Why it becomes so successful? Jollibee started in the poor Caktiong Family from Southeastern China and immigrated to the Philippines for a better work to live their life. So like the other Filipino families who went or migrated to other countries for their living. Jollibee Foods Corporation or JFC was established after the oil crisis hit the ice-cream prices. “From modest beginnings to the top of the world” are the words that succinctly sum up Tony Tan Caktiong’s story, today president and CEO of Jollibee® Foods Corporation, the biggest fast food restaurant chain in the Philippines. At his age of 22, inspired...
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...POLYTECHNIC UNIVERSITY OF THE PHILIPPINES Maragondon Branch Maragondon Cavite A NARRATIVE REPORT ON PRACTICUM 1 STORE PRACTICUM JACINTO E. ARAYATA JR. JUNE 09, 2014 JOLLIBEE TANZA ANTERO A. SORIANO HIGHWAY, DAANG AMAYA II TANZA, CAVITE A Narrative Report Submitted to the Faculty Of the Polytechnic University of the Philippines Maragondon Branch Maragondon, Cavite In partial fulfillment of the requirements for the Course in Bachelor of Science in Business Administration Major in Human Resource Development Management JACINTO E. ARAYATA JR. June 09, 2014 Republic of the Philippines Polytechnic University of the Philippines Maragondon Branch Maragondon, Cavite COLLEGE OF BUSINESS ADMINISTRATION Narrative Report of : JACINTO E. ARAYATA JR. Title : PRACTICUM EXPERIENCES AT JOLLIBEE TANZA APPROVED: PROF. CARMELITA M. CAULI ____________________ Practicum Professor Date APPROVAL SHEET A narrative report, entitled “A narrative report in on the job training” undertaken at Jollibee Foods Corporation located at Tanza, Cavite. Prepared and submitted by Jacinto Arayata Jr. in partial fulfillment of the requirements for Bachelor of Science in Business Administration Major in Human Resource Development Management, is hereby endorse for approval. Accepted and approved in partial fulfillment of the requirements for...
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...Jollibee Food Corporation Milestones / History 1975 * Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet 1979 * Spaghetti Special is introduced * 1st Franchise owned store opens at Ronquillo Sta. Cruz. 1985 * Jollibee becomes the market leader of the fastfood industry. * Breakfast Joys are introduced. * Langhap-Sarap awarded most effective ad campaign in the food category during the 9th Philippine Advertising Congress. 1992 * Jollibee sales hit the P3.365 billion. * Started using frozen patties for its popular hamburgers. * Improved softserve ice cream line by offering fruit flavored ice cream. * Acquired 73% if the Hamburger segment. * Opened another store in Jakarta, totaling to 2 stores in Indonesia. * Jollibee have 112 stores nationwide. * Maintained its advantage over its competitors by acquiring more than 50% share of the fast food industry. 2004 * The Chairman and Chief Executive Officer of the company, Mr. Tony Tan Caktiong was named the Ernst and Young’s 2004 World Entrepreneur of the Year 2008 * JOLLIBEE bested some of Asia Pacific’s biggest multinationals as it bagged the FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Award held in Singapore. * JOLLIBEE bested some of Asia Pacific’s biggest multinationals as it bagged the FMCG and F & B Asia Pacific Supply Chain Excellence...
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