1. JOLLIBEE FOODS Internation nal
CORPORATION Expansion
Team B
Descudet Lucas
Chastanet
Benjamin
Causse Lacroix
Clémence
Bréhu Lucie
Bozzi william

2. SUMMARY
 History
 Expansion
 Industry background
 Organisation building
 Strategy
 Franchisees
 Adaptation
 Threats
 Recommendations

3. COMPANY HISTORY
 1975 : Opened a Magnolia as Ice cream parlor In Cubao
 1977 : Diversification of sandwiches
 1978 : Five stores in Manilla
 From 1975 to 1997: The importance growth of stores and
sales

4. EXPANSION AND ACQUISITIONS
 Acquisition of 80 % of Greenwich Pizza
 Formation of a joint venture with Deli France
 The increase of assets and turnovers from 1992 to 1996
 The expansion of the numbers of store

5. INDUSTRY BACKGROUND
 Developing a value proposition
 Providing a model in the world
 The way to manage a store and a chain (traf fic, marketing
operations)

6. ORGANIZATION BUILDING
 New structure and more resources
 Hiring an experienced man in order to become one of the « top
10 » fast food in te world : Mr Kichner
 New connections to work a multinational
 Recruitment of professionals staf f

7. THE STRATEGY
 The two main objectives :
- « targeting expacts »
- « planting the flag »
 The importance of the advertising and promotion

8. FRANCHISEES SYSTEM
 Franchisee service manager required store to fax every day
theirs figures ( sales,customer trafic,average ticket)
 good way to find a solution very quickly if there is any
problems
 Its more to help franchisee an provide consulting assistance
than a control

9. ADAPTATION FOR THE INTERNATIONNAL
 The Jollibee’s Philippine business model needed to be
modified overseas.
 Redesign of the logo,while retaining the bee mascot.
 Change their advertising politics
 Adjust menus to local preferences
 That mean some tensions with the Philippine side of Jollibee

10. THREATS
 The fast food industry is highly competitive
 Price wars and marketing innovation are seen frequently on
this sector
 Internal conflict between divisions, they need to increase the
internal communication in order to resorb the tensions
 it is not possible for the companies in the industry to apply a
standard set of menu throughout the world .

11. RECOMMENDATIONS
 Continue to expand to areas with high Philippine
concentration
 Impart a vision of customer service to its employees, that
includes clear and understandable long term goals
 Encourage employees to exercice the flexibility and judgment
that customers expect
 able to answer a customer’s question
 make routine decision
 provide the ressources the staf fs require to succeed
including coaching and training

12. THE END
Thank you for your attention