Jollibee Foods Corporation Analysis

2004 Words Feb 28th, 2012 9 Pages
Jollibee Foods Corporation

Jollibee Foods Corporation owned by the Tan family began in 1975 as a basic ice cream parlor and subsequently expanded its menu offering in the form of sandwiches and hamburgers as a result of the increased cost of oil and the President Tony Tan Caktiong (TTC) anticipated ice cream prices to soar. The company culture was developed on the Five F’s: Flavor, Fun, Flexibility, Family atmosphere and Friendliness. The years to follow, Jollibee Foods began to expand domestically opening five stores and proceeded to incorporate as Jollibee Foods Corporation. The family owned Corporation rapidly expanded domestically throughout the Philippines. Jollibee Foods began to diversify its product offerings by acquiring
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Kitchner was hired as the Vice President of the International Operations and proceeded to differentiate the International Division from the Philippine domestic component of Jollibee. The approach that Kitchner implemented was a formal culture for the division that included a greater structure and accountability which deviated from the domestic management philosophy. The main goal and objective of the new division under Tony Kitchner was a strategy to target expats and planting the flag. The intent was to position Jollibee as one of the world’s top ten fast food brands by the year 2000. The strategy was to have a first mover advantage, to plant the company’s flag in the countries that did not have a major competitor in the respective market. The rapid expansion resulted in the entry into eight new national markets with eighteen stores between 1994 and 1996. Kitchner implemented the Franchise Service Managers which acted as the main point of contact between operations and the franchise. The FSM worked on training the local managers as well as the ambience of the store and customized it based on the local market consumer taste and preference. Also, the FSM staff provided positioning and communications strategies and which were based on advance consumer surveys and market data analysis of major competitors. Additional changes

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