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Jollibee case study

1. Introduction

“Ordinary people with extraordinary achievement” said by Tony Tan Caktiong, the
president of Jollibee Foods Corporation. The company started in 1975 as an ice cream
parlor, and now it becomes one of the fast-food major from the Philippines. Jollibee had
over 223 outlets across the world with annual sales of $7,778 millions (Pesos) dollar by
the end of 1997(Bartlett & Connell, 1998). However, the company seems not to be
content with current situation, and it is still seeking an opportunity to expand to the
global market.

This report evaluates the fast food industry as well as Jollibee’s overall status. The
report also addresses and defines some relevant issues and problems the company is
facing, such as what are the competitive advantage does Jollibee have, what the
strategy they have been using for the international market, what are the friction between
International division and Philippine company and what the recommended strategies
should be implemented to solve the problems. It also suggests Jollibee should not
ignore the new opportunity to the American and Hong Kong market, because of a huge
potential in future.

Some of the techniques are using to help anglicizing the company and industry, such
as SWOT, Porter’s Five Forces. This may also be a limitation as the evaluation only
covers certain aspects.
2. Discussion

2.1 Industry background


It is very important to understand what the Fast food industry it is, before analyzing the
company’s business strategy. In the 1960s, the fast food market starts growing, leading
by some main players such as McDonald’s and KFC. They have successfully provided
a model that the business was aiming to serve quality food at a clean dinning
environment. And it targets the customers who with limited of time and budget.

To perform a fast food Industry analysis, it is better to follow Michael Porter\'s five forces
model. This model was created to help the management team to analyze competitive
forces to the company. (Porter, 1990) The five forces that need to be considered in the
model are (1) The threat of new entrants; (2) the bargaining power of suppliers; (3) the
threat of substitute products; (4) the bargaining power of buyers; and (5) The intensity of
competitive rivalry within an industry.

The threat of new entrants is usually known as the market entry barriers. Normally high
barriers to entry will keep potential competitors away from the industry and low barriers
to entry will give enable more competitors to enter into the industry if, especially when
the industry returns are high. (Porter, 1990) In the fast food industry, one of the barriers
to entry is brand loyalty. Brand loyalty is very important in this market. When people are
looking for a quick meal, they always go to fast food restaurant that they familiar with.
Because people know are going to get same quality of food, same taste, and maybe
similar price even at different places. People feel more secure to have meal at a place
where they will have same standards of cleanliness and service. On the other aspects,
a branded restaurant would also take an advantage to choose a premium location
because an excellent location with high volume of traffic is very important for fast food
industry. There are also other barriers to enter the market, such as huge investment on
premise, equipment, advertising as well as choosing an appropriate manager to run the
store.
The intensity of competitive rivalry refers to all existing firms within the same industry.
There is a huge competition in the market, as driven by lots of competitors, such as
McDonald’s, KFC, Burger King, and etc. there are more than 10,000 stores in about 100
different countries for those famous fast food stores. (Research and Markets,n.d.) A
fierce rivalry between competing companies in the fast food industry defines how they
are fighting to get new customers, in terms of massive advertising, changes of new
products, and the most important is offering a competitive price.

The Bargaining power from the buyers is one of the forces that influence the industry.
Here the buyers refer to those who are ordering fast food at the local restaurant. And
therefore each buyer in himself, usually does not have much bargaining power over this
industry. They are going to the restaurant and just ordering and paying for a normal size
meal, for only a limited scale. However, be aware that the customers do have option to
choose a place to buy their fast food and this is where their power exists. Since the
industry is full of all different kinds of fast foods and with different brands, then the buyer
can actually buy similar products from different restaurants, in considering of their taste,
preference, and demands. Then the buyers could choose their preferable products and
maybe convince their friends to do the same. This is the situation where buyers have
power to influence the market. On the other hands, the suppliers for the fast-food
industry is also an important force, such as the suppliers for soft drinks. The Vital
suppliers usually play a very dominated role in the industry, such as the Coca-Cola and
Pepsi who are the ones have the ability to match the needs of global fast food industry.
There are also some other small suppliers with few bargaining power over the industry,
since all their products can be easly replaced.

Within the fast food industry, the threat of substitute products arise from those different
types of foods or services to which customers can turn to satisfy their same needs or
demands. The main reasons people choose fast food because it is convenient, clean,
and with best value. therefore, an example of substitute products are those frozen food
in the supermarkets. The Frozen Repeatable food offers a strong competitive threats
against the normal fast food, because it provides a similarity needs and taste. However,
the fast food sells not only the food but also offers an image and experience while
people are having meal in the store.

