JOLLIBEE FOODS CORPORATION INTERNATIONAL EXPANSION CASE STUDY

The name that kept recurring was Manolo P. Jollibee had grown quickly having a total of stores worldwide by the end of year You can change your cookie settings at any time but parts of our site will not function correctly without them. Locations with Jollibee outlets are underlined. Tingzon, has been appointed by TTC. Cite View Details Purchase Related. Bartlett , Rachel Gordon and John J.

When Jollibee arrived in Indonesia, they assumed that the market would be similar to the Philippines. Initially, I had supported this approach, thinking we could learn from an experienced outsider, but I came to believe that was not viable in the long term. In choosing a site, attention had to be paid not only to the potential of a city or neighborhood but also to the traffic patterns and competition on particular streets or even blocks. However, the area saw far fewer Filipinos than Central and the store would have to depend on locals. Meanwhile, staffing problems were worsening. 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. While there was no controversy about reformulating hamburgers for Muslim countries to eliminate traces of pork, for example, adding new products or changing existing ones led to major arguments.

Nevertheless, the company viewed the market as promising. Accountancy, Business and Management—12 Finance. The hope was that Jollibee would then expand to all consumers throughout the U. When corporate inspectors visited to check quality, cleanliness, and efficiency in operations, the franchisee would not let them into his offices to verify the local records.

However, the area saw far fewer Filipinos than Central and the store would have to depend on locals.

jollibee foods corporation international expansion case study

In choosing a site, attention had to be paid not only to the potential of a city or neighborhood but also to the traffic patterns and competition on particular streets or even blocks. TTC summed up the lessons Jollibee had learned from its first international ventures: International Expansion Moving Offshore: Filipinos abroad have a chance to directly mingle with foreign friends and provide free advertising for Jollibee by word of mouth.

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There also was some jealousy on a personal level because the people internationxl were immediately promoted to the next level, with better pay and benefits.

Company History Started in as an ice cream parlor owned and run by the Chinese-Filipino Tan family, Jollibee had diversified into sandwiches after company President Tony Tan Caktiong better known as TTC realized that events triggered by the oil crisis would double the price of ice cream.

As it often did in other offshore activities, the International Division staff had to develop skills very different from those of their Jollibee colleagues working in the Philippines. As a compromise, International developed a spicy sauce that customers could add to jnternational standard Jollibee chicken. The other challenge was that rapid expansion led to resource constraints—especially in the availability of International Division staff to support multiple simultaneous startups.

With only a few weeks of experience in his new company, Noli Tingzon knew that he would have to weigh these decisions carefully. Vice President Franchising Remedios V. A year later, with five stores in metropolitan Manila, the family incorporated as Jollibee Foods Corporation. We sent managers from the Philippines to run the operations and the local partner supported us.

Technology and Operations Management. Global Focus Christopher A. My account New to us? At one point, they proposed running a store in the Philippines as a training facility, but we thought they also wanted jollibew show us that they could do it better than us. Noli Tingzon has an inherent point of view about Expansiion work culture.

Jollibee Foods Corporation (A): International Expansion

However, one responsibility in which franchisee was deeply involved was the key first step of selecting and securing the site of the first store, often with advice from International Division staff, who visited the country several times jollobee direct market research. In this context, Shih and King proposed to open a fourth store.

The site will provide the best opportunity for Internationall to gain visibility and branch recognition among Hongkong locals since the store will reside in the heart of the city where traffic is high. For comparison, in the Philippines, approximately 1, fast food outlets competed for the business of 75 million people. He can bridge the gap and settle differences between these two groups.

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Bartlett Describes the entrepreneurial leadership of Jack Manning Bancroft JMBa young Indigenous Australian university student who created the Australian Indigenous Mentoring Experience AIMEa nonprofit organization he formed to respond to the problem of Indigenous high school students completing high school at less than half the rate of non-Indigenous students.

Noli Tingzon, newly-appointed international division VP at Jollibee, the Philippines-based hamburger chain, is faced with the challenge of expanding fast food operations in Asia in the face of stiff competition. To order copies or request permission to reproduce materials, callwrite Harvard Business School Publishing, Boston, MAor go to http: With more than a million immigrants from the Philippines living in California, most relatively affluent, this state had one of the highest doods of Filipino expatriates in the world.

Yet even an excellent location could not make a store viable in the absence of good operations management, the critical ingredient in reducing waste, ensuring quality service and increasing staff productivity. Corporafion food executives generally believed that chain-wide consistency and reliability was a key driver of success.

Initially, I had supported this approach, thinking we could learn from an experienced outsider, but I came to believe that was not viable in the long term. It started when International tried to recruit people directly from the Philippine side, without consulting with their superiors.

jollibee foods corporation international expansion case study