Case Study Jollibee

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Manolo P Tingzon joined Jollibee’s International Division as a general manager. He was challenged with deciding which investment option would create success for the franchise.

Papua New Guinea was the first option but it was not the best choice. The 3-store fast food chain that previously existed left a horrible imprint in the customers mind. This will require Jollibee to work harder to sell its name as a fast food chain. Furthermore, Tingzon’s idea of opening twenty stores would require a big investment and there is no guarantee of success, which will result in a big loss for the company. Even though Salvosa believed that “Jollibee could raise the quality of service and food”, there is still a threat that the customers may not accept the style of food served by the franchise.

Hong Kong was the second option but it did not offer many opportunities for success either. Though three stores previously existed, there were issues with managing and communication at those locations. This would have a negative impact on the forth store that Tingzon wanted to launch. The Filipinos clashing with the Chinese managers only meant that new strategies would need to be implemented. The Chinese workers that did not speak english created a communication barrier, that was harmful for the franchise. Furthermore, the dominant presence of McDonalds created heavy competition for Jollibee. Finally, the failure to change the menu items to fit the customers taste would result in little to no

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