How Was Jollibee Able to Build Its Dominant Position in Fast Food in the Philippines? What Sources of Competitive Advantage It Was Able to Develop Against McDonald’s in Its Home Market?

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of Franchise service Managers was a fantastic design, it has helped organizing the operational activities in a better and easy way in which proper control and management takes place centrally leading to commotion among the teams. Regular updates from regional level managers has boosted this system to overcome the negative feedbacks and rectify the same with immediate effect.

Kitchner’s thinking of fast-mover advantages in the industry was very much adaptable that needs immediate attention and wide spread expansion. In terms of marketing this idea has helped attract wide range of customers as the system believes that advertisement and promotion plays crucial role in brand recognition and awareness among the people about the brand. The plan was so dynamic that it gets flexible as per the market segment and the targeted audience which led to the success of this strategy due to its progressive outlay.

He developed strategies and that were implemented efficiently and effectively to make an international brand by forming international division. There were many criterion upon which it has reached to the existing volumes viz. dress code, catchy slogans, store ambience, packing, labelling and marketing. Administering right decisions at the right time was the key to the success of this business by hiring efficient managers who are experts in their respective fields and areas, and has made sure that it won’t hit the mistakes doe by its competitor.

3.) As Noli Tingzon, how would you deal with the three options described at the end of the case? How would you implement your decision?

Ans. Papua new Guinea, Hongkong and California were the 2 new regions given to the new international manager for further expanding Jollibee. The best option in my view for Tingzon is to have franchise in California rather than the other two, reason being CA has better market condition vis-à-vis other 2 regions. Daly city has very less foreign fast food chain competition which can be a value addition to the franchise to get hold of the base market opportunity. Moreover CA has more Filipino population compared to the other 2 regions as per the data available and most of the immigrants from Phillipines are working professionals. Thus they are economically rich and are suitable for purchasing their products of JFC, which was learnt from the previous experiences in the Middle east region. The menu may be designed as per the Filipino preferences and there will be reduced last minute changes to the order unlike ME experiences. Since, the CA option looks greener from the initial research perspective but at the same time we should undermine the other two options at this point of time.

IF the franchise wants to attract a wider customer base of various cultures and nationalities the JFC should change the menu accordingly to fit into the vast culturally diverse regions like HK and PNG, if it has the plans to open stores in these regions. Tingzon should also focus on creating awareness among the customer about their products through a well-structured promotion plan through local digital media houses to print media. This will give the needed information about the new launch of the franchise to the wider customer needs.

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