Abstract

The case examines the rapid growth of one of the most successful companies in the Philippines, the fast-food major, Jollibee Foods Corp. Detailed information has been given about the company's origins and the measures it took to establish itself in the initial years. Jollibee's strong focus on issues such as product development, operational excellence, customer service, marketing and promotion, and social responsibility, and the leadership of Chairman Tony Tan Caktiong helped it become the market leader in the Filipino fast-food industry, beating all the multinational companies. The company's globalization strategies and its future prospects in the light of the new challenges it is facing in foreign markets are also discussed.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Clarity of vision
• Mission
• Differentiation
• Becoming a multinational.

Keywords

Rapid growth, Philippines, Jollibee Foods Corp., company's origins, initial years, product development, operational excellence, customer service, marketing, promotion, social responsibility, Chairman, Tony Tan Caktiong, Filipino, fast-food industry, multinational, globalization strategies, foreign markets