However, the porter’s Five forces model is not sufficient to explain the whole fast food
industry, there are also lots of uncertainty in the future. One of the biggest chanallage is
that people may change their preference and perceptions to this industry. The primary
purpose of industry analysis is to identify and determine the critical success factors for
the business.

2.2 Company Analysis

Jollibee was funded in 1975, and starts as an ice cream parlor. Soon after the oil crisis,
the

company decide to make some home-style hamburger, and this was quickly accepted
by the Filipino. Jollibee quickly expanded throughout the Philippines over last 20 years
and was first time listed on the stock market in 1993. In order to describe a clear
situation of Jollibee, a traditional SWOT analysis is applied (Appendix 1) and it will helps
determining the critical issues and generating a recommendations for action.

Jollibee faced its first serious combat in 1980s, facing the McDonald’s. However, the
company, as a host player, initially secured its dominant position in the market with Five
F\'s: flavor, fun, flexibility, family atmosphere, and friendliness(Bartlett & Connell, 1998).
This philosophy fit with the habits of local customers and enabled the firm\'s success
and expansion in Philippines. There are two main reasons for Jollibee to attain a
competitive advantage when against with McDonald’s. Firstly, the company has taken a
first-mover advantage as Jollibee has been in the market for more than 5 years before
McDonald’s decided to enter the market. Secondly, the company took the local
advantage and focus more on the domestic market. it operated more flexible to cater to
the tastes of its local Filipino.

A first-mover advantage is defined as an advantage gained by the initial occupant of a


market segment. The advantages including Technological Leadership, Preemption of
scarce assets and Switching costs.(Robert M. 2003) In 1975, Jollibee started the fast
food business in its home country, the Philippines. Therefore, it has an advantage to
choose the best location with high traffics and potentials. It is very important for a fast
food business choosing a premise that is convenient and with intensive traffic. In
addition, Jollibee, as a technological leader, knows more about the products and
operation in Philippines. Therefore they can take overall control from supplying of raw
materials, making of the food, and sell the products. It results a more efficiency in
operating the business. With a closer distance to the target market, Jollibee could
control its brand image, and select an appropriate franchisee in order to maintain the
quality of its products and services. Further more, the Switching costs is an advantage
for Jollibee when customers face some loss in turning to the competitor’s products. For
example, local people prefer to eat spicy burgers at Jollibee, compare with a plain beef
burger at McDonald’s. the local people are used to have such taste and they know they
will get similar food at Jollibee, but uncertain with McDonalds.

As mentioned above, another reason that Jollibee dominated its position to compete
with McDonalds is that company has benefited from a few local advantage. The Porter’s
diamond of National competitive advantage describes the facts. From Porter’s theory,
he believes that success in international trade comes from the interaction of four country
and firm specific elements: Factor conditions, Demand conditions, Related and
supporting industries, and Firm strategy, structure and rivalry.(Porter,1990) Philippines
is a small country but with large population, of different races. The western culture in
Philippines is very popular and the local people are kind and hard working. This is a
local factor that influences Jollibee’s business philosophy, and therefore encourages the
company to deliver quality food and friendly services consistently and efficiently. Local
demand is another critical condition that Jollibee considered well. The local Filipino
prefer large appetites with strong taste, such as spicy sauce. In order to compete with
the Big Mac, Jollibee quickly introduced a Champ Burger with larger size and taste with
local flavor. In terms of brand image, Jollibee emphasis on promoting its Joy Bee with
fun atmosphere, and focus on families. This helps to attract children from Philippine
family, and of course to provide best value of food is another selling point. An instable
business environment in Philippines helped to slower the investment from overseas.
The Philippine government somewhat offered a protection to the local company. An
example is the economic and political crisis stopped foreign investors, including
McDonald’s, expanding its business activities in Philippines. Nevertheless, the main
reason that Jollibee has established a dominate position is it focus more on the local
market, and provides suitable meal to the domestic market. Jollibee reacts more flexible
than McDonald’s, it changes its menu quickly to satisfy the local customer’s needs. On
the other hands, McDonald’s applied more to the Global Strategy at that time. It is a
strategy that the firm views the world as a single marketplace and its primary goal is to
create standardized goods and services that will address the needs of customers
worldwide. About the local knowledge, Jollibee knows better than McDonald’s, such as
the Filipino prefer rice than chips.

