Jollibee Foods Corporation is a Philippine multinational fast food company founded in 1978. It has over 14,000 employees and operates in several international locations. Jollibee expanded internationally for competitive positioning, market seeking, and increasing brand awareness. Their expansion means included exporting, franchising, and greenfield investments. They had successful expansions in the Philippines and Taiwan but failed in Singapore due to partnership issues. Their core values focus on friendliness, flavorful food tailored to customer needs, a fun atmosphere, flexibility, and family. They considered expanding to Australia, Hong Kong, or California next.

1. Case study: Jollibee Foods Corporation
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2. Contents
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Motivations
MentalitiesMeans
Case study: Jollibee Foods Corporation

3. Jollibee Foods Corporation
Motivations
MentalitiesMeans
International expansion
- Founded in 1978 (ice cream parol)
- Started the hamburger business because of 1977 oil crisis
- Head quarter: Pasig, Philippines
- Five “Fs” philosophy: Friendliness, Flavorful food, Fun
atmosphere, Flexibility in catering to customers needs, and
Focus on family
- Revenue: 100.8 billion PHP (2015)
- Net income: 3.25 billion PHP (2011)
- Number of employees: 14,635 (FY 2011)
- A multinational enterprise
- Subsidiaries: Chowking, Mang Inasal, Red Ribbon, Greenwich
Pizza
https://en.wikipedia.org/wiki/Jollibee

4. Jollibee Foods Corporation
Motivations
MentalitiesMeans
International expansion
Market and Resource Seeking
l Secure raw materials
l Exploit factor cost differences
l Protect exports
l Provide growth
Competitive Positioning
l Match competitors
l Capture global scale
l Preempt markets
l Play “Global Chess”
Global Scanning/ Learning
l Global intelligence scan
l Access scarce knowledge
l Recruit skills, expertise
70s/80s
Pre-1970
90s/00s
Mass-based positioning
(reposition):
Indonesia market isn’t willing
to pay for fast-food as in
Philippine
Change business model/logo
-Ways to expand is to use franchise
Model
Competitive positioning
Market seeking
Increasing brand awareness

5. Jollibee Foods Corporation
Motivations
MentalitiesMeans
International expansion
 Creating and sustaining global competitive advantage
Partner Countries
Supplier Countries Global
Business
Customer
Countries
R&D
Manufacturing
Logistics
Procurement
Coordinate/
Orchestrate
Marketin
g
Sales
Service
Customers
Internal
Partners
Suppliers
Home Country

6. Means
 Export
 Indirect
 Direct (e.g. agent)
 Controlled (e.g. sales branch)
 Contractual
 License
 Franchise
 Management/Service Contracts
 Marketing & finance
 Cooperation Agreements
 Investment
 Greenfield
 Acquisition
 Joint Venture
 Deli France
 Capital Participation
Motivations
MentalitiesMeans
International expansion

7. Failed and Successful global locations
Successful
The Philippines:
Enjoyed domestic
market
dominance
Taiwan: partly
successful
Brunei: local
investor was a
silent
Failed
Singapore: bad
relationship with
partners
Taiwan: high
rental costs

8. Motivation
• Competitive positioning
• Market seeking
• Increasing brand awereness

9. Mean
• Planting the flag: being the first mover
• Establishing affiliates
• Economics of scale

10. Mentality: core values (5 five Fs)
• Friendliness
• Flavorful food: tailored to customer needs and
preferences
• Fun atmosphere
• Flexibility in catering to customers needs
• Focus on family

11. 3 choices to make
• Australia
• Hong kong
– Unable to hire local people
– Language barrier
– Quality control questions
– Reidifity-refused
• California
– Target Filipino expatriates
– Largest fast food consumer market
– High competition