Jolibee Expanding Strategy

Topics: Marketing, Strategic management, Vietnam Pages: 51 (14943 words) Published: April 30, 2011
Executive summary
Jollibee Food Corporation is the epitome of entrepreneurial success in the Philippines. What started as an ice cream parlor had spawned into a national brand that even the likes of McDonalds cannot top. At present, Jollibee has established a global presence with the opening of stores in countries such as the US, Hong Kong, Guam, Brunei and Vietnam, just to name a few. I, employed as a consultant to the Vietnam country manager, will prepare this report to audit and analysis its plan to expand operation in the country. As a starting point, a thorough analysis of the possible strategies for Jollibee and choose the best, follow it is about how to making this strategy better in future operating in Viet Nam market

In this report, it using some strategies to analyze problem and making suggestion:
In this section of evaluating possible alternative strategies – substantive and limited growth, or retrenchment strategies for a chosen organization, we will evaluate it by measuring how advantage and disadvantage of these strategies, base on that we can also draw the measuring about suitability, feasibility and acceptability of these finally my choice between these plans is market penetration, market development, related diversification and franchising.

Base on explaining of these strategies, we can still draw the best strategy for JFC. At present, my opinion is related diversification because it fit with current position of JFC in Viet Nam’s market. To better use related diversification, JFC should prepare resource, finance and investment to use franchising method, this market entry strategies can support well for diversification at Ha Noi segment.

In addition, the role and responsibilities of sales department and marketing department should be made clear to better support diversification strategy. In overall, these two department both have the responsibility of research market and customer behavior to set appropriate price with good marketing campaign. They also have the role of supporting each other and related with Human Resource Management Department.

However, when setting plan as well as strategy, we should always consider about resource that need to deploy this strategy. For diversification, the priority needs are physical resource, human resource, investment and information of new market segment.

Finally, target and the way in which JFC can monitor they performed will be mentioned. Observation, report, feedback method will be the good way to monitor. Base on benchmarking with best company, JFC will be easy to control how they deploy plan in the future. Introduction

1. Purpose:
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. (JFC, access 2009)

At present, Dennis Flores, Jollibee vice president for international operations, his intention is Jollibee should focus on Viet Nam market. According to him, Vietnam has been a key market for JFC’s global operations.

Based on its business strategy and its performance right now, we will soon investigate how they can well operate in Viet Nam. This report includes: • Possible alternative strategies – substantive and limited growth or retrenchment strategies for a chosen organization • The appropriate organizational and operational strategies for the company. Provide rationale for your choice • The roles and responsibilities for this strategy implementation in two different organizations • The resource requirements to implement this new strategy • The future targets and timescales for achievement for monitoring the strategy concern.

2. Source of information:
This report uses the information base on scenario, history, finance and current performance of Jollibee in...
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