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I. Background of the Case Jollibee is founded by Filipino-Chinese Tony Tan Caktiong and his family began as a two-branch ice cream parlor in 1975 at Cubao offering hot meals and sandwiches. The original company name was Jolibe then Mr. Lumba next reformed the name Jolibe to Jolly Bee and made the two words form a single name Jollibee. Their success is phenomenon. Fast food popularity begins 1960’s and the pioneers of this are Ray Kroc – McDonalds and Colonel Sanders – Kentucky Fried Chicken (KFC). They have the concept of Serve time constrained customers, good quality food, clean dining environment, having a low price and give convenience to the customer. Almost 15 years, when Jollibee entered the industry but they rapidly became successful to other fast food that came first. It was incorporated a 100% Filipino company 1978 with seven outlets to explore the possibilities of a hamburger concept. 1979 is the introduction of Spaghetti Special. 1980, First TV commercial was launched by Jollibee, Chickenjoy and French Fries are launched and it is the introduction of Jollibee mascot debuts. Then Jollibee Palabok Fiesta’s introduction was 1982. In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. Their first international venture was at Singapore by 1985 and they already have 31 stores by 1986. Jollibee has already begun its overseas expansion in 1987 with a restaurant in Brunei, a small, oil-rich country with a relatively large Filipino migrant worker population. JFC moved on to enter other Asian and Middle East markets, such as Indonesia, Doha, Kuwait, Guam, Malaysia, and New Guinea. 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 and the new Main Office site has been


References: http://aldenpre.wordpress.com/2011/07/18/jollibee-company-and-brief-history/ http://prezi.com/a0u0k_b9mbsn/jollibee-foods-corporation-case-analysis/ http://www.papercamp.com/group/jollibee-foods-corporation-executive-summary/page-30 http://www.google.com.ph/imgres?imgurl=http%3A%2F%2Fkaleidoscope.cultural-china.com%2FchinaWH%2Fupload%2Fupfiles%2F2010-01%2F13%2Ftop_10_symbolic_chinese_foods__from_fish_to_fowl02846bb27ede533c3513.jpg&imgrefurl=http%3A%2F%2Fkaleidoscope.cultural-china.com%2Fen%2F8Kaleidoscope7369.html&h=352&w=470&tbnid=LmPX9VRLpsEKHM%3A&zoom=1&docid=IpI-9A3v8l_i1M&ei=l7caVNSMIdTt8AXhzoCwCA&tbm=isch&ved=0CBsQMygBMAE&iact=rc&uact=3&dur=169&page=1&start=0&ndsp=15 http://www.google.com.ph/imgres?imgurl=http%3A%2F%2Fwww.koreanbapsang.com%2Fwp-content%2Fuploads%2F2012%2F01%2FKorean-Dumplings-4.jpg&imgrefurl=http%3A%2F%2Fwww.koreanbapsang.com%2F2012%2F01%2Fmandu-korean-dumplings.html&h=335&w=500&tbnid=I_ilXu5VjX_kjM%3A&zoom=1&docid=966uG1FPTFxFpM&ei=_LcaVPCNDoOm8AXTw4HgDQ&tbm=isch&ved=0CG8QMyhPME8&iact=rc&uact=3&dur=463&page=5&start=77&ndsp=21 http://www.google.com.ph/imgres?imgurl=http%3A%2F%2Fhungrygerald.com%2Fwp-content%2Fuploads%2F2014%2F06%2Fsalmon-congee-1.jpg&imgrefurl=http%3A%2F%2Fhungrygerald.com%2Ftag%2Fcongee%2F&h=593&w=800&tbnid=5Tt8UX24UyG28M%3A&zoom=1&docid=ueO2asK76pUmpM&ei=qrkaVP8czubwBauIgLgE&tbm=isch&ved=0CBgQMygAMAA&iact=rc&uact=3&dur=216&page=1&start=0&ndsp=17
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