Case 1

CASE 1

Jollibee comes from a Chinesse- Filipino family which knew how to relate to the Philippines market demands. By implementing a well-though strategy they came out with a home style hamburger which quickly became a costumer favorite for many. Jollibee had an unique work environment type; they called it the “Five Fs” which stands for friendliness, flavorful food, fun atmosphere, flexibility in catering to costumer’s needs, and a focus on families. All these courtesies attracted the costumer’s attentions, making families feel welcome while treating them as friends. They created a bee mascot which kids loved and recognized everywhere. Offering an affordable price and using culturally desired ingredients destined to satisfy the taste of their costumers made people feel pleased while enjoying a familiar taste. McDonald’s was a giant in the fast food market and by entering the Philippines Jollibee had reasons to feel insecure being a young company. McDonald’s opened six restaurants in only two years. Not too long after they were able to grasp 27% share of the fast food market. In response to McDonalds’ aggressiveness Jollibee responded with a burger named the Champ. It was expected that this big wide hamburger patty would appeal to the Filipino’s large appetite better that the two small big macs.

People still preferred Jollibee’s burgers, which was why the Champ’s promotions focused of its size and taste. Market research showed that Philippines still preferred the spicy taste of Jollibee’s hamburgers over the plain beef patty of McDonald’s. Due to economic and political crisis McDonald’s was force to slow their investments which led Jollibee pressed ahead, broadening its core menu to implement new products and position itself in a dominant status.

Tony Kitchner was a great addition as Vice President for International Operations. He had 14 years of experience working with Pizza Hut which made him a perfect candidate. He...