A case study analysis, recommendations and solutions of the given questions from Jollibee Food Corporation on Global Expansion strategies. International expansion – Jollibe case. 1. Case study: Jollibee Foods Corporation Email: @ NonstopWorld academy. By Arra B. Francia, Reporter. JOLLIBEE Foods Corp. (JFC) is putting up stores globally this year while scouting for new acquisitions, in a.

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Skip to main content. Log In Sign Up. Brought about by oil crisis which doubled the price of ice cream, JFC diversified into hamburgers in the year Though it began as a family business, eventually, it went public in Jollibee had grown quickly having a total of stores worldwide by the end of year Jollibee ventured into overseas expansion attempts corporatiion but were internatiomal unsuccessful due to location and partner issues.

Tingzon, has been appointed by TTC. Apparently, Tingzon has to deal with the international expansion problems passed on by his predecessor.

They are willing to transfer their management expertise to them in order to facilitate new outlets in becoming self-sufficient and profitable. Knowing from a successful associate would trigger curiosity among elites on the kind of business the Tan Family are up to.


Noli Fods has an inherent point of view about Filipino work culture. He has the ability to listen and weigh things between the Domestic and the International Division issues. He can bridge the gap and settle differences between these two groups. Tingzon needs the support from the different departments in both the Domestic side and the International Division in order to succeed in the international arena.


Noli Tingzon has just assumed the Head of International Division position for a few weeks; thus, he needs some time to learn the in and out of the company before he can fully function. He has built his career helping foreign fast internatioonal chains to break in the Philippine market.

On the contrary, his new position in JFC requires him to do the other way — to crack offshore markets which he may not be very familiar with.

The fact is, the Philippine market is not the same with other foreign markets because every market has its own attributes such as brand perception and taste preference. The International Division was seen by their domestic counterparts as lavish spenders and unorthodox yet inexperienced newcomers.

Comparison of the years shows that there was an improvement from to ; apparently, it was decreasing in the subsequent years. This means that currently, JFC has no sufficient funds to support expansion.

Jollibee Foods Corporation (A): International Expansion

In fact, mollibee sales and net income growth rate was declining for the last 5 years. Filipinos abroad have a chance to directly mingle with foreign friends and provide free advertising for Jollibee by word of mouth.


Besides a would-be franchisee was very interested to invest a significant capital to support the target critical market mass of 20 stores and was planning to negotiate with a major petroleum retailer to open stores in a number of service stations around the country.

The site will provide the best opportunity for Jollibee to gain visibility and branch recognition among Hongkong locals since the store will reside in the heart of the city intednational traffic is high. This opportunity will open the door for Jollibee to claim prestige and publicity in mainland U.

Jollibee ramping up global store expansion | BusinessWorld

Jollibee will continue to find ways to improve the quality of food and service it provides in order to enhance customer satisfaction and to do better than the competitors. There is a need to hire local store workers to cater to customers who could not speak English well to ease and make them feel comfortable choosing the menu or giving orders. Negative implication will be retained instead of the good ones. Remember me on this computer.

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