Further more, during that time, Jollibee was able to go ahead by using riding a wave of
national pride and again tailored their menu, adding "taste-tested offerings of chicken,
spaghetti, and a unique peach mango dessert pie, all developed to local consumer
tastes" (Bartlett & Connell, 1998). These were the sources of competitive advantage for
Jollibee winning the battle against McDonald’s by 1984.
2.3 Problems and issues

In 1994, Tony Kitchner was employed as a professional manager to operate the


International department, since the company had decided to put more recourse on its
international business. During his time, there was great expansion and increase in the
company’s international side. He used a “plant the flag strategy” to expand Jollibee’s
chain stores in overseas, and he saw all the expatriate Filipinos as a potential Niche
market. This is another strategy from Kitchner, named “Targeting Expats”. In addition,
he also made some internal changes to help implement all the business plans. Kitchner
start recruiting people for the International operations, such as marketing, Finance,
Quality control and product development (Bartlett & Connell, 1998). One of his
reformations on employees is to ask them wearing ties, as to provide a more
professional image on Jollibee’s international side. During his time at Jollibee, Kitchner
manage to increase the franchise stores up to 205 by 1997(Bartlett & Connell, 1998),
however, with more than 30 employees in his group (Bartlett & Connell, 1998).

Kitchner believes that company should take a first mover advantage in the fast food
industry and therefore began to “plant the Jollibee flag” in countries where with few
competitors. With this strategy, Kitchner was hoping to build brand recognition.
Unfortunately, the risk exists at the same time when the company decided to become a
first investor in the market. There is always uncertainty in the new market, and the
company needs to spend lots of resources to find out what the local tastes are, and how
to localize the menu to suit its habit. Jollibee, as a pioneer company, has to spend huge
money in lots of areas, such as R&D, buyer education, infrastructure development,
marketing, and even staff training. An even worse case is that in some of the new
countries, the franchise could not afford an expensive advertising before they achieved
certain level of sales. All these negative are defined as First Mover Disadvantage
(Robert M. 2003). On the other hand, the experience in Middle East shows that there is
few potential on the overseas Filipinos, because of different eating preference.
Therefore, he fails to implement the “Targeting Expats” strategy. Kitchner did not ignore
the importance of localization, in terms of tastes, customer preference and cultural
difference. He hired 32 employees in his division to help each franchise store in different
countries, in order to find out what the local customer needs and what is their
preference. Kitchner felt that Jollibee needed to present itself as “world Class, not “local”
(Bartlett & Connell, 1998). As a result, he decided to change company’s logo, store
design, advertising, and even the food package. Gradually, Kitchner has built his own
empery, and viewed itself as a collection of relatively independent operating division.
Naturally, he has applied a Multidomestic Strategy for Jollibee entering international
market. This is a strategy that the firm focus more on each specific domestic market,
and trying to meet the needs of local customers. It is normally adopted by the
companies who are selling brand-name, thereby ensure that local customers are still
paying premium price so that to cover the all heavy cost. However, Jollibee sells only
fast food, and this somewhat confused its brand image.

As one of the important divisions in the company, Kitchner was always seeking a
support from the company start building his own international group. He has employed
32 staffs internally and externally to fit into his division, including both functional position
and operational side, such as the Franchise Services Manager (FSM). As the division
expand and fast growing, the local Philippine staff saw them as new comes and became
more offensive with the international department. On the other side, the employees from
International division found the local department bureaucratic and slow -moving. As the
conflicts rose, the support and coordination between the two groups are getting worse.
The International Operation received little support from the local Philippine company, in
terms of R&D, marketing and sales. By the end of 1996, the international division
became less efficiency, and non-profitable due a loss from several international stores.
The company has to shrink the international operation, including Toni
Kitchner.
2.4 Recommendations

In the wake of Kitchner’s leaving, Jollibee is facing a big challenge to reform the
international division and trying to recovery from his awful performance. Tingzon, as a
new manager of Jollibee international, starts from a precarious position. It is
recommended that the first job is to resolve all the problems within the department, and
trying to minimize the cost of operation. The cost of sales increased dramatically from
last few years (Bartlett & Connell, 1998), while Kitchner managed to open 24 new stores
in 10 different countries. It is more important now for the company to slow the
expansion, as it requires more financial investment and increase the debt. Jollibee
needs to be more patient and give some time for the existing stores growing and turning
to profitable.

