Jollibee - Document
Jollibee Foods Corporation (A): International Expansion
Beth Price, Jeremy Krumenauer, Jordan Curry
McKendree University
Mrs. Daphne Behrmann
MBA 651-S1EL: Global Organization and Management
March 3, 2013
Table of Contents
1. Abstract 3 A. Introduction - Jollibee Background 4 B. Problem and Issue Identification 5
2. Analysis and Evaluation 6 A. Jollibee 's Successful Business Model 6 B. Jollibee 's First International Division 7 C. Noli Tingzon 's strategy for three expansion options 13 D. Noli Tingzon 's way-ahead for Jollibee 's international success 15
3. Recommendations 19
4. References 20
5. Appendices 23
1. Abstract The fast food industry is a robust market to enter, let alone be competitive in. This case study will take a look at a corporation that started as family business, but today, is a major global competitor. The Jollibee Foods Corporation is a fast food chain originated in the Philippines and is the vision of Mr. Tony Tan Caktiong. His corporation is built on the core values better known as the "Five Fs"; friendliness, flavorful food, fun atmosphere, flexibility in catering to customer needs, and a focus on families (Bartlett, 2011, p. 34). Mr. Caktiong, just like many other business owners in the global marketplace, realizes the challenge of expanding into the global market while maintaining his corporation 's prominence in its home market.
A. Introduction To understand the context of the issues facing Jollibee as it expands to other markets outside it 's homeland of the Philippines, one must first look at its history. Jollibee was founded in 1975 by Mr. Tony Tan Caktiong (known as TTC). The beginnings of Jollibee were rather humble, with TTC starting the business as an ice cream parlor (DeLeon, 2013). Due to the inevitable increased price of ice cream due to the late seventies oil crisis, TTC switched to a home-style burger fast food restaurant, which rapidly drew success and additional store
Beth Price, Jeremy Krumenauer, Jordan Curry
McKendree University
Mrs. Daphne Behrmann
MBA 651-S1EL: Global Organization and Management
March 3, 2013
Table of Contents
1. Abstract 3 A. Introduction - Jollibee Background 4 B. Problem and Issue Identification 5
2. Analysis and Evaluation 6 A. Jollibee 's Successful Business Model 6 B. Jollibee 's First International Division 7 C. Noli Tingzon 's strategy for three expansion options 13 D. Noli Tingzon 's way-ahead for Jollibee 's international success 15
3. Recommendations 19
4. References 20
5. Appendices 23
1. Abstract The fast food industry is a robust market to enter, let alone be competitive in. This case study will take a look at a corporation that started as family business, but today, is a major global competitor. The Jollibee Foods Corporation is a fast food chain originated in the Philippines and is the vision of Mr. Tony Tan Caktiong. His corporation is built on the core values better known as the "Five Fs"; friendliness, flavorful food, fun atmosphere, flexibility in catering to customer needs, and a focus on families (Bartlett, 2011, p. 34). Mr. Caktiong, just like many other business owners in the global marketplace, realizes the challenge of expanding into the global market while maintaining his corporation 's prominence in its home market.
A. Introduction To understand the context of the issues facing Jollibee as it expands to other markets outside it 's homeland of the Philippines, one must first look at its history. Jollibee was founded in 1975 by Mr. Tony Tan Caktiong (known as TTC). The beginnings of Jollibee were rather humble, with TTC starting the business as an ice cream parlor (DeLeon, 2013). Due to the inevitable increased price of ice cream due to the late seventies oil crisis, TTC switched to a home-style burger fast food restaurant, which rapidly drew success and additional store
References: Anderson, M. (2006). Restaurants, Regulation, and the Supersizing of America. Regulation Magazine. Retrieved from: http://www.cato.org/doc-download/sites/cato.org/ Bartlett, C Conner, C. (2012). Ready to Go Global? Six Tips To Help You Decide. Retrieved Feb 2 5, 2013, from Forbes: http://www.forbes.com/sites/cherylsnappconner/2012/08/14/ready- to-go-global- six-tips-to-help-you-decide/ DeLeon, S International Expansion: Top 10 Tips for Success. (n.d.). Retrieved Feb 25, 2013, from HSP: High Street Partners: http://www.hsp.com/hsp-in-action/white-papers/international- expansion-top-10-tips-success IUCN Seena, M. (2013). Fast Food Industry Analysis 2013 – Cost & Trends. Franchisehelp.com. Retrieved from: http://www.franchisehelp.com/industry-reports/fast-food-industry-report Smith, G Solee, T. (2009). Tony Tan Caktiong and Jollibee Success Story. Rags to Riches Entrepreneur, Retrieved from http://www.millionaireacts.com/735/tony-tan-caktiong-and-jollibee- success-story.html Staff, F. (2013). Billionaire Tony Tan Caktiong Takes Jollibee Foods Global. Retrieved Mar 02, 2013, from Forbes Asia: http://www.forbes.com/sites/forbesasia/2013/01/30/billionaire-tony-tan-caktiong-takes- jollibee-foods-global/ Walter, B William, S. (2013). Jollibee: About Us. Jollibee Foods Corporation.com, Retrieved from: http://www.jollibee.com.ph/about-us