JOLLIBEE FOODS CORPORATION: INTERNATIONAL EXPANSION A CASE STUDY DOCX

Title	JOLLIBEE FOODS CORPORATION: INTERNATIONAL EXPANSION A CASE STUDY
Author	Nes San
Pages	9
File Size	54 KB
File Type	DOCX
Total Downloads	368
Total Views	439

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JOLLIBEE FOODS CORPORATION: INTERNATIONAL EXPANSION A CASE STUDY 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 diversifed 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 ofce design and dress code to pushing aggressive expansion strategies and rebranding Jollibee's image ofshore. Kitchner's bold strategies strained the International Division's relations with the Philippine-based operations....