Nevertheless, opportunities immediately strike Jollibee. There are some options to open
new stores in Papua New Guinea (PNG), Hong Kong and United States. (Bartlett &
Connell, 1998) All these investment seems to be attractive and positive. With providing
information, the California expansion seems to be the best option to go. Firstly, there
are millions of people living the city, and with a large number of Filipino. This could
minimize the risk of not having enough sales at beginning, so that not to worry about
cover the cost of operating the business. Secondly, doing this business in the States,
will gain a World Wide Learning. After all, this is the birth country of fast food, with all
the competitors like McDonald, Burger King, KFC…etc. Nonetheless, to successfully put
a footprint on this country will help Jollibee to develop its brand recognition, and
therefore improve its international reputation. The company could also learn from this
experience, and transfer this learning to its operation in the other countries. It is highly
recommended to put this significant investment into the US market and it is an
opportunity not only provides extra sales but also with good learning.
Set up the fourth store in Hong Kong is another good decision, because Jollibee has
already made some success in the market. The loyal Filipino customers contribute great
sales for Jollibee in Hong Kong. However, before any new investment, it is important for
Jollibee international resolving the issues with Chinese employees in Hong Kong stores.
The problem is that all Chinese managers resigned because they like to work with
Chinese. A solution would be having a Philippines born Chinese to manage the shop
because they know Philippine culture and still cope with the local Chinese. An additional
challenge is that Jollibee Hong Kong needs to tailor its menu to fit with local dining
habit. It is not enough to serve only the expatriate Filipinos with increasing cost of sales,
promotion and advertising. There is no controversy that weather should open an extra
store in Hong Kong or not, because a victory in Hong Kong will lead Jollibee to an
immense market, the Mainland China.

Another investment option is from New Guinea, a new country to Jollibee with 5 million
people, but with limited fast food choices. However, it is suggested that company should
make a conservative investment. It is a question that whether a few stores in PNG
would cover the operating cost or not. This is a typical Kitchner ‘s strategy that we are
about plant a new flag in a country we know few about it and with thousand miles away.
We have to consider carefully if we can manage the store effectively and economically
before putting money in the pool.

In order to implement all the plans and decisions, the international division needs to be
reformed. The international operation should become a department not only operating
the overseas franchisee, but also coordinating with the Philippine company. It is critical
for the Philippine company to understand the international strategies and its decision, so
that they could provide efficient support to the division. It is also important for both
domestic and international departments share the resources and cooperate with each
other, and therefore serve the world market together as a common goal.
3. Conclusion

There are lots of augment on Jollibee’s future strategy, whether should keep following
the niche market “targeting expats” and “planting the flag. In fact, with these strategies,
the ex vice president, Kitchner, did make some success. During that time, 205 stores
were set up across 10 counties in the world. However, there is no absolute strategy
should be applied, and it is recommended the company should keep “planting the flag”
but with a conservative pace, otherwise It will become too ambition to grow. Especially,
facing with some new investment opportunities, Jollibee is suggested to start a business
in California as its first priority, with lower risk and changes in operation. The target
market at beginning is still the expatiate Filipino. However, the strategy “targeting
expats” for niche market is limited in long term. A Multidomestic strategy is
recommended for Jollibee dealing with international market. The strategy suggests that
a company should attempts to combine the benefits of global scale efficiencies, with the
benefits and advantages of local responsiveness. (Ghoshal & Nohria, 1993, p.27) An
opportunity to expand its Hong Kong business encourages Jollibee to customize its
products and services to the local market, and eventually helps Jollibee become a
Multinational Corporation world wide. The pain teaches, as the company should learn
from the previous mistake. It is always a challenge for company keeping a balance
between external expanding and its internal organizational ability. A strategy plan will
fail if this exceeded company’s capability.
4. References

Bartlett, C.A., & Connell, J. O. (1998). Jollibee Foods Corporation (A): international
expansion. Boston: Harvard Business School Publishing.

Bartlett, C.A., Ghoshal, S., & Birkinshaw, J. (2004). Transnational management: text,
cases, and readings in cross-border management (4th ed.). Boston: McGraw-Hill Irwin.

Fisher, G., Hughes, R., Griffin, R., and Pustay, M. (2006). International Busness:
Managing in the Asia-Pacific (3rd Ed.). Pearson Education Australia: Frenchs Forest,
NSW.

Grant, Robert M. (2003). USA, UK, Australia, Germany: Blackwell publishing.

Michael E. Porter, (1990)The competitive advantage pf nations, Harvard Business


Review

Ghosha & Nitin Nohria, (1993) Organizational forms for multinational corporations
Research and Markets. (n.d.). Fast food and quickservice restaurants-industry profile.
Retrieved 27 March, 2008, from
http://www.researchandmarkets.com/reportinfo.asp?report_id=448696&t=d&c

Agri-Food Trade Service (n.d), from http://ats-sea.agr.gc.ca/general/home-e.htm

5. Appendix 1

Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis

Strengths Weaknesses

Flexibility on changing the menu to fit with Costs of customizing the products is
local taste relatively high, financial pressure

FSM helps developing a new store and


Over staffing at international division
provide professional consultancy

Different types of products with more


Uneven quality on its products
flavors

Opportunities Threats

There are more countries to establish


Uncertainty in the new market
Jollibee fast food store

Improve and customize the products Cost and quality control on new products

Distinctive from other traditional burgers, or


Existing competitors
fast food products

Non- Filipino customers Macroeconomic environment

(SWOT) Analysis

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