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| Details |
Case Code: CLBS005
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| Case Length: 4 pages |
| Period: -- |
| Pub Date: 2004 |
| Teaching Note: Not Available |
| Subject :Business Strategy |
| Price:Rs.50 |
| Organization :-- |
| Industry :Fast-food |
| Countries : -- |
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Jollibee - Fast-Food, The Filipino Way* |
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| The caselet examines the rapid growth of one of the most successful companies in the Philippines, the fast-food major, Jollibee Foods Corp. Corp. Jollibee’s strong focus on 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. |
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Issues: |
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- How an entrepreneur with a clear vision and mission can achieve a leadership position in the face of competition from MNCs.
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- How innovative operational and differentiation strategies can transform a small local company into a market leader in spite of stiff competition.
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| Introduction |
| The history of Jollibee dates back to 1975, when a Filipino entrepreneur Tony Tan Caktiong (Tony) set up a two-outlet ice cream parlor business in the city of Manila. His father used to operate a kitchen in Fujian (China), which was where Tony’s association with the food services business began.
Though the ice cream parlor business was doing well, Tony wanted to do something bigger in the foods business – in the form of a fast-food outlet chain. His vision was inspired by the global popularity of companies like McDonald’s (which incidentally, was planning to enter the Philippines during that time), Wendy’s and Burger King (these two already had a presence in the Philippines).....
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| Questions for Discussion: |
1. Analyze Jollibee’s growth since its inception and comment on the strategies followed by the company to establish itself firmly in the fast-food industry in the Philippines.
2. Critically comment on Jollibee’s globalization strategies. Why did the company opt for globalization? Did the company make a mistake by not tying up with an experienced US partner? |
Keywords |
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Jollibee,Manila,Philippines,Tony Tan Caktiong
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
$16) per copy.
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