A Case study of Jolibee Foods Corporation: Going International

• Main Authors: Bonifacio, Aaron, See, Roy, Jr., Tan, Chester Aaron
• Format: text
• Language: English
• Published: Animo Repository 2007
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17513
• Institution: De La Salle University

This thesis was conducted in order to study the international development of Jollibee Foods Corporation, and the strategies and modes used. The main intention of this thesis was to tell the story of how Jollibee carried out its international expansion. It also aim to analyze the different strategies and to evaluate the level of success for each one. The thesis was also created to give a detailed historical background that led the company to move into the international scene. The group was also able to have an open discussion with one of the top managers of the company, who is close associate of one of the group members. He was able to provide essential information about the history of the company and what factors led them to go international. Some major findings of our research and case study were basically the modes used by Jollibee Foods Corporation, and what the advantages and dis advantages were of each one. The group has witnessed the evolution of international expansion of Jollibee Food Corporation (JFC) from its simple small-scale joint ventures where it encountered two main problems, choice of partner and location. After realizing that engaging in international expansion was difficult, Mr. Tony Tan Caktiong created a separate division within JFC specifically to handle international expansion for the company. Under the leadership of Tony Kitcher, the division focused on rapid focused on rapid expansion of its operations using two strategic goals, 2planting the flag3 and 2targeting Filipino expats3. An internal struggle and disappointment of Mr. Tan Caktiong towards Kitcher led to his resignation. Noli Tingzon took over his position and produced positive results with the entry to Papua New Guinea, Hong Kong and United States. Because of a tremendous job well done, Tingzon was offered the job as division head to lead the expansion of Jollibee within the United states. Recently, JFC has shifted gears and focused on the acquisition of existing food chains having great potential to become market leaders under their line/niche. Such acquisitions were Red Ribbon Bakeshop and Yonghe King fats food; both chains have established stores and well-renowned brands. Going into international business is something that needs careful attention and through thought to. One cannot rely on only his gut, but must base decision on research and facts. The international experience of Jollibee should be one that inspires local business to dream bigger. Jollibee’s success is not only evident in the country, but beginning to prove itself in the world. Jollibee Foods Corporation is surely on its way to becoming a major player in the international fast-food market.