Perez, Raliane Gail D.

February 18, 2020

Corporate Finance Assignment

JOLLIBEE GOES GLOBAL

1. Give reflection about the case.

- Jollibee is the no.1 fast food chain in the Philippines While reading the case
study about Jollibee and the success story of Tony Tan, I clearly understand
the importance of starting small, taking risks, and above all loving what you're
doing. Mr. Tan has perfectly formulated the recipe of success that established
Jollibee into what it's today. The fast food chain JFC is further expanding and
it doesn't stop because they are proud of what they're doing and that they
seek to give happiness to the people with their passion in their business.
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2. What strategies did Jollibee follow or consider following during its evolution;
dodger, defender, extender and/or contender? Explain your answer.
- In my take Jollibee used the defender and extender strategies during its
evolution. Because Defender strategy focuses on its local assets in segments
where multinational corporations are not doing so well or weakly. Also
extender strategy because they focus on expanding to international markets
similar to those of the local market, utilizing the skills developed at home.

3. Which strategy do you think is most appropriate for Jollibee? Why?

- Mr. Tony wants the Jollibee become the largest fast food chain in the
Philippines so they used the expansion strategy then soon came after, a goal
which was almost immediately met with bigger competition. Another strategy
to reach the market is through the use of transit media. Advertising using
vehicles is the company's very effective way of reaching all segments of its
market.

4. Why do you think Jollibee was successful in the United States but not in China?

- In my take, Filipino foods weren’t so popular worldwide. Maybe there were

more Filipino workers in United States that’s why Jollibee was more known
compare to China and when an OFW sees Jollibee in other country it will
make them feel that Filipino childhood vibe. Also Jollibee menu like burgers
and spaghetti are already known in United States. We know most of the
Chinese are into noodles and steamed dishes .So I think China didn’t just
adapted yet before the kind of food in Jollibee .