| Case Title |
Jollibee Foods Corporation |
| Case Author(s) |
Bolam Mostafa Khan
|
| University |
University Brunei Darussalam |
| Abstract |
A Filipino entrepreneur started Jollibee Foods Corporation (JFC) in 1978, and as with many Asian family-owned business, family members were involved in the hamburger fast food chain operations. Despite the presence of international food chains in the Philippines with their global branding and support, JFC grew to become the largest fast-food chain in the country. In 1998, JFC operated 248 outlets, of 107 were company-owned and the rest were franchised operations. JFC also diversified its fast-food portfolio in the 1990s, moving into ice-cream, pizza-pasta and fried chicken fast food chains and entering into a joint venture with Delifrance, a Singapore based bakery chain, to set up bakery stores in the Philippines. Building on with its success at home, JFC also expanded its operations abroad, targeting countries with a large number of Filipino expatriates, such as the Middle East, Guam and Hong Kong. However, at the beginning of 1999, the company closed some of the overseas outlets in UAS and Hong Kong. |
| Available In |
The AEMC case collection |
| Publisher |
ASEAN-EC Management Centre |
| Publisher Case No. |
- |
| Distributor(s) |
ASEAN-EC Management Centre
|
| Pub/Rev Date |
1998 |
| ISBN |
|
| Case Length |
16 |
| Teaching Note |
Yes |
| Pub TN Ref No. |
- |
| Pages (TN) |
6 |
| Issues |
Competitive advantages, international business, international marketing, strategy, entrepreneurship |
| Organisation(s) |
Jollibee
|
| Countries |
Philippines |
| Industry |
Food, Beverages & Tobacco |
| Period Covered |
1975-1998 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
Homepage of Jollibee
|
| Back |