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CASE 1: JOLLIBEE FOODS CORPORATION
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Jollibee Foods Corporation operates a number of different concept restaurants in the Philippines, and beyond. From its core business, a McDonald’s like concept restaurant, Jollibee has expanded into a pizza chain, fast food Chinese restaurants, bakeries, breakfast bars, and a tea house. The company competes well with multinationals in the Philippines, and has begun a large expansion into the international market, including China and the United States. The flagship brand, Jollibee, with its distinctive company mascot, a large red and yellow bumble bee, and additional product concepts dreams of becoming a global powerhouse in the restaurant industry.
Discussion Questions
1. What advantages does a domestic firm have over a MNC in its local market?
2. Can Jollibee Foods Corporation continue to leverage its brands and products in other geographic markets successfully, including the United States? Explain.
3. What strategic direction would you suggest for Jollibee Foods Corporation?
