STRATEGIC MANAGEMENT

DHU3633

CASE STUDY ASSIGNMENT II

Jollibee Foods Corporation (JFC), a Philippine fast-food business, has attained market
domination across three areas with its own country: burgers and chicken, pizzas, and Chinese
food, outperforming well-known foreign competitors like as McDonald's and Pizza Hut.

What is the secret to its domestic success, and what lessons may be extracted for its overseas
ventures? JFC owns and runs Jollibee, the largest and most successful native fast-food
company in the Philippines. Jollibee has overcome worldwide companies, particularly fast-
food McDonalds, throughout the Philippine fast-food scene by targeting the particular
Filipino consumer with its own distinctive menu and good service. Jollibee controls 58
percent of the Philippines' quick-service restaurant business and 70 percent of the burger-
based meals industry.

Therefore, to complete this task, students are needed to:

1. Evaluate Jollibee Food Corporation’s performance in the Philippines. What

are the secrets of its success in terms of Marketing, Operations, and Human resource
strategies?

2. Discuss THREE (3) ways of JFC’s strategy of adding new brands leverages or weakens
the original Jollibee concept. Justify your answer by giving explanations and examples.

3. Should it modify its consumer-driven strategies to suit foreign markets, even if that
means Jollibee becomes much less Philippine in nature? Justify your answer by giving
explanations and examples.