The case study solution provides a review of Jollibee's operational and strategic activities. Domestic strategies are discussed along with the international expansion strategies. Jollibee, a market leader in the Philippines fast food industry, had to modify its future plans as a reaction to the entry of competitors like McDonalds. The modification not only transformed the company into a domestic market leader but made it an important market player internationally. Due to the internationalization of the company, its organizational structure had to be re modified, and the management had to face a number of issues during this process. The expansion plan of Jollibee in the new markets of California, Hong Kong and Papa New Guinea has to be re considered by including the region specific factors into the market research.
1. How was Jollibee able to build its dominant position in fast food in the Philipines? What sources of competitive advantage was it able to develop against McDonald’s in its home market?
2. How would you evaluate Tony Kitchner’s effectiveness as the first head of Jollibee’s international division? Does his board strategic thrust make sense? How effectively did he develop the organization to implement his priorities?
3. As Noli Tingzon, how would you deal with three options described at the end of the case? How would you implement your decision?
4. Provide advice to the top management team at Jollibee. What should Tingzon do not ensure global success? Which option competitive advantages can Tingzon exploit to improve its global position?