They also found they could adapt the labor-intensive Philippine operating methods by developing different equipment and cooking processes more in keeping with a high labor cost environment. HBS cases are developed solely as the basis for class discussion. Sometimes the franchisee had been chosen partly for access to particularly good sites. Visco recalled that when he wanted assistance designing new packaging, the Philippine marketing manager took the attitude that international could fend for itself. There is a need to hire local store workers to cater to customers who could not speak English well to ease and make them feel comfortable choosing the menu or giving orders. Once the franchisee had negotiated the lease or purchase, the project manager began recruiting local store managers.

That was a key learning: A company that values family. Initially, the operation struggled, facing competition from street vendors and cheap local fast food chains. Customers patronized chains because they knew, after eating at one restaurant in a chain, what they could expect at any other restaurant. A year later, with five stores in metropolitan Manila, the family incorporated as Jollibee Foods Corporation. All fields Reference no.

jollibee foods corporation international expansion case study

Cite View Details Purchase. In Augustpolitical opposition leader Benigno Aquino was assassinated as he returned from exile. The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No And the decisions he made on the three entry options would have a significant impact on the strategic direction his international division took and on the organizational capabilities it needed to get there.

Strategy and General Management.


This was typically a rice-based meal with a topping that could vary by country–in Hong Kong, for example, the rice was covered with hot and sour chicken, while in Vietnam it was chicken curry. Many franchisees were also members or wxpansion of the Tan family. To order copies or request permission to reproduce materials, callwrite Harvard Business School Publishing, Boston, MAor go to http: BartlettRachel Gordon and John J.


Although the original plan had been to open just one store in the foreseeable future—in the capital, Port Moresby—Tingzon was certain that the iternational could only cover the costs of developing the market if he put in at least three or four stores soon after.

jollibee foods corporation international expansion case study

Register Product search Getting started Search for teaching materials Try something new. The flag was being planted. When conflict between the local partners and the manager they had hired paralyzed the operation, in lateJollibee dissolved the partnership and sold the operation to a new franchisee.

Jollibee Foods Corporation (A): International Expansion

International Expansion Another key factor in this business is location. While there was no controversy about reformulating hamburgers for Muslim countries to eliminate traces of pork, for example, adding new products or changing existing ones led to major arguments.

Even if he were to approve the store, he wondered if he should support the menu variations that might complicate quality control.

A Social Entrepreneur’s Moon Shot. In this context, Shih and King proposed to open a fourth store. Furthermore, he emphasized that he was willing to build more stores if necessary and would put up all the capital so that Jollibee would risk no equity in the venture.

Jollibee expanded quickly throughout the Philippines, financing all growth internally until Each store received an average of two quick checks per quarter. HBS case — how wikipe The Student Who Was Mi These were the key contacts between the company and its franchisees, and Kitchner was rapidly building a substantial support group in Manila to provide them with the resources and expertise they needed to start up and manage an offshore franchise.


Jollibee Foods Corp. (A) International Expansion (HBS case) [General Management]_图文_百度文库

International Expansion mixture of rice and coconut milk. International Expansion new markets.

Initially, the operation struggled, facing competition from street vendors and cheap local fast food chains. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management.

jollibee foods corporation international expansion case study

As a compromise, International developed a spicy sauce that customers could add to the standard Jollibee chicken. Particularly among the U.

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One problem with this approach proved to be its circularity: When Jollibee arrived in Indonesia, they assumed that the market would be similar to the Philippines. And was the Filipino-to-Asian-to-Hispanic-tomainstream entry strategy viable or did it risk boxing them into an economically unviable niche?

Bartlett Describes the entrepreneurial leadership of Jack Manning Bancroft JMBa young Indigenous Australian university student who created the Australian Indigenous Mentoring Experience AIMEa nonprofit organization he formed to respond to the problem of Indigenous high school students completing high school at less than half the rate of non-Indigenous students. Based on a page questionnaire, a quick check took roughly two hours to complete and covered all of the areas that intensive ones did, although with less rigor and detail.

Behind all that fun and friendly environment that the customer experiences is a well oiled machine that keeps close tabs on our day-to-day operations.