The Jollibee Phenomenon- A Philippine Multinational Jollibee is one of the Philippines' phenomenal business position over the global giant. By 2008, Jollibee had over Recently J success stories. Jollibee, which stands for " Jolly Bee," be- 540 stores in the Philippines, a market share of more international Bel gan operations in 1975 as a two-branch ice cream parlor. It than 60 percent, and revenues in excess of $600 million. 100 stores in PW later expanded its menu to include hot sandwiches and Mcdonald's, in contrast, had around 250 stores. name (and se other meals. Encouraged by early success, Jollibee Foods In the mid-1980s, Jollibee had gained enough confi- yet have a p Corporation was incorporated in 1978, with a network that dence to expand internationally. Its initial ventures were had grown to seven outlets. In 1981, when Jollibee had into neighboring Asian countries such as Indonesia, Lasthall 11 stores, Mcdonald's began to open stores in Manila. where it pursued the strategy of localizing the menu to Many observers thought Jollibee would have difficulty better match local tastes, thereby differentiating itself competing against Mcdonald's. However, Jollibee saw from Mcdonald's. In 1987, Jollibee entered the Middle this as an opportunity to learn from a very successful East, where a large contingent of expatriate Filipino work- global competitor. Jollibee benchmarked its performance ers provided a ready-made market for the company. The against that of Mcdonald's and started to adopt opera- strategy of focusing on expatriates worked so well that in tional systems similar to those used at Mcdonald's to the late 1990s Jollibee decided to enter another foreign control its quality, cost, and service at the store level. This market where there was a large Filipino population-the helped Jollibee to improve its performance. United States. Between 1999 and 2008, Jollibee As it came to better understand Mcdonald's business opened 11 stores in the United States in California and model, Jollibee began to look for a weakness in Mcdonald's New York. Even though many believe the U.S. fast-food global strategy. Jollibee executives concluded that market is saturated, the stores have performed well. Mcdonald's fare was too standardized for many locals, and While the initial clientele was strongly biased toward that the local firm could gain share by tailoring its menu to the expatriate Filipino community, where Jollibee's local tastes. Jollibee's hamburgers were set apart by a y brand awareness is high, non-Filipinos increasingly are secret mix of spices blended into the ground beef to make >coming to the restaurant. In the San Francisco store, the burgers sweeter than those produced by Mcdonald's, which has been open the longest, more than half the appealing more to Philippine tastes. It also offered local customers are now non-Filipino. Today, Jollibee has fare including various rice dishes, pineapple burgers, and 37 international stores and a potentially bright future as banana langka and peach mango pies for desserts. By a niche player in a market that has historically been pursuing this strategy, Jollibee maintained a leadership dominated by U.S. multinationals. adimonogs nolisp aimlov asing Isdoig all mord simongoo olspa A second drawback toRecently Jollibee has focused its attentions on two considering its options for entering that nation, and for the international markets, mainland China and India. It has over first time is reported to be considering acquiring an Indian 100 stores in China, which operate under the Yonghe brand fast-food chain-although as with so many enterprises, name (and serve Chinese-style fast food). While it does not Jollibee has slowed down its expansion strategy in the yet have a presence in India, the company is reported to be wake of the 2008-2009 global financial crisis.14 di ni word-word Jollibee