A Study on the Gobalization Strategies and Performance of Jollibee Foods Corporation: a Philippine Franchiser

Until these days, every one of the globally famous enterprises has been growing in the middle of experiencing a lot of difficulties and hardships until its brand has become a well-known global one. It may be said that the reason for an enterprise's success of being a global one consists in its efforts and success in applying management strategies. As an example from among them, there is the Philippine fast food firm in the name of Jollibee, which has been successful with its unique management strategies in the area of fast food franchise business, where it is normally predominated by multinational companies. The country of the Philippines had been under influences of other countries historically as seen from its experience at the time of its Spanish and American colonial periods, during which it had been greatly influenced by them across all the areas of politics, economics, society and culture, and even in its fast food franchise business area, the local market was predominated by the global behemoth of McDonald's. Notwithstanding all of these, Jollibee could later gain commercial supremacy in the Philippine market beyond the McDonald's even with its offering of the menu item of hamburger, the one as from the behemoth of McDonald's. In addition, it has grown to be a global brand by expanding into the overseas markets through adapting its global marketing strategies in the South East Asian markets of Hong Kong, Taiwan, etc. and in those of the U.S. and the Middle East as well. Here, it is attempted to review Jollibee's strategies that have been acting on its growth for being a global brand. In this case study, it is also tried to examine the growth strategies and the performance of Jollibee which is the top-ranked company with regard to fast food sales in the Philippines and then to present the problems made in the process of achieving its performance as well as possible countermeasures to those problems.