Scribd
Upload
565 views2 pages

JolliBee Fast Food - The Filipino Way

Jollibee has grown significantly since its founding in 1978 through strategic expansion. The company's founder, Tony Tan Caktiong, sought to differentiate Jollibee from competitors like McDonald's by making it a symbol of Filipino pride. Key strategies that supported Jollibee's growth included continuing expansion even during economic recessions when competitors slowed down, targeting countries with large Filipino populations, and tailoring products to local tastes. This helped Jollibee become the dominant fast food brand in the Philippines.

Uploaded by

nickymaxx06
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
565 views2 pages

JolliBee Fast Food - The Filipino Way

Jollibee has grown significantly since its founding in 1978 through strategic expansion. The company's founder, Tony Tan Caktiong, sought to differentiate Jollibee from competitors like McDonald's by making it a symbol of Filipino pride. Key strategies that supported Jollibee's growth included continuing expansion even during economic recessions when competitors slowed down, targeting countries with large Filipino populations, and tailoring products to local tastes. This helped Jollibee become the dominant fast food brand in the Philippines.

Uploaded by

nickymaxx06
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Ques 1.

Analyse jollibee’s growth since its inception and comment on the


strategies followed by the company to establish itself firmly in the fast food
industry in the philippines?

Ans 1.Tony want to do something bigger in the food business-in the form of a fast
food outlet chain.His vision was inspired by the global popularity of companies
like Mc Donald wendy’s & burger king.

By establishing jollibe in 1978,tony decided to differentiate his company by


making it a symbol of filipino pride .

Tony tang cakting set up a two –outlet icecream parlour business in city of manila.

Strategy made by tony

Especially the expansion plans lifted the company’s growth.

During recession Jollibee continued to expend while other competitors like


McDonald’s slowed down their expansion plans, Jollibee went on expending.

Strategies were the trick for its success like it targeted those countries which have
slightly high numbers of Filipino people.

All food products were prepared keeping in mind the taste and flavours prevalent
in the country.

Jollibee became the undisputed leader in the fast food industry as the prices of
foreign fast food outlet were high

It practice of greeting customer in the traditional Filipino way soon become


industry norm.
Ques 2. Critically comment on jollibee’s globalization strategies.Why did the
company opt for globalization?Did the company make a mistake by not tying up
with an experienced US partner?

Ans 2. Jollibee’s decided to expand into those countries first where Filipino
nationals were working in large numbers.Thus,Jollibee initially expanded into
Indonesia,Hong Kong and Brunei,where a lot of Filipinos were working,forming a
ready customer base for the company’s product.

The company opt for globalization due to the economic recession plaguing
South East Asian countries in the late 1990s.

Yes the company make a mistake by not tying up with an experienced US


partner because there would have been a lot of advantages if we have partnered
with the American company that was familiar with US operations,from the front
to the back of the house.It would have helped to know how to deal with the
external parties,like cities and countries.

You